The Future of Customer Experience: Why Friction is the Secret Ingredient to Trust
In a world obsessed with speed, automation, and seamless convenience, it’s easy to believe that the path to a great customer experience is simply removing every obstacle in sight. We live in an age where, with a tap, food lands at your doorstep and packages appear with no human interaction required. The drive for efficiency has become so relentless, we’ve even entered what I call the addiction economy: a system built on instant dopamine hits, optimized for attention and speed, not for depth or connection.
But what if this pursuit of frictionless perfection is costing us something deeper? What if the very thing we’re removing - friction - is actually what our customers crave the most?
Efficiency’s Hidden Enemy: The Erosion of Trust
Our culture has become expert at stripping away the slow, the awkward, the nuanced. Newspapers have become headlines and clickbait. Music albums have been reduced to viral sound bites. Even relationships, once built on long-term commitment, are now filtered and sorted with a swipe.
This race to the quickest, easiest, most efficient solution has an unintended consequence: it drains our experiences of nuance and, more importantly, trust. When we remove every bit of friction, we also remove the space where relationships and loyalty are built.
Why We Need to Bring Back the “F Word”: Friction
I believe the answer to the erosion of trust is not less friction, but more of the right kind of friction. Not all friction is bad - in fact, positive friction is a tool that organizations can use strategically to create meaning, magic, and memorable moments.
Frictionless experiences are amazing for transactions that should be quick and easy - think Amazon, McDonald’s, or your favorite ride-hailing app. But truly great brands don’t just deliver products; they create experiences. They slow down at key moments, investing extra effort to build trust, surprise, and delight.
The Two Types of Winners: Frictionless vs. Experiential
The future belongs to organizations that get intentional about how and where they use friction:
Frictionless Champions: Companies that make it effortless to buy, receive, and enjoy their products. Speed and convenience are their superpower.
Experience Architects: Brands that slow things down, crafting deep, high-touch moments. These are the Four Seasons, Apple’s Genius Bar, or Hermès - the companies where the experience is as valuable as the product itself.
What you don’t want to be is stuck in the middle, in what I call the black hole of mediocrity - neither fast and convenient nor meaningfully memorable.
Costly Signaling: The Power of Extraordinary Effort
How do you stand out in a world saturated with convenience? Through something called costly signaling. This is the idea that when a brand or a person puts in extraordinary effort - beyond what’s strictly necessary - it creates outsized trust and impact.
Think about the handwritten thank-you note versus a quick text. Or the bonus scoop of fries at Five Guys, which makes customers feel like they’re getting more than they paid for. Or the optometry clinic where everyone celebrates your new glasses like you’re at a party. These moments aren’t about cost; they’re about care and customers can feel the difference.
Costly signaling is the secret to creating loyalty and turning everyday transactions into lasting stories.
Community and Connection Matter More Than Ever
This philosophy goes beyond the customer counter. When organizations invest in relationships with community stakeholders - like landowners in a new development, or neighbors in a city project - they’re not just ticking a box. They’re laying the groundwork for trust, collaboration, and shared success. In a world of AI and digital automation, community engagement becomes a form of costly signaling that pays dividends in reputation and loyalty.
The Experience Is the Brand
Here’s the ultimate truth: your brand isn’t your logo, your colors, or your mission statement on the wall. Your brand is the experience you deliver - the story your customers tell themselves and others, rooted in how you make them feel.
In an AI-powered world, products and services will continue to get faster, cheaper, and more accessible. But the businesses that win will be those who dare to slow down at the right moments, make the effort, and deliver magic that can’t be automated.
Conclusion: Rethink, Reimagine, and Double Down on Experience
The future of customer experience isn’t about eliminating every barrier; it’s about being smart and intentional with the friction you do have. Where can you be frictionless? Where should you add friction to build trust, connection, and delight? The companies that answer these questions boldly will shape the future of their industries and earn loyalty that lasts.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.