# Ep.59 -Why CX team might be erasing the moments customers remember - Reflections 6

Page: https://stenobird.com/podcast/the-experience-edge-7117779/ep-59-why-cx-team-might-be-erasing-the-moments-customers-remember-reflections-6
Text version: https://stenobird.com/podcast/the-experience-edge-7117779/ep-59-why-cx-team-might-be-erasing-the-moments-customers-remember-reflections-6.md
Podcast: [The Experience Edge](https://stenobird.com/podcast/the-experience-edge-7117779)
Published: 2026-01-21T06:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/experienceedge/episodes/Ep-59--Why-CX-team-might-be-erasing-the-moments-customers-remember---Reflections-6-e3drsl1
Audio file: https://anchor.fm/s/fb8746cc/podcast/play/114208865/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-0-19%2F416388152-44100-2-d9179ad48a462.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-experience-edge-7117779/episodes/ep-59-why-cx-team-might-be-erasing-the-moments-customers-remember-reflections-6
Duration seconds: 826

## Resource

What if removing friction is ruining your customer experience? Everyone in CX wants to make things effortless. Fast. Smooth. Seamless. But in this Reflections episode, Jochem explores a provocative idea from his conversation with Sam Stern (Service Design Lead at LinkedIn): not all friction is bad - some friction creates memory, meaning, and better decisions. We unpack the difference between good friction and bad friction, with real examples from LinkedIn, Enterprise Rent-A-Car, IKEA, nightclubs, and Todd Unger’s work at the AMA. The goal isn’t to eliminate all effort - it’s to design effort where it matters most. In this video: Why some friction helps customers think clearly and choose better How friction creates emotional contrast and memorable moments When organizational drag ruins customer experience The 4 types of customer journeys and how friction plays a role How to tell if your friction serves the customer - or your org Follow Jochem on LinkedIn: @jochemvanderveer Learn more about Journey Management with TheyDo: https://www.theydo.com #CustomerExperience #FrictionDesign #JourneyManagement #CXStrategy #ExperienceDesign #ServiceDesign #DecisionMaking #EmotionalDesign #OrganizationalDrag #MemoryDesign #CustomerCentricity #BehavioralDesign #ExperienceArchitecture #SamStern #TheyDo

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## Transcript

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