domingo, março 03, 2019

Fricção positiva e negativa

"Negative Friction.
Friction is the idea that you are difficult to business with, that you make it difficult to transact, that more is required than should be necessary, and that the experience isn’t good. The worse your experience, the less likely you are to continue to buy from companies that create enough friction to drive you to seek other options.
Positive Friction.
In a super-relational, strategic relationship where human beings need to work closely to solve problems and generate results together, friction is positive. Meetings are friction, which is why much is written about the amount of time wasted in poor meetings. Perhaps it because of the Digital Age in which we find ourselves, little is written about how face-to-face meetings and a physical presence creates positive friction, the deepening of relationships and the engendering of trust.[Moi ici: Como não recordar "Every visit customers have to make is an opportunity for interaction and co-creation"]
Conversations to understand what clients need, especially the conversations that include multiple stakeholders with different or competing perspectives, are another form of friction. The friction created by competing perspectives and working through to some reasonable consensus is the benefit of that friction.
Would it be easier to send a survey to see how you are doing? Would an email accomplish the same goal without interrupting your busy client? While these choices might end a bit of friction, the positive friction that comes from a phone call is that it proves caring and high touch. The lower friction suggests transaction.
It is a mistake to try to reduce friction when it is positive, just as it is a mistake not to remove it when it is negative."
 Ainda na semana passada preparei esta imagem para documentar estes dois tipos de fricção:

Trechos retirados de "Negative Friction and Positive Friction"

1 comentário:

Paulo Peres disse...

ótimo ótimo Carlos!

me fez lembrar uma imagem de jtbd do Bob Moesta e Chris Spek