Why CX teams may be erasing the moments customers remember
Most CX teams are doing everything right — fixing friction, optimizing processes, measuring journeys.
And yet, customers remember less.
In this episode, Jochem van der Veer explores why the instinct to make everything effortless might be backfiring. Drawing from his conversation with Sam Stern (Service Design Lead at LinkedIn), he reveals how removing all friction can erase the very moments that make experiences meaningful and memorable.
The discussion introduces the idea of “good friction” — intentional effort that enhances value, builds anticipation, and strengthens memory. From Enterprise Rent-A-Car’s brief service pauses to the “IKEA effect” and even nightclub queues, friction done right creates emotion and contrast.
Not all effort is bad — and not all speed is good.
What you’ll learn:
Why “effortless” experiences can be forgettable
How friction creates emotional contrast and lasting memory
When friction helps customers make better choices
The difference between organizational drag and good friction
Four journey types and how friction shapes each
Watch the episode:
See why the best customer experiences don’t eliminate friction — they design it with purpose, to make moments matter.
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