Customer effort is both the most important and the most overlooked factor in building true customer loyalty. Unnecessary effort, a.k.a. friction, is particularly damaging. Starting a friction log will ...

Space to play or pause, M to mute, left and right arrows to seek, up and down arrows for volume. Friction is a force that exists when two surfaces rub up against each other. For example, this cup on ...

Friction plays a key role in how ruptures unzip faults in the Earth’s crust and release waves that cause destructive shaking. Yet dynamic friction evolution is one of the biggest uncertainties in ...