© Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation What is Friction? The effort customers experience when interacting with your brand. It is the painful barrier that keeps humans from achieving their desired outcomes. EAS measures 5 types of Effort: What is EAS? EAS is a first of its kind tool that integrates traditional quantitative and neuroscience to measure customer effort. Physical: When achieving a desired outcome requires customers to take physical effort. Time: When a customer must go through long waiting periods to achieve an outcome. Cognitive: When processes and touchpoints increase the cognitive load of customers. Perceived: When customers perceive the amount of friction involved in an outcome to be higher than what it may turn out to be.
RkJQdWJsaXNoZXIy MTQ3NDgzMg==