Richard Hammond

Richard Hammond

Uncrowd, CEO & Founder

Author of best-selling books on retail customer experience, Richard is the global leader in the emerging science of friction/reward. FvR as friction/reward is becoming known offers a unique methodology for understanding how CX stacks up across a customer's full option set. Richard has been a champion for the customer over his 34 year retail career and will introduce new ideas and approaches to creating CX that wins.


At DMX Dublin, Richard will be speaking about..

Where’s the reward in friction?


In the post Amazon world, retailers have developed an obsession with reducing purchase friction. Customers though are cleverer; they weigh up not only friction but also reward. For what effort do I obtain what gain? It’s why Aldi’s Almat detergents have a high market-share even though they can’t be purchased online. It’s why Selfridges is thriving even though everything in the store can be bought easier and cheaper elsewhere. In this session I’ll introduce the concept of friction versus reward as a metric and show you how to use it to become your customers’ first choice

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