This week’s episode of Be Customer Led with Bill Staikos features Michael Bartlett, author of The Dark Side of CX. Michael is the director of experience innovation at JMARK. He’s also the founder and creator of the CCXP exam simulator, which helps CCXP candidates prepare for certification with highly realistic sample questions. Throughout today’s episode, he presents several concepts from his recently released book that you can utilize to create a better customer experience for your customers.[01:31] Michael’s Story - Michael discusses how he transitioned from the film industry to the area of customer experience and what motivated him to create the CCXP exam simulator.[05:51] The Dark Side of CX – Michael shares what inspired him to write his book and what the book is about.[09:35] Challenges & Learnings – Michael’s takeaways from the journey of writing and publishing his book. [12:31] Research – Michael describes his research and idea gathering approach before publishing his book.[16:27] Next Move - Why Michael thinks companies have a hard time understanding customers’ issues and thinking of the next right move for the customer.[21:26] Confusion – Michael explains how confusion affects the consumer experience and how to reduce confusion in customers’ interactions with a business.[24:58] Social Friction vs. Goal friction – Michael explains the concept of two types of friction that contribute to a bad customer experience.[33:04] Michael’s Role Models – Michael reveals who he looks up to and where he finds inspiration.Resources:Connect with Michael:LinkedIn: linkedin.com/in/michaelbartlettccxp/CCXP Exam Simulatorccxpexamsimulator.comMentioned in the episode:The Dark Side of CX: The costly patterns that turn loyal customers into brand haters: goodreads.com/book/show/60502211-the-dark-side-of-cx?from_search=true&from_srp=true&qid=nDCQaqFUcI&rank=1