In this week’s episode of the SIMPLE brand podcast, I talk with Nicholas Webb, author of What Customers Hate! When we look at the best brands in the world, they’re the ones that are delivering a great - and usually simple - customer experience. But beyond that, they’re also the ones that take steps to proactively avoid friction and the things that customers hate. These companies have learned that if you can eliminate what customers hate, you’ll automatically become the best option in your market.This week’s guest knows all about removing friction and what customers hate. Nick’s the author of many customer experience and innovation-based books including What Customers Crave, The Innovation Mandate, Happy Work, and his latest bestseller -  What Customers Hate!Nick and I discuss how to deliver an experience to your customers that will retain them AND turn them into loyal evangelists.Some of the topics we discuss include:Most promoter and customer satisfaction data is useless and wrongHow to take a true self-assessment of your customer experienceSelf-awareness will show where the things that customers hate reside in your organizationCustomer experience is an innovation activityHow brands can ensure they get the right insights from their customersHow to know why customers hate aspects of your customer experience. SPOILER ALERT: it’s not in the traditional scores and surveys How Lemonade Insurance became a success by fixing the top things customers hate about insurance customer experienceWhy most brands still tend to focus on customer acquisition over customer retentionHow to better understand your customer experience through “Customer Experience by Walking Around”Why “Happiness as a Strategy” is valuable in your employee and customer experienceThe five touchpoints that make up the human experienceWhy the first customer experience touchpoints are the most valuable RESOURCES FROM THIS EPISODENick's siteNick's book - What Customers HateNick's book - What Customers Crave