Continuing the focus on the CX3 book, Fireside Chats Without The Fires are joined by Gregorio Uglioni, a contributing author to the book. As he is also known, Gregorio, or "CX Goalkeeper" talks about his chapter in the book that focuses on a matrix called "Value/Irritant Matrix". Gregorio explains how the matrix (made famous in the Bill Price book, "The best service is no service"), should be used by companies to create a frictionless experience for their customers. We also hear about the 3 enablers, Data, Technology, and Human Beings, and the roles that each of these plays in creating customer experience.