A customer describes the friction before it appears in your operational data. The review, the forum post, the conversation with a peer: specific, time-stamped, already in the public record. By the time the internal report flags it, the friction has been forming for months.
Ladislau Batalha works in operations. With three decades across service industries and active work across the Lisbon-Dubai corridor with BPG, he advises COOs and customer operations leaders on finding friction at the point where it first surfaces in the market conversation. He serves as Chair of the CX Summit Lisbon and works in Portuguese and English.
Atlas³ harvests and evaluates that conversation as it forms, across all fourteen measures, attributed to the channel and the month. The friction map, available before the operational reports confirm it.
Every point where a customer works harder than they should to get through shows up in what they write. Customers name the specific step, the channel, what they tried, and what happened. Atlas³ harvests that conversation and shows exactly where the operation needs to work.
Four questions the complete picture answers.
Customers return to the organizations that make completion easy. Atlas³ reads where the operation is helping customers move forward and where effort is entering the relationship, across all fourteen measures: Reach, Interest, Understanding, Trust, Satisfaction, Momentum, Visibility, Stability, Quality, Fairness, Economic Impact, Adoption Strength, Switch Risk, and Community Noise.
The relationship holds where customers get through without unnecessary effort. It shifts at the points where effort enters: where one team passes work to another and the thread breaks, where completion requires more steps than it should, where what the customer expects and what the operation delivers do not match. Atlas³ locates those points, with channel, timing, and customer language preserved.
The language customers use when they describe trying to complete something is specific. It names the point where friction formed, the channel where it happened, and what they concluded. Atlas³ evaluates that language and shows where the operation needs to respond.
Atlas³ shows whether visible friction patterns are stabilizing or continuing to form. The trajectory gives a Friction Fixer the information to prioritize: where to work first, what to address next, and what the operation looks like when the highest-impact points have been cleared.
Where friction is entering the customer experience, across all fourteen measures, in the customer’s own words, attributed to the channel and the moment it was written. Read at the depth the conversation requires.
Three formats depending on where you are.
Ladislau works with the organization over time, responsive to where friction is entering and what the operation requires. The Global CX Alliance supports both Ladislau and the organization by certifying Best Agentic CX Practices as the standard continues to evolve, and issues Alliance Certified to organizations that meet it.
Submit the form. Ladislau will return with a complete Atlas³ reading of where friction is forming in your operation, traced to verbatim customer evidence since January 2026.
A place to know yourself in this work, find peers who share your approach, and walk a longer path.