Matt Holt
Aug 29, 2019

The power of friction for brands in a frictionless world

Seamless brand experiences risk being forgettable; sometimes it pays to throw in a few well-placed obstacles.

As anyone who has had carpet burn or a shocking call-centre experience will tell you, friction is a bad thing. In the world of customer experience, friction is the enemy. Smart brands focus on creating frictionless and seamless experiences at all costs. Just look at how much Amazon has invested in making its platform and its logistics operation the epitome of ease and convenience. Friction puts consumers off, kills sales and is bad for the brand, right

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