With the convergence of context, channels, content, and commerce; friction at different stages of the customer journey is considered the worst enemy of customer experience (CX). Regardless of the industry or area, your business operates in; this has resulted in an ongoing debate in experience economy on how to make great products and deliver exceptional services as it is an opportunity to create a lasting and meaningful experience for digital-savvy customers. So one of the items rising as a top priority of CX agenda is to provide a seamless and frictionless experience across all channels.
http://customerthink.com/to-have-friction-or-not-to-have-friction-along-the-customer-journey/
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