Customers, as we all know, are a fickle bunch. Considering how customer loyalty is far from abundant these days, there are many ways to lose a customer, but the biggest turn-off for today’s consumers is an experience in which friction isn’t kept to a minimum. On some level, we’ve known that for years, right? The marketplaces that are winning loyalty from today’s consumers are doing it by focusing on reducing customer friction points. “Brands are trying a lot of things to reduce customer friction points,” Augie Ray, the renowned Gartner Customer Experience analyst, tells me. Ray cites how Amazon has…

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