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ICX Summit / Tuesday / September 12, 2023 / 3:15 PM

The Frictionless Customer Journey: Fantasy or Facts?

Although companies have been racing to ditch all-things friction, some brands are realizing that giving customers a little more time during their shopping journey is exactly what they crave. The key, however, is to cut friction when necessary to avoid lost sales but to also use it to create a higher sense of value or reduce return rates.