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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.


Lovell Holloway | General Manager | Kansas City International Airport
Dan Morton | VP, Guest Experience | Hilton
Dan Morton is VP, Guest Experience, at Hilton, where he's responsible for guest-facing technologies like Digital Key, Connected Room, Messaging, Chatbots, and Payments for Hilton's many brands worldwide. Previously, Dan led Product and Partnerships for Bose, a class-leading consumer audio company. He has also worked as a co-founder at consumer technology startups, an Assistant Professor at Berklee College of Music, an engineer, and a composer. He holds an MS from the University of Illinois at Urbana-Champaign and a BS from Texas A&M.
Julie Wade | Senior Director of Marketing | Taziki's Mediterranean Café
Julie Wade joined Taziki's with over 15 years of franchise and retail marketing experience. Beginning with a large franchisee of Blockbuster Video and then working for two franchisors in the restaurant segment, Julie has a deep knowledge of high-touch marketing strategies like local store marketing and a broad high-tech skill set with rewards programs, online ordering, and digital advertising. In 2018 she received her Certified Franchise Executive designation and continues to be active in the franchising community.