Can Friction Improve Your Customers’ Experiences?

Marco Bertini, Diego Aparicio, Aylin Aydinli

Producció científica: Article en revista indexadaArticleAvaluat per experts


OMPANIES ARE ON A MISSION TO design purchase journeys that are as free of frustration and inconvenience as possible. “Friction kills the customer experience!” has become the conventional wisdom. This is thought to be particularly true when serving online shoppers, who are known to be less patient and have shorter attention spans; after all, competitor websites are but a few clicks away.

Idioma originalAnglès
Pàgines (de-a)42-47
Nombre de pàgines6
RevistaMIT Sloan Management Review
Estat de la publicacióPublicada - de des. 2024


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