Can Friction Improve Your Customers’ Experiences?

Marco Bertini, Diego Aparicio, Aylin Aydinli

Producción científica: Artículo en revista indizadaArtículorevisión exhaustiva

Resumen

Companies are on 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 originalInglés
Páginas (desde-hasta)42-47
Número de páginas6
PublicaciónMIT Sloan Management Review
Volumen65
N.º2
EstadoPublicada - dic 2024

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