It seems to be fashionable to talk about creating “frictionless buying experiences?” I suppose the concept draws readers, perhaps it’s an extreme expression of removing barriers to the customer buying process.
But does the concept make sense? Is it what customers want? And if we looked at the concept of “friction in the buying process, what is the greatest source of friction?
Long time readers will recognize when I ponder questions like this, sometimes I revert back to my background in physics.
