The $260 billion dollar friction problem

Modern technology has made our lives better, but it has also raised expectations for how we engage with our favorite brands. Today, customers are adept at navigating digital experiences and expect frictionless customer and end user experiences, such as easy navigation in-app and across your site, effortless checkout processes, and protection of their sensitive data and personal information. In addition to changing expectations around engagement, buyer behavior is shifting, too.

Research shows that 75% of customers carry out purchases on their mobile devices. This shift, in tandem with the rise in popularity of messaging, underscores how important it is for businesses to build mobile-first, conversational shopping experiences that reflect how modern buyers want to engage with brands.

Another catalyst for evolving customer preferences? The shift to remote work and the way in which events like the COVID-19 pandemic have made us more reliant on digital goods and services than ever before. It’s essentially a perfect storm of rapid digital adoption combined with an explosion in demand for real-time communication with friends, family and the brands they love.