In the age of infinite choice, organizations cannot afford to make the purchase experience difficult. We see one-click online ordering, retail stores with no checkout lines, curbside pick up, and more. All of these changes, which were unheard of just a decade ago, seek to make the consumer experience easier. You could call it frictionless.
The only places where we still see friction-full buyer experiences are where buyers have few choices. The airlines, utilities, government offices, hospitals, etc.
If you work for an association where membership is required to maintain certification or an association with a 98% retention rate and no competition, your association ...