Transactional friction vs. relationship friction. One tells customers your system is broken. The other tells them whose interests you're actually serving (irrelevant cross-sell offers, I'm looking at you).
Whether you joined us live or watched the recording, I hope this conversation leaves you with a few fresh perspectives (or at least a more interesting set of questions than you started with).
Thanks again to Tomás for bringing the goods, and to Spinwheel for making it happen.