Author: Shaun Broughton

Today, a single bad experience can undo a hard-won customer relationship. Customers move quickly, compare constantly, and switch brands with less hesitation than ever. Yet many customer experience strategies are still built around delayed reactions. Friction is identified only after it has already cost conversion or trust, whether through abandoned carts, negative reviews, or spikes in support tickets. By the time those signals appear, you’re managing refunds, discounts, support spikes and reputational damage rather than preventing them. Leading retailers are changing that model. Instead of relying on a one-size-fits-all approach and reacting to support tickets, they’re designing experiences that are…