Data, analytics, surveys, IoT, artificial intelligence, and automation are the leading buzzwords in retail and customer service. But what is the point of having all these data about our customers? The business implications can be overwhelming and never lead to anything meaningful.

However, for Amazon, the answer and the outcome seem simple: to remove friction, to make it easier for people to become and to remain loyal customers:
• They developed algorithms to help customers only browse only those items of interest to them.
• They introduced Prime, free same-day shipping, to reduce the friction of online shopping (and as an incentive to always choose Amazon).
• They introduced physical stores without cash registers and cashiers.

Read on, and you will learn how to use your existing data like Amazon to drive better customer experiences and reduce friction.

 …