Seeking a Frictionless Life

Let me share a little secret. I seek a "frictionless life." In the digital age, minor disappointments can gradually build into significant irritation and stress. That state is "friction."

I myself find it increasingly difficult to disconnect from digital networks. This wasn't an issue in the old days. Back then, the digital world meant information sent to a fixed, cold screen on a computer tucked away in a corner of the room. You could simply walk out of the room and leave it behind. Now it's completely different. Information isn't confined to screens. Technology has become part of our lives, shaping the very framework of our existence. Before you know it, you're deeply entrenched in a co-dependent relationship with the digital world.

Let me give you an example. The other day, a message popped up on my phone from a hotel chain's app. It asked if I wanted to check in to their Mumbai hotel. This message mattered. Because I was in a taxi heading straight from Mumbai airport to that very hotel. That place, that time. It was highly relevant and timely.

I was pleasantly surprised when the app asked me to select my room. I chose my preferred room. My passport and credit card information were already inputted. When I got out of the taxi, I was escorted directly to my room without needing to check in at the front desk. The hotel key was sent to my mobile as digital data.

As a customer, I was thoroughly satisfied with this flawless service. But as Chief Digital Officer, I couldn't help wondering: How long will this service's competitive edge last? Competing hotel chains will adopt equivalent services, quickly turning them into stale industry standards. One action leads to the next. As services accelerating the removal of friction from the customer experience proliferate, what comes next? Price wars alone?

No, it won't (...I whisper to myself). Brands that invest in and continuously improve customer experience quality. Brands that remove friction from people's lives and communicate this directly to customers in their own voice. I believe only such brands will succeed in differentiation and avoid price wars.

A life without friction. Is it something you readers need? Or am I the only one exploring this?

(Supervised by: Dentsu Inc. Global Business Center)