Is It Right to Be Frictionless?

It's perfect right to be frictionless. And it's okay to have contacts. We talk in the book that there are a category, a small category, but an important category of issues where customers want to talk to you. The contact center is really just there because other departments or other groups have caused some of the issues that need to be handled. So we say that it's got to be the whole of business and up to the MD or the CEO and their teams.