Modern Friction™
Finally. AI at scale designed to see and fix what every Customer in your base is experiencing.
For the CEO and CMO: which Customers are quietly leaving, what that is worth in lifetime value, and the fixes ranked by money at risk.
Aggregate signals tell you something is wrong. Friction shows what each Customer experienced, correlated with the outcome it produced, with the prescribed action and the measured result.
Every Customer. Every experience. Ranked by money at risk.
What you get first
A scoping conversationPartner setupFindings Customer 1 to 1
What a finding contains
Not "support friction drives churn." The Customers, the pattern, the cost, and the fix.
- Who
- The specific Customers who had the experience, not a sample.
- What happened
- The friction pattern each Customer hit, and in what order.
- Outcome
- The retention or lifetime value outcome it correlates with.
- Money at risk
- Lifetime value at risk across the affected Customers.
- Prescribed action
- What to fix, ranked against every other fix.
- Audit trail
- Traceable to the Customer records that produced it.
01 / The standard
A narrative is not a finding.
Aggregate scores
NPS dropped. Contact volume spiked. One number, no diagnosis, no Customers behind it.
Surveys
A fraction of your Customers, weeks after the experience.
A plausible story
AI given Customer data returns a narrative. It cannot name who, what it cost, or what to fix first.
Customers do not complain. They downgrade, renew for less, and leave months later.
02 / The loop
Where to act, what to do, and what changed.
- 01IdentifyWhich Customers had which friction experience, correlated with which outcome.
- 02PrescribeA specific action for each finding, with a projected lifetime value impact, ranked.
- 03MeasureEach quarter, the forecasted lift is compared with the measured outcome on your data.
No "we projected X" without "we measured Y."
Watch the Demo
See it in action
Watch the demo. Modern Friction surfacing the patterns that drive Customers away.
03 / Where Customers lose patience
Eight friction domains, joined on one Customer record.
Each domain joins signals other tools keep apart. Enterprise adds six more categories and multi-entity coverage.
- Supply Chain & Fulfilment
- Checkout & Payment
- Contact & IVR
- Contact Reason Intelligence
- Returns & Cancellation
- Product Quality
- AI Agent & Chatbot
- Subscription & Renewal
04 / What your team gets
Outputs your team can act on.
- Friction ID Cards
- One card per finding: the Customers, the pattern, the outcome, the source, the fix.
- LTV Health
- Lifetime value at risk now, forward estimates per action, and the quarterly true-up.
- FSI per Customer
- The Friction Score Index. Cumulative friction load per Customer, moving quarter to quarter.
- Prioritized roadmap
- A ranked, owner-assigned fix list, scoped by projected lifetime value impact.
05 / Where it sits
The layer your CX stack is missing.
Versus CX platforms
Report aggregate signals. Friction reports at the Customer 1 to 1 level.
Versus Customer success platforms
Score health from one or two surfaces. Friction joins Support, billing, product, AI agent, and renewal.
Versus Survey tools
Sample a fraction of your base. Friction reads every Customer, in the period the friction happens.
Versus CDP plus CX stack
Unifies identity and signals. Friction joins friction patterns to lifetime value outcomes.
06 / Deployment
Your governance approves it first.
- A certified data engineering partner runs the setup to the Friction integration spec.
- The partner anonymizes Customer 1 to 1 data inside your environment and delivers it to Modern AI's Friction environment.
- Read access only on every source.
- Your governance team approves the integration before any data flows.
- Findings come back with the audit trail attached.
07 / Engagement
Two tiers. Published.
Friction Core
$10,000/month
Plus a one-time setup paid directly to the certified data engineering partner: $30K Simple, $50K Medium, $75K Complex. Up to 6 sources across the 8 core friction categories. Live results continuously, quarterly lifetime value updates.
- 1 year: $10,000/month
- 2 years: $9,000/month
- 3 years: $8,000/month
Friction Enterprise
Talk to us
Up to 15 sources. The 8 core categories plus 6 more. Multi-entity and custom surfaces as scoped. Same 1, 2, and 3-year terms.
Term commitment, billed monthly. 30-day notice to cancel. Remaining term still due without cause. Projected lifetime value impact is labeled as an estimate. Each quarter, the measured outcome on your data is reported next to it.
Every engagement starts with a scoping conversation. You bring the surfaces in scope. We map them to friction categories, scope the setup with the partner, and quote in writing.
08 / Who should buy
Built for the leaders who answer for lifetime value.
$50 million to $10 billion in annual revenue. Subscription, retail, DTC, marketplace, and any business where Customer lifetime value drives the number.
CEO
Needs a lifetime value number that holds up in front of the board.
CMO / Digital Head
Needs to know which Customers to protect first, and which experiences undo what acquisition brings in.
Your data team
Needs read-only access, governance approval, and an audit trail before anything flows.
Find out what your Customers are actually experiencing, not the plausible story.
One conversation. The money-at-risk map for your Customer base.
Three products. Structured Services. One Truth Layer. Discovery (live). Gravity (GA), with Agentic BI built on it. Friction (GA). Modern Foundation (Structured Services).