I’ve spent more than 30 years in Customer Experience, including the last 15 leading Professional Services teams. Throughout that time, the goal has always been the same: wow customers and make implementation—which is really just another word for change—as smooth and painless as possible.

But here’s the truth we don’t say out loud often enough: friction isn’t inherently bad.

Doing hard things is what gives the work meaning. Which is more valuable—a trophy you get just for showing up, or one you earn after months of discipline and effort? Friction creates the conditions for resilience, and resilience is closely tied to real accomplishment.

In any implementation, you’ll inevitably discover that not everything works the way it’s supposed to—or the way you thought it would. That’s normal. What ultimately defines the customer experience isn’t the absence of friction, but how you respond to it. The ability to navigate challenges thoughtfully is what makes or breaks an implementation. Often, the biggest shift comes from realizing you’re not as stuck as you think you are.

So consider terms like “frictionless” or “seamless” as aspirational. They’re worth aiming for, but they don’t always produce the best outcomes. To be clear, I’m not suggesting we intentionally hit every speed bump at full speed. I’m simply acknowledging that encountering a few along the way is both normal—and sometimes valuable.