Your analytics tell you what happened on the screen. Friction tells you what happened to the customer.
Identify. Prescribe. Measure.
customers do not file complaints when they hit friction. They quietly reduce engagement. They contact support less. They renew at lower rates. They churn months later without explanation.
The pattern that predicts churn exists across every surface. It rarely surfaces as one picture in any single system. Which customer hit which friction, in which sequence, and what did it cost? That answer does not exist in conventional tooling.
Every customer gets a per-customer finding, not a cohort proxy.
Most CX platforms report at the cohort or segment level. NPS 42. Contact rate up 8%. Churn rate 6.2% this quarter. These are averages over populations, which means the individual customers who drove the number stay invisible.
Modern Friction is designed to report at the per-customer level: N customers had [specific friction pattern], correlated with [outcome] in the measurement period. Not a sample. Not a cohort proxy. Every customer in your base, every friction pattern they hit, every prescribed remediation.
Cohort averages remain available when you want the rollup. Per-customer findings are the default unit.
Each finding ties back to specific customer records. Not a sample, not a cohort proxy. The finding is reproducible against your own data. You can verify any prescription against your own records before acting.
Modern Friction is designed to join findings from Support, billing, product, AI agent interactions, and renewal operations on the same customer record. The silos every other tool keeps separate become one view.
Every identified friction point carries a specific prescribed action and a projected LTV impact. You see what to fix first, why it matters in dollars, and the expected lift across the affected customer cohort.
FSI captures the cumulative friction load on a customer's relationship with your company.
It moves quarter to quarter as friction is removed. Use it to prioritize which customers to protect first and to measure the impact of every prescribed action.
Example shape (illustrative): 1,800 customers moved from FSI band 4 to FSI band 2 after the prior-quarter prescription, correlated with a 12 percent lift in 90-day retention.
FSI is versioned. The methodology is published. Every number carries a definition and a version number. Read the methodology before you trust the number.
The categories below are what the operator sees in the dashboard. Each maps friction patterns your customers experienced to outcomes. Source count is the tier differentiator, not category count.
6 Tier 3 v2 Roadmap categories surface in the next major version.
Core: up to 6 sources, 8 Tier 1 v1 Core categories. Enterprise: 15 sources, 5 additional Tier 2. v1 taxonomy 2026-04-13.
Every finding is audit-traceable to the customer records that produced it on your own data.
Modern Friction is designed to surface per-customer findings of the form: N customers had [friction experience], correlated with [outcome] in the measurement period.
4,200 customers had repeat contact within seven days, correlated with 2.4x higher 90-day churn.
For each customer in the period, the report names the friction patterns experienced, the sequence, and the outcome impact. No sampling. No cohort proxy. Every customer in your base, in the period the friction occurs.
Every prescription carries the receipt back to the customer records that drove the ranking: N customers had [friction], correlated with [outcome], prescribed action [X], projected lift [Y].
Every identified friction point carries a specific prescribed action and a projected LTV impact. Removing this friction is projected to lift LTV by $X across the 4,200 affected customers, prioritized number 1 of N actions.
The quarterly roadmap is ranked by projected LTV impact, owner-assigned, and delivered with the receipt back to the customer records that drove the ranking.
You see what to fix first, why it matters in dollars, and the expected lift across the affected customer cohort. Not a list of recommendations. A ranked investment case with receipts.
Measured past performance. Cohort by first-purchase or subscription-start, followed through to completion, reporting actual spend and actual churn. This is the baseline every prescription is measured against.
Projection of future customer behavior based on the signals in their record. Explicitly labeled as estimation. Used to score prescribed actions by projected impact before the true-up quarter closes.
The quarterly true-up loop. Once an engagement reaches its second true-up cycle, the platform compares the forecasted lift from each prescription against the measured outcome on your data. Of the 4,200 customers affected by the prior-quarter prescription, the measured 90-day retention lift was Y percent, against a forecasted Z percent.
Modern Friction is designed to operate across the surfaces where your customers actually experience your product. The eight domains below are the v1 Core categories. Enterprise scope adds five Tier 2 categories plus multi-entity coverage.
Core delivers up to 6 sources from your data environment. Enterprise scales to 15 sources across multi-entity coverage. Read access only on every source. Your governance team approves the integration before any data flows.
Source systems your DE partner connects to: CRM, CCaaS, commerce, OMS, billing, renewal, AI agent interaction logs, and others per the v1 source taxonomy. Read access only on every source. Your governance team approves the integration before any data flows.
A preferred DE partner handles the data engineering integration inside your environment. PII and raw content stay with you throughout. The partner operates against the Modern Friction Technical Integration Spec and your governance team approves the scope before any data flows.
Modern AI receives the anonymized per-customer records and produces FSI scores, friction category findings, LTV health metrics, and prioritized roadmaps. You hold the mapping from anonymized IDs to real customer identities. Neither party can reproduce the full picture alone.
Friction ID Cards, FSI dashboard, prioritized roadmap, LTV health metrics, delivered quarterly and continuously per tier. Findings are audit-traceable to your records. Your team uses your own anonymized-ID-to-customer mapping to trace specific findings back to named customers inside your environment.
The client holds the mapping from anonymized IDs to real customers. Modern AI holds the anonymized records. Audit trail is built into the deliverable from day one.
$50 million to $10 billion in annual revenue. Subscription, retail, DTC, marketplace, and any industry where customer LTV drives the business. Companies outside this band can buy the product and self-select into Core pricing.
Primary economic owner of friction outcomes. Modern Friction is designed to report the cost of friction at the customer record level and tie it to retention and LTV outcomes on your data.
The leader who defends the LTV number to the board. The quarterly true-up loop produces auditable LTV improvement attribution per remediation. Defensible to the board.
Technical sponsor. Spec-driven integration with the existing data stack via certified data engineering partner. Read access only. Your governance, your audit trail.
Pricing as of July 3, 2026
DE partner setup fees are established directly between the client and the certified partner under a separate Partner SOW. Contact us for partner introductions.
1 year: $10,000/month. $120,000/year.
2 years: $9,000/month (10 percent discount). $216,000 total.
3 years: $8,000/month (20 percent discount). $288,000 total.
DE partner setup fees are established directly between the client and the certified partner under a separate Partner SOW. Contact us for partner introductions.
Term commitment, monthly billing reference. 30-day notice to cancel. Remaining term still due without cause. Termination for cause provisions per contract. Source count is the tier differentiator, not category count.
Modern Friction is generally available as of July 1, 2026. The production pipeline has been verified end-to-end against live infrastructure. Customer engagements are open now. Each engagement begins with a scoping conversation: confirm the data surfaces and friction categories in scope, size the data engineering setup with a certified DE partner, and receive a written quote before the first pipeline run begins.
Production pipeline verified end-to-end against live infrastructure
Technical Integration Spec v1.1.2 delivered to partner candidates
Preferred DE partner program established; primary partner engaged under signed agreement
FSI scoring, friction category findings, and LTV layering architecture confirmed
PDF report generator built and tested (Phase 2)
Core and Enterprise pricing published
Trend view (Phase 2)
DE certification program expanded (Phase 3, Q3 2026)
Second major version taxonomy expansion (v2 Roadmap categories)
We run a Friction scoping conversation before any engagement. You bring the surfaces in scope. We map them to friction categories, scope the data engineering setup with the certified partner, and quote in writing. One conversation.
30 minutes. We will show you what your customers are really experiencing.
Modern AI Inc. Modern Friction is generally available as of July 1, 2026. Pricing subject to change.