If every household already has broadband, the question isn’t how to reach them — it’s how to make switching to you the easiest decision they’ll make all year. This session challenges technical and operational leaders to rethink every part of the customer journey through the lens of friction: installations, activations, number porting, equipment setup, and service transfers. We’ll explore what it takes to engineer a seamless handoff from “thinking about switching” to “happily connected.” Because in a saturated market, removing pain points is your biggest competitive advantage.