Automation needs to do more than mirror manual ways of doing things. We have let technology impede customer experience. We understand how to optimise in-store experiences, yet in the online world we are adding friction. This has led to abandonment rates and higher customer acquisition costs. Next generation customer experience is based on new customer onboarding solutions. Seamless one-click experience replaces sign-up using forms. In 2020 we will not be asking customers to type to interact with us. It is time to critically examine, how easy we are to buy from.