This document outlines three ways to reduce IT friction and improve the perception of IT in a business: 1) Make self-service easy by improving IT portals to meet high user expectations of intuitive, app-like experiences. 2) Let employees choose where and when they get IT support by offering appointments both on-site and remotely. 3) Stay one step ahead by using location data to provide personalized, context-aware support tailored to each employee's specific needs and environment.