Summary
Innovating customer journeys isn’t just about fixing pain points — it’s a way to unlock new value and drive growth. It’s a chance to redesign how customers experience and connect with a brand. This report explores two intertwined dimensions of customer journey innovation: not only how to improve journeys through tools like journey mapping and analytics, but also how to reimagine the journeys themselves using techniques grounded in the discipline of service, product, and experience design and research. It’s a blend of method and mindset for CX, digital, innovation, and marketing leaders.
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