Brands are investing in customer experience (CX) but still struggle to meet expectations. Why? It’s often because of missteps in the way they adopt UX practices and innovate. CX and UX professionals can do better by correctly applying an approach that effectively factors in the complexity of the ecosystem at play in end-to-end customer journeys: service design. This report lays out four best practices for getting service design right, so that those CX investments result in tangible and significant improvements in CX.