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Summary

Alex Rawson and Ewan Duncan, partners in McKinsey’s Seattle office, and Conor Jones, a partner in its Dublin office, write about why it’s the customer’s end-to-end journey that is most important – not touchpoints.

This article was first published in the September 2013 issue of Harvard Business Review.

©2013 by the President and Fellows of Harvard College, All Rights Reserved (P)2013 Audible Inc.

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Enjoyed it

This was an eye opener and made sense to me. Coming from a Telecoms background, I couldn't agree more with concerns raised and fixes pointed out. Customer Experience is the focus now and more practical ways of making tangible change is highly needed for companies are see profitable results.