you can equip disparate stakeholders to generate ideas for making better end-to-end experiences
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Many of your colleagues likely have lived through poorly facilitated brainstorming sessions
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Opportunities result from interpreting what you have learned and placing it within the context of your organizational goals and business strategy
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An opportunity is not a solution. It is a set of circumstances ripe for creating positive change
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determine systematically how to redefine a portion or all of the why, what, and how of a product’s service
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Ignored or underserved journey stages.
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the service anticipation gap
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a focus on experience means shifting the discussion from business value to co-value
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Overall, optimizing an end-to-end experience means shifting from improving touchpoints in isolation to designing the whole customer journey as a coordinated team.
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Optimization in this context means systematically overhauling an existing product or service journey to be more consistent, cohesive, and complete.