McKinsey: The expanding role of design in creating an end-to-end customer experience

The expanding role of design in creating an end-to-end customer experience

Lines between products, services, and user environments are blurring. The ability to craft an integrated customer experience will open enormous opportunities to build new businesses. Time was, a company could rely on a superior product's features and functions to coast for a year or more before competitors could catch up.

 

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