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McKinsey & Company
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From touchpoints to journeys: Seeing the world as customers do | McKinsey
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/from-touchpoints-to-journeys-seeing-the-world-as-customers-do
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To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey.
