The 14 Universal Journeys of Customer Experience

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  1. I like to view customer experience as a combination of themes and capabilities that ensure the right product is designed for a problem, and the right set of integrated services are designed to support customers during various phases of solution ownership. There are 14 common journeys I consider to be the starting point. Each of them have a predetermined map incorporating the objectives that a customer must reach each step of the way. This starting point ensures that no journey, or experiencer is overlooked.
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