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Transforming the customer experience is a top priority for many if not most corporate leaders. But when it comes to improving the customer experience within and across touchpoints, many find themselves at loss. Sure, it’s relatively easy to identify and make incremental changes to improve some aspects of the experience.

Tactics such as basic digital-interface improvements or upgrades to call-center scripts usually deliver some lift in customer satisfaction—but not much. Customers expect these fixes already, and the small-scale changes do little to create significant business impact.On the other hand, grandly ambitious initiatives to reimagine the entire omnichannel experience usually run out of steam because projects are too broadly defined to translate into practical steps or require alignment and funding from too many disparate entities. Moreover, such initiatives, even if successfully executed, can take years from concept to implementation.

Fortunately, there’s a middle ground between low-impact tweaks and grandiose visions.

We have found that companies can deliver significant business impact in roughly 24 weeks by applying a combination of advanced analytics and experience design to customer journeys—that is, to the set of interactions customers engage in to accomplish a specific task.

We call this data + design methodology Quantified Experience Design (QED).

Read all: Design, meet data: Unlocking design ROI | Digital McKinsey | McKinsey & Company

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