2020 feels like a good year for clarity. Over the past decade, we saw an overemphasis on the "customer experience" and its myriad of manifestations across different channels. With new channels popping up—as well as advances in data and technology—the “experience” became ephemeral and commoditized without pointing to something greater. These fragmented and disjointed moments often prove vexing to the most important person in the equation: the customer....

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