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Publisher's Summary

Alex Rawson and Ewan Duncan, partners in McKinsey’s Seattle office, and Conor Jones, a partner in its Dublin office, write about why it’s the customer’s end-to-end journey that is most important – not touchpoints.

This article was first published in the September 2013 issue of Harvard Business Review.

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©2013 by the President and Fellows of Harvard College, All Rights Reserved (P)2013 Audible Inc.

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