CHAPTER 5

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INNOVATING EXCELLENCE

So what does innovation have to do with delivering world-class customer experiences? The old days of inventing bright shiny objects to bring in more sales have given way to disruptive innovators using a powerful range of tools to out-invent their competition. It’s through this innovation that we build out amazing customer experiences. We gain actionable insights and then turn them into beautiful experiences across a wide range of customer touchpoints.

If innovation is the secret weapon—and it is—then how do we innovate?

I’ve been directly involved in innovation for a quarter of a century. Over the years, my consulting ...

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