Brands in the digital world are owned by employees and customers. They now look for experiences, not processes. When you go to the bank to open an account, the ease and simplicity with which it happens to create the experience. The processes that support the creation of the experience are invisible to the customer/ consumer. That is for the bank to manage. The seamless manner in which experiences are designed depends on the seamless manner in which processes can flow seamlessly between departments.
https://blogs.timesofindia.indiatimes.com/just-like-that/5-principles-of-designing-experiences/
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