Authors:
Jaakko Lehikoinen, Sami Vihavainen, Ville Tuominen, Andy Sarfas
The grand challenge of any business is to offer a compelling value proposition and to ensure that the associated experiences are met when the end user interacts with the product or service. For example, if you purchase a ticket to fly from the U.K. to the U.S. with Virgin Atlantic using their Upper Class service, you are collected from your home by a driver who knows your name and flight details. Your driver checks you in to your flight en route and you are met at the airport lounge by a hostess, who greets you by name. The whole…
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