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The End-to-End Consumer Journey

We all know listening is key; its been said to us since we were kids.
As business owners or employees we also know this to be true; yet do we have a pulse on what consumers are saying.
More often than not, we don’t. And when we do we lack the whole picture ; the end to end journey.
LINK to a great article from McKinsey and Co. on how to be a better listener.