Customer Experience: From "What to Do Next" to "What to Feel Next"
NQ Score
42/100
N1 Content Completeness
4
AI Summary (NQ-processed)
McKinsey & Company Japan has released a new whitepaper, "The Next Best Experience," which analyzes the evolution of customer experience and its significance as a source of competitive advantage. The paper highlights a shift from focusing on "what to do next" to "what customers feel next," driven by advancements in generative AI.