Service Design Needs to Help Decision Making

The next step is actually like creating a dedicated practice around servicing customer insights and making decision making across all these teams possible using the lens of journey. And I think that's one of the biggest challenges with just a journey map that it gives you insights. It sort of guides decisions, but it doesn't help you connect across departments to really be a business to journey maps. Unfortunately, I still very much space for researchers, for designers. But they should be like, it should get into the hands of financial controllers, marketing people - not just a journey overview.