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  "documentTitle": "Simple & Digital Customer Experience Model",
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      "text": "Effortless, enabling customers to, for example, identify themselves with a single ID across all channels; Personalized, presenting customers with contextual recommendations and offers tailored to their individual needs.",
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      "text": "Customer experience leaders have a clear ambition for what purchase, usage and service episodes should feel like for customers in the digital age. As we explain in our Bain Brief on Simple & Digital transformation, these episodes should be:",
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