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- - - LISTEN
      
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  - - UNDERSTAND
      
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- - - PATIENT EXPERIENCE
      
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  - - CONSUMER EXPERIENCE
      
      Reduce friction
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      Co-design experiences
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      Create loyalty
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  - - EMPLOYEE EXPERIENCE
      
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      Involve and include
      Listen to better understand the other side of the experience
      
      Develop and optimize performance
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  - - MARKET EXPERIENCE
      
      Maximize exposure
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