Modern customer journey management is not only a way to create better value for business in terms of return on investment and growth. In Milton Keynes in southern England, it has improved support for people in economic and social difficulties, helped to give assurance to the most vulnerable customers and made better use of tax payers’ money.

I love running. Lately, though, I have struggled with a sore knee. So last week, I booked an appointment with my clinic, and then went in for an MRI. Almost immediately, I noticed something surprising about the way they had structured the patient experience.