It is a year ago since McKinsey released this article - but the sentiment and advice contained in it remains absolutely spot on today.  Several customers I see within Financial Services are well on their way with the focus advocated here and have made huge strides in this time.  Others are still struggling to adopt the methodology described in this report and put the customer journey (not just the touchpoints) at the centre of their decision making processes.  A fascinating time to be involved in this sector.