Today’s competitive environment requires innovation and creativity. Hospitality organizations have known for a long time that physical assets are not enough and strategy around intangible assets to manage the customer journey is critical. Please join Sam-Erik Ruttmann and me for a conversation with Annette Franz – Founder & CEO, CX Journey; Ed Morrison – Director Agile Strategy Lab, University of North Alabama and Peter Ricci – Clinical Associate Professor & Director of Hospitality Management, Florida Atlantic University to find out how to optimize the customer journey and resources required for delivering exceptional experiences.