Experience maps. Experience principles. Cross-channel scenario design. We’ve seen a rapid increase in investments by organizations to better understand their customers’ journeys and to conceptualize how to create more seamless and meaningful experiences across channels. This outside-in approach, however, will only take you so far. In this talk, Patrick shares his perspective on the value of service experience architecture (SEA), an emerging practice that aims to orchestrate multiple layers of service delivery to create better customers experiences.