Successful brands are focusing on consistency, efficiency, and agility when designing the customer experience. iStock By Anja Huebler IT teams and the organizations in which they operate have learned the importance of eliminating complexity, inconsistent processes, and rigidity in digital processes. They know these things are the enemies of speed and efficiency. As a result, most organizations have shifted to the cloud in their quests for consistent, efficient, and agile IT infrastructure. Now, successful brands are taking this same focus on consistency, efficiency, and agility to the process of designing the customer experience. The new concept of “design operations” brings the same management discipline, consistent processes, and use of common tools to the design of CX that has been brought to bear on IT infrastructure. This is important for many reasons: