The experience crosses team boundaries
An accurate stock level affects checkout. A packing instruction affects the unboxing. A carrier exception affects support. These moments are connected even when separate teams own them.
Measure the handoffs
Review where information is delayed or lost between systems and people. Clear ownership and shared definitions can improve the customer journey before any new technology is introduced.
Improve one journey at a time
Choose a common customer issue and trace it back through the operation. Work on the process that caused it, then review whether the change reduced the same problem in later orders.