What is the fine-grained topic of the following text: Through their Customer Journey related research and consulting work (discussed in a recent Harvard Business Review article), McKinsey identified that businesses able to manage the entire customer experience - meaning the end-to-end customer engagement processing cycle rather than the channels used to interact with customers - could reap enormous rewards, including enhanced customer and employee satisfaction, reduced churn, increased revenues, lowered costs, and improved collaboration, a practice (discipline) that would deliver massive tangible and intangible benefits to a business. Only return the topic.
The benefits of managing the entire customer experience for businesses as identified by McKinsey's Customer Journey research.