Companies are failing in their CX endeavours as they go for the big play. This is wrong. The most successful companies aim to build customer centricity into their business by extending what they do now, with a sharper focus on the customer. This necessitates a high degree of agility and co-creation. Especially within the digital landscape.

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My Beliefs

Customer experience is 'the experience the customer has' no more no less: it always deals in the subjective world of the customer and its related antecedents (e.g., what we do). It is never about the