Oh yes, here’s another much needed article on the need for customer centricity or customer focus, or our personal favourite: the single customer view.

Here’s what CX is about: the customer. And no, you can’t be customer focussed without talking to customers, or trying to understand your customers or putting yourself in your customers’ shoes, or testing your product on actual customers.

It’s common sense really, but it never seizes to surprise us how often clients just want to create what they want to create. The same way we believe what we want to believe. Not necessarily what customers want or need.

… money seems to miraculously appear whenever a Head of Marketing has read about something in Wired

Forever chasing unicorns and the latest trends and gimmicks, money seems to miraculously appear whenever a Head of Marketing has read about something in Wired or a CEO has just seen his teenage son engage with yet another cool app that self destructs after two hours.

But not all is lost. We’ve also noticed a bit of a renaissance in digital of late to solve ACTUAL customer problems. It is possible it seems!

And here’s how.

Led by the likes of Uber, Pizza Hut and deliveroo (interestingly, all examples of services that developers most likely need after a night out with a few too many pints) it is possible to come up with useful bots and digital services. The kind that are well designed, well written and well programmed, and drumroll: actually useful. No, we don’t mean chatbots which too often are just FAQ automation scripts.

So for your next boardroom wowing CX disruptive digital transformation programme, we’ll kickstart you with a simple question: what do your customers actually want? What is frustrating them that we could solve? (We also warmly recommend to start the night out with a few pints….;)

Or as we like to call it: CX = taking the customers’ pain away.