Wait, what? Surely we mean Customer Experience?

Well, yes.

​

And no.

Despite its name, the business of Customer Experience still has very little to do with customers. It includes huge technology companies, communications agencies, management consultancies and much more besides. And all are hoping to create the most relevant, the most engaging, the most ‘what customers want’ experience ever seen.

​

And yet the single most important element in this process is rarely considered.

If you don’t understand your customers’ Expectations, how can you possibly deliver the best Experience?