A lot of the power of digital is in the stories that surround the initiatives. Digital is cool because we can talk about machine learning, artificial intelligence, dynamic … er … things, etc.

Customer Experience is one of those initiatives. It sounds great. It is a mindset or step in the creative process that takes into account the audience you are serving. Well before any metrics fed back that a focus on CX improves business, executives bought in.

The Customer is Always … Forgotten?