customer understanding

Journey Mapping: Which Journeys Should You Start With?

The first step in my six-step journey mapping process is Plan.

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Defining and Communicating Your Intended Customer Experience

I originally wrote today’s post for the CXPA. It appeared on the CXPA site on April 15, 2020as part of a series on CX as a Strategy for Resilience. Be sure to check out the entire series.

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Why Customer Experience Transformations Stall

I originally wrote this post for It appeared on the Forbes site on November 14, 2018.

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Customer Understanding: The Cornerstone of Customer-Centricity

If you don't know by now, customer understanding is the cornerstone of customer-centricity.

Customer-centricity means putting the customer at the center; customer understanding is how you'll achieve that.

What is customer-centricity?

A lot of people talk about being customer-centric, but it’s one thing to say that and another to be it! Customer-centricity is about putting the customer at the center of all you do.

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by: David Armano

Walking by the train tracks on my way to work one day, I noticed a tiny tree sprouting from the rocks alongside the tracks. Headphones on, and power walk in place, I saw it—but really didn't "see" it. But a "whisper" told me to stop. So I did. Taking off my headphones, I knelt down and took this picture. The whisper said  "There's something here. Something to think about... How can tree grow in a place like this?".

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