Returning from vacation gave Laura a new perspective on how her company approached customer experience (CX). As a veteran director in the CX practice, she realized that she and her peers had become captive to internal opinion and suffered from brand arrogance.
They often guessed at what the customer experience and appropriate product and service modifications should be. Maybe it was the lack of analytical rigor or the aggressive time pressure of getting new products out the door. Regardless of the reasons, Laura and her team had arrived at the point where mythology was routinely mistaken for fact. It was time to build a test-and-learn culture based on customer data.