From CX to Social Change

Customer centricity is the foundation of outstanding and disruptive experiences. We’re only now beginning to realise the impact that exceedingly popular and global products and services like social media, sharing economy or massive e-commerce have not only in individual customers, but in the fabric of society as a whole. 

When developing these products, we usually strive to optimize for the best customer experience and business outcomes, measuring interactions at different touchpoints and reducing friction and pain points for the most seamless CX. Increasingly aided by big data and machine learning, we are becoming very good at delivering great CX by means of personalization and smart recommendations. 

However, we also need to ponder how great CX for individuals in the context of a product or service —particularly in those with massive reach— is influencing social interactions and behaviours. What if, say, ordering food is easier and cheaper than cooking? How does that shape family and friend gatherings? Traffic, job or housing legislation and regulation? Food markets and supply chains? 

Sometimes growth and success come at the expense of us humans. In this session, we’ll discuss how to strive for balance and look out for lighthouses throughout the journey.