You’re not going to get insight and observation about what customers are really thinking and what problems they’re really trying to solve unless you’re out there with them - Troy Barnes, AIA Malaysia
Barnes is ultimately arguing that true customer centricity does not come from thinking about your customers. It's not even about thinking like a customer.
It's about getting out into the market and experiencing exactly what your customers experience. Only then - when you understand their true demands, their true journeys, their true "pain points" and their true sentiment - can you build the optimal experience.
Barnes discusses this approach in the new CCW Digital Podcast, which you can access below.