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For every survey I’ve read stating that over 70% of people are looking forward to getting back to the office, I’ve read another stating 70% would be willing to continue working from home.

These results should come as no surprise, as it is not - and has never been -  a black and white issue. Shopify’s recent news, along with many notable tech firms, to be digital first and 100% remote will create much needed discussion but it does not have to be an “all or nothing” proposition.

This shift in the nature of work (e.g. teleworking, remote work, gig economy, virtual work, flexible work programs) was occurring way before the pandemic. Many organizations – granted mostly in high tech -   such as Buffer, GitLab and Zapier – which were already 100% virtual, are proving that the model does work and some of their practices can translate to more traditional industries and corporate cultures.

However, what we are seeing now is a crisis-induced...

At its simplest, customer experience is your customers’ perception of how you treat them. What does it feel like to do business with you? Your “brand” is the sum total of all their experiences with your organization and every touchpoint matters. Your customers’ perception will impact their behavior, actions and ultimately brand loyalty, or lack thereof. Only when your business has defined what that experience or feeling should be, can it determine which processes, improvements and technologies are needed to support it.

In this hyper-connected era, one of the biggest challenges I see my clients struggle with across all industries is understanding the role of each channel on the path to purchase (or whatever your particular conversion point may be such as a renewal or a subscription).

Four steps to becoming more customer centric:

1. Understand your customer. Develop personas (not just segments).
2. Seek to understand and map the journey across your channels...