We could be entering the next step in the evolution of customer experience as a discipline, led by advances in technology. In a twist of irony, harnessing the power of artificial intelligence (AI), machine learning and big data might just be the breakthrough needed to make customer experiences more human.

A central theme of the recent Design Thinking Conference in Amsterdam was empathy, which is considered the first step in applying design thinking to problem-solving. It is theorised that only by truly understanding a customer’s pain points can you develop the right solutions...

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