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April 28th 2021 14:28 Content The ambition to deliver great customer experiences is universal, eternal and often feels unattainable – no matter what you do, there is more to be done; no matter how on-trend you are, the next trend is already calling. Improving your CX capability is not the answer, writes Engine Transformation CEO Emma Robertson, it’s what you do next internally that will count. Over time CX has gained importance and prominence within organisations – user interface design developed into UX, UX became UCD – and now we are all about the CX. Perhaps as a result of where it started, it has typically developed as a centre of excellence and the domain of practitioners, with the unintended consequence of becoming disconnected: a step in the process, a phase of work or a voice in the stand-up. And here-in lies the problem – CX becomes a link in the chain when it should be the chain. ....
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