Today’s marketers are missing true customer insight

Customer centricity. Omnichannel experiences. Experience mapping. Just how many buzzwords can we create to describe the unicorn of genuinely good marketing; that of understanding and meeting the needs of the customer?

I find it astounding that the more sophisticated we get – with analytics, predictive modelling and rafts of data scientists – the less able we seem to be to put ourselves in our customers’ shoes and create brands and interactions that genuinely make their lives better.

We are all humans. We’ve evolved over millennia to have empathy and a theory of mind – the two things needed to understand and influence other people – and our brains are (many argue) designed entirely for the purpose of navigating human society.

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