Wonderful article here from Rami Hmadeh, who takes a look at brand experience and where customers fit into the equation.
Elevating the Customer Experience is often touted as the end goal, or deliverable for an innovation project, but sometimes there is a missed opportunity to take it a step further.
Customer centric design and design thinking can often reveal business model paradigm shifts that a traditional customer experience focused approach might miss. Paired with design thinking and tech focused innovation, it is a truly powerful approach.