In this article David sets out how his research and thinking have led him to develop his ‘Always Human’ approach to customer experience that is contrary to many established practices. It outlines how it might explain why, despite its high profile, there is a sense that CX is not delivering. It discusses what a customer is, what it means to be human and the consequences of designing for customer rather than humans.
Always Human, Sometimes a Customer: The Distinction That Could Be Undermining CX (cxbuzz.com)