13/02/2026
Customer experience used to be basic customer service.
You’d call, speak to someone, and judge the service.
But customers don’t reward effort like that anymore. People haven’t suddenly become ‘harder to please’. In fact, the baseline has moved.
This is a big part of what people mean by customer-led growth.
Customers now reward ease, clarity, consistency and connection, and they don’t compare you to your competitor like they once did.
They compare you to the last best experience they had… anywhere.
I turned some of the contrasts into a simple Old Thinking / New Reality graphic, what do you think?
Which ‘old thinking’ do you still see businesses clinging to?
