‘Imagine for a second that you’re a human.... ” Yikes! Now there’s a crazy statement to make during a customer experience design session. However, more companies need to start thinking this way.

Sadly, there is no shortage of stories about customers being treated badly, even inhumanely. The one that always—instantly—comes to mind is the one of the poor doctor who got dragged off that United flight just a year ago. If there’s ever a Would You Do That to Your Mother? moment, that is certainly it.

How does something like that even happen?

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