Customer service specialist, customer-centric thinking and customer experience journey mapping are terms tossed around our corporate office with great gravitas. And for good reason. The business world has finally discovered that the little end-user is the person paying the bills.

Well, it’s not exactly a revolutionary realisation. After all, “the client is always right” has been a business mantra since long before “the client is always an asshole” was considered common knowledge. (Thanks, Kevin Smith). Neither of these two views are anywhere close to correct, and both disregard the one central understanding that drives true customer experience. Empathy.