As businesses have grown colder and more structured around policy—without taking into consideration the people the policies impact and affect—consumers increasingly feel uncared for and not considered. Customers no longer feel special because more and more the operations and structures are designed to keep the “personal” out of the “business.” In most organizations, new customer onboarding and experience is not consciously designed, logically structured, or consistently executed in a way that meaningfully contributes to the customer’s emotional journey.
