It was great to catch up with Customer Experience practitioners from the Middle East who shared their practical experience of working in the current crisis. My key takeaway is that only those companies with established customer experience principles are able to understand the rapidly mutating customer needs and adapt to them in real time. If you don’t have a customer insight programme now is the time to start — understanding your customers has never been more important. Make sure you set it up to look into the present and the future though, not like many ‘retrospective’ programmes measuring satisfaction or recommendation. Get in touch to find out how!