In today’s competitive business environment, delivering exceptional customer experience is no longer an option – it’s a requirement. To succeed, organizations are required to place the customer at the centre of their business strategy, and design their products, services, and processes around the needs and preferences of their customers. Research has also shown a positive and significant impact of customer centricity on sales revenue and customer loyalty. However, despite our best intention, organizational goals on the one hand and processes and technicalities on the other hold us back from delivering a good customer experience, eventually blocking customer centric behaviours and actions. Here’s an opportunity to explore novel ways of placing the customer at the centre of our day-to-day tasks!