Today’s marketers are missing true customer insight

Customer centricity. Omnichannel experiences. Experience mapping. Just how many buzzwords can we create to describe the unicorn of genuinely good marketing; that of understanding and meeting the needs of the customer?
I find it astounding that the more sophisticated we get – with analytics, predictive modelling and rafts of data scientists – the less able we seem to be to put ourselves in our customers’ shoes and create brands and interactions that genuinely make their lives be