The film Everything Everywhere All at Once was 2022’s runaway hit, winning praise for blending characters, genres and timelines. To some, it made perfect sense – to others, it was chaos. I saw in it a parallel to the environment in which in-house customer experience (CX) teams operate, especially in large organisations with millions of customers and thousands of employees. With multiple user segments, business goals, time horizons and journeys – it’s everything, everywhere, all at once!
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