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Your customer doesn’t exist: It’s time to drop the ACT (Average Customer Trap)
When teams rely on headline metrics, broad assumptions or the loudest feedback, they risk creating experiences that work well for some but fail many others. Important needs go unnoticed and critical perspectives go unheard when things are designed for an "average" customer that doesn't exist.
This session explores how segmentation and insight communities help organisations build a richer, more realistic understanding of their audiences. By intentionally engaging diverse and even polarised voices, teams can uncover deeper needs, challenge long-held assumptions and design more resilient, inclusive and effective services and operational excellence.
Join us to learn practical approaches for moving beyond surface-level insight and designing with confidence for the full complexity of your customer base.
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