For brands today, crafting great customer experiences is about putting your audience at the centre of everything. It’s not easy, but it’s a key business differentiator. Many leaders struggle to get started, hindered by the challenges of driving transformation across teams. Yet, not staying the course risks serious reputational damage. Successful examples are emerging, driven by a clear vision, agility, and transparent communication. In this piece, Abdul Khaled, Head of Digital at E.ON Next, shares how he keeps a customer-centric focus, leverages data, and integrates AI into his strategy.