For brands today, crafting great customer experiences in complex, multi-channel environments is all about the human element: putting your audience right in the centre of your organisation’s attitudes and actions.

It’s easier said than done, of course, but it is increasingly a business differentiator. Many leaders struggle to even get the process off the ground because they quickly become hamstrung by the myriad of challenges that come with driving transformation and consolidating a customer-centric culture across disparate internal teams. A failure to stay the course, though, is to run the risk of profound reputational fallout.

The good news is that successful use cases are emerging, and they tend to abide by the same principles – a crystal clear vision from the top, an agile approach to change, and transparent communication (that’s not to mention relevant products and services). Here, we speak with Abdul Khaled about how he has approached the concept of customer centricity in his role as Head of Digital at E.ON Next.

We get granular around:

• The strategies he uses to keep a customer-centric focus through turbulent times
• How he uses data to empower decision-making when it comes to the customer experience
• How he sees AI fitting into his digital ecosystem
• The trends he predicts will come to the fore in 2024 and beyond