Customer experience change management is vital to thoughtful and sustainable change for brands

Joan Yong

Organisations have never had to deal with this scale of change management for customers, and marketers need to have proper frameworks in place.

Brand management
Customer centricity

Upon re-reading the Elisabeth Kübler-Ross Five Stages of Grief model, I shuddered. How could it be so accurate in mirroring exactly what I had gone through in the last few months?

Denial. Anger. Bargaining. Depression. Acceptance.

First mentioned in Kübler-Ross’...

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