The CX vs Creativity debate

There is a very tedious argument doing the rounds this year about how CX is killing creativity and brand differentiation. As it has become clear that to not have a CX capability these days is a risk (as providing a decent experience to customers is now expected) CX has become a risk mitigation, not a differentiator. Decisions based on risk aversion don’t typically stimulate differentiated thinking, so why would CX provide differentiation under those circumstances?

My full thoughts on the misconceptions about CX and creativity can be read here .