James Dodkins is the Customer Experience Rockstar. After a career touring the world as a guitarist in a heavy metal band, James now uses his real-life experience to help brands deliver rockstar experiences for their customers. In this episode you’ll learn why it’s important for brands to think about the customer on a personal level and how doing this can help you think about what a successful experience means for them.   Key takeaways (starts at 16:28): Start with empathy Challenge your perceptions Think about what goal the customer is trying to achieve Look for ways to remove friction (same outcome + less touchpoints = better experience)