Abstract
This study aims to explore the current state of customer experience (CX) innovation in South Africa and its position within the chasm of the innovation curve. In a diverse market characterized by cultural and varying consumer preferences, the focus on CX innovation is essential for creating unique, memorable interactions between customers and brands. The paper explores the transformative journey from product-centric to customer-centric business strategies within the South African context, emphasizing the impact of organizational culture on customer interactions. By examining various industries and sectors, this paper seeks to identify key challenges, opportunities, and strategies for bridging the gap between early adopters and mainstream market acceptance. The insights gathered from direct observations and indepth interviews with industry leaders will inform recommendations for fostering a culture of customer-centric innovation in South Africa.
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