Finding the time and resources to thoroughly understand the customer journey can be difficult, but it has been shown to pay significant dividends to businesses that make the effort. Namely, the better you understand customer expectations, the easier it is to tailor the customer experience to meet their specific needs. In this episode of Experience Better: The CX Podcast, Malina Kaija, Co-Founder of theturnlab, explains how to build a customer-centric business and create customer personas.