Gustavo Imhof, a CX consultant, talks to Valentina and Greg about the most common CX misconceptions he has come across during his career. Gustavo comes with thought-provoking statements, seemingly paradoxical at first glance. For example, advising CX strategists not to be customer-centric. To find out more about what Gustavo does, visit his profile: https://www.linkedin.com/in/headofcustomerexperience/ Check out Gustavo's recently published book - Customer Experience 3: https://www.amazon.co.uk/Customer-Experience-3-Naeem-Arif/dp/191277481X/ref=sr_1_6?dchild=1&keywords=customer+experience+3+book&qid=1617643992&sr=8-6 05:21 - the most common mistakes organisations make I 10:33 - the danger of exceeding customer expectations I 22:50 - Why are memories more important than the experience? I 29:27 - advice to CX leaders

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