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Start leveraging the most under-utilised and powerful human resource in business today-Customer Empathy. Global performance reports show that current customer experience (CX) practices are failing organisations and their customers. Promised returns of enhanced customer value, competitive differentiation and CX as a driver of sustainable growth are not being fully realised-at best, there is only incremental gain for most organisations. As it stands, customer experience management and design is overdue for radical intervention. Two time author and leading authority on Customer Experience, Alex Allwood asks why, with so many organisations investing vast amounts of energy and effort into customer experience excellence, is there at best, only incremental gain? How might we change the status quo to benefit customers, employees and businesses? Customer Empathy is a powerful human resource for positively impacting customer experience excellence that until now has been largely overlooked. Alex Allwood outlines her framework, methods and tools to switch on and scale customer empathy to solve the common customer experience management problems of low organisational commitment, poor alignment of cross-functional teams, and competing agendas and priorities. Customer empathy helps leaders and employees to see the customer's world differently. Doubling down on CX practices by switching on customer empathy to create deeper understanding, more meaningful connection, align and unite teams and enrich decision making to benefit customers, employees and the business.