A few months ago, being one of the key speakers of an event, I was passionately discussing about customer experience (CX). I presented a series of arguments about how understanding CX is essential for building better products, making technology work for people, and strengthening consumer connections. The audience was with me—nodding, smiling; then the panel discussion started. That was the time when a top executive from an industry revolving around people’s well being dropped this “bomb”: “Really? No one cares about the experience; we throw technology at them, they buy it. End of story.” I couldn’t believe my ears. 

This is the CX paradox: businesses pour millions into technology thinking it’s the answer to everything, while overlooking the one thing that truly matters—the human experience.

Is (just) Tech really the answer?

It’s tempting to believe technology has or is the magic solution; investing in AI, automating customer service, replacing humans with touchscreens, and calling it a day. Problem solved, right? Well, some might wish so. Yet, here’s the reality: technology is pointless if it doesn’t improve the lives of those using it - tech’s real value is not “summarized” into just making your life easier, it should also make it better.

Take the insurance industry, for example. They may be among the few who have the most advanced AI systems for underwriting and enhanced customer service. But if these systems are confusing, hard to use, or impersonal, all that technology means nothing. Customers don’t care how “smart” the tech is—they only remember how frustrating it was to interact with.

CX vs. UX: What’s the difference?

Customer Experience (CX) is about the full journey a customer takes when interacting with your brand- from first hearing about you, up to the support they get after purchasing. Meanwhile, User Experience (UX), is about how easy and enjoyable it is to use your product, service, website, app etc.

The key question: Does your technology actually improve this experience? Instead of asking your CTO or COO, talk to your CMO, your call center director, or better yet, ask your customers. And assume there’s always something you’re missing; you most probably are.

Companies spend millions on AI and automation, but if customers feel frustrated or disconnected, they’ll remember how your technology failed them, not how advanced it is. Think about Apple—their success isn’t just about powerful technology. It’s about creating an enjoyable experience with every swipe, click, and tap; it’s not the tech itself, it’s the feeling of using it.

Human Creativity: The missing link

So many companies think technology is enough, but without strategy and creativity, tech won’t connect with people. Creativity, in this context, means solving real problems for real people. It’s about understanding what your customers want, what frustrates them, and how to make their lives easier. Creativity gives meaning to CRM, CMS, and automation tools by designing them to be truly useful.

Ask yourself: Are you designing your technology with your customers’ needs in mind? And if you think you are, ask again—are you sure you’re designing tailored to their needs, or for what you assume they need? If you’re not 100% sure, you’ve missed the mark. After more than 20 years in this field, I’ve learned that balancing technology with creativity is essential; technology is a powerful tool, but it’s how you use that tool to solve human problems that matters.

Four principles to balance tech with heart

1. Design with empathy: Easy to say inside the meeting rooms, hard to accomplish it. Understand your customers’ frustrations, needs, and desires; if your product doesn’t make life easier, you’re missing the point.

2. Keep It simple: The best tech is often invisible. Could your product be simpler? Are you adding features just for trends, or because they truly help?

3. Fit into their life: Technology should blend into your customers’ routines seamlessly, not disrupt their flow. Does your tech solve problems naturally, or is it just one more thing to figure out?

4. Learn and evolve: The work doesn’t end at launch; keep listening to feedback and adapting. Great companies constantly improve based on what their customers actually need.

At the end of the day, technology is just a tool. No matter how advanced, it’s worthless if it doesn’t improve your customers’ lives. The companies that win aren’t the ones with the flashiest tech—they’re the ones that use technology to create better experiences.
It’s about Empathy, not just Innovation.

So, do you invest in technology to look impressive, or to truly make a difference for your customers—and your business? If you ask me, technology can be so much more than a tool; it can and should be treated as an asset.

Yiannis Lapatas, PwC Experience Center, Creative Director | Customer Strategy & Experience Lead