Most Companies Are Wrong About CX

It’s Not the Tech - It’s the Thinking: 5 Myths You Need To Unlearn

Rethink What You Thought You Knew About CX. Customer expectations have changed—but most systems, strategies, and assumptions haven’t. In this five-part series, we’ll expose one common myth each week that's holding brands back and explore how to shift from outdated thinking to modern, human-first experiences that actually work.

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MYTH 1

The myth: “CRM is where customer relationships live”

The reality: CRM is where customer data goes to die

Let’s be honest. Most CRMs are little more than digital filing cabinets. Clunky, static, and painfully out of step with how real customer relationships work today.

We’ve all seen it. CRM has been called the “source of truth” for decades. But a truth without context? That’s a half-truth. And truth without timing? That’s a lie your business keeps telling itself.

CRMs are great at logging history. Who clicked what, when they last emailed support, what product they bought. But customers don’t live in the past. They live right now. In apps. On smart devices. In conversations that span apps, platforms and channels, and often all within the same hour. 

So why are we still trying to create seamless customer experiences using disconnected systems that weren’t built for the way people behave?

Let’s call it what it is: CRM was designed for a world of records, not relationships. 

For businesses that control the flow, not customers who expect to be in control.

Here’s the truth: CRM isn’t the heart of customer experience anymore. It’s just the paper trail. 

If we’re serious about empowering customers, we need to stop thinking of CRM as the destination and start thinking of it as just one input into something far more dynamic. Real-time. Personal. Valuable.

UJET is flipping the script by connecting CRM with tools that operate in the moment: mobile-first experiences, AI-powered conversations, and personal technologies like digital wallets and portable preferences. 

Imagine this: A customer’s delivery is delayed, but before they even check the tracking page, they get a proactive message offering a new time slot or instant refund. Their wallet verifies identity with a tap, and their preferences are remembered from past interactions. No login. No friction.

The customer stays in control, and the brand stays one step ahead.

The next generation of customer relationships won’t be managed from a back-office database.

They’ll be built at the edge, wherever the customer is, and whatever they’re trying to do. 

Curious what that could look like for your business? UJET builds digital tools for the next generation of customer relationships.

 

Learn more at ujet.cx.

[Stay tuned for next week’s Myth #2!]

Contact UJET:

Discover what’s next for customer support. Request a demo and see how UJET can redefine your contact center.

 

UJET Contributing Writer:

  

Jamie Smith, Founder, Customer Futures

Jamie is the Founder of Customer Futures Ltd, an advisory firm helping businesses seize the opportunities around disruptive and customer-empowering digital products. He writes about the next billion-dollar market category - Empowerment Tech - at www.customerfutures.com.