It's not enough to be customer-focused these days, according to Michael Winnick, founder of remote research platform Dscout. “You have to be customer obsessed." Speaking at the 2018 Dreamforce conference in San Francisco, Winnick said that most work aimed at understanding the customer journey doesn't really reflect the experience of actual users. “You need to understand the moment that the customer interacts with the product," he said. (Dscout uses mobile technology and video to investigate how people actually experience products.) Failure to understand that context can bring on a “downpour of negative consequences," he warned.