Understanding the real needs and problems that Customers go through is fundamental to delivering great experiences.
True customer centricity comes from engaging at the very beginning with those that will use the products and services. This not only informs designs to a great extend but at the same time allows multi-disciplinary teams to grow deep empathy for customer problems in its diversity
Multi-disciplinary teams are very important when gaining insights from customers. To achieve that no great skill set is needed like being a designer or researcher. Curiosity and empathy to be on the customer shoes will be a great advantage in order to learn and understand the context where action takes place, the meaning of specific interactions, what customers think, do, say and feel.