At the latest with the successes of Amazon, Netflix, Apple & Co. successes, the terms user experience, convenience and customer centricity in combination with artificial intelligence, the internet-of-things and smart services have become no longer to be ignored economically, ecologically and socially.

But what are the factors that contribute to the best user experience, what does customer-centricity mean in comparison to customer-centredness? And why does the former represent a genuine paradigm shift in thinking?