Customer obsession emerged as a focal point for excellence becoming a key driver of business growth. But our research is telling us that this is not the direction of travel today. Decline in customer obsession is creating resentment and perception problems, fueling negative impacts on brands' long-term health, growth, and viability. People can only be won over by initiatives that earn trust through tangible support and stability. Join us as we explore how meaningful customer experiences in transport ticketing that build trust can be created leveraging creativity and technology.