The other day, I was talking with a friend about our customer experience software, and they asked when customer experience began and who was responsible for its creation? It was a good question, in which I dedicate this article to Tom for asking.
The CX field, also known as customer experience, has evolved significantly over the past few decades. It has become an important aspect of modern business, with many organizations recognizing the need to focus on delivering positive and memorable experiences to their customers.
The development of the CX field can be traced back to the mid-20th century when researchers began to explore the impact of customer satisfaction on business success. This led to the development of various customer satisfaction measurement tools and techniques that were used to evaluate customer experience.
In the 1980s, Richard Normann and Joseph Pine developed the theory of "service-dominant logic," which marked a major milestone in the evolution of the CX field. The theory emphasized the importance of customer experience and value creation in the service industry. According to this theory, services are not products that are delivered to customers; rather, they are co-created experiences that are produced by customers and service providers working together.
The 1990s saw the publication of influential books on customer experience, such as "Experiential Marketing" by Bernd Schmitt and "The Service Profit Chain" by James Heskett. These books provided insights into the importance of customer experience and its impact on business success.
In recent years, there has been a growing community of CX professionals and organizations dedicated to advancing the field through research, education, and industry best practices and more recently through software. Many businesses now have dedicated CX teams that are responsible for designing and delivering exceptional experiences to customers. The field has also benefited from the development of new technologies, such as online focus groups, discussion boards, and online surveys, which have enabled organizations to collect and analyze large amounts of data to gain insights into customer behavior and preferences.
While it is challenging to pinpoint a specific person or organization responsible for the creation of the CX field, it is clear that it has emerged as a result of collective efforts from a broad range of contributors over time. The continued growth and evolution of the field will only increase as businesses see the potential for increased sales, decreased waste in product creation and service offerings, by finding out directly from the customer what they are looking for, rather than the more traditional method of guessing.
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