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Customer Experience Isn't New, It's Been Around For Decades

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Customer experience is a point of emphasis for many companies who are focusing on creating and implementing CX Programs in an effort to personalize their service and make a connection with their customers. In her recent article, Sharon Oatway, Owner, President and Chief Experience Officer of VereQuest, says that although CX Programs may be a new trend for some companies, the idea of earning customer loyalty by knowing and understanding customers and their needs isn’t new. Oatway says that new developments always come along in the customer experience, such as Customer Relationship Management in the 1990s or CX Programs today; the essential goal of building authentic relationships with customers has been around since the only existing companies were local mom-and-pop stores. 

Oatway argues that the essential elements of CX Programs have existed within the customer experience industry since the 1980s, such as removing pain points from processes, creating variations of customer journey maps via flowcharts, and goals to provide high-quality service with a customer-centric organization. As a result, companies are much better at delivering on these goals than they were decades ago. It shouldn’t require a label like CRM or CX in order for managers to have a customer-centric mindset. Being customer-centric should be the duty of every employee at a company, from entry level to c-level and from departments across every silo. While customer experience should be the goal of every company regardless of trends, labeling these efforts with new titles like “CX Program” does help customer service programs get more funding, which furthers customer experience development.

Ultimately, Oatway believes the biggest value in CX Programs comes from companies looking at themselves from the perspective of their customers. It can be difficult to look beyond your company internally, but it’s important to be able to recognize what your customers are unhappy with and where your processes need to be adjusted. When a company can get a grasp on the customer point of view, they can provide a relatable and empathetic customer experience. 

This blog post is based on an article from ICMI. To read the original article, please click the link below:

Customer Experience: Just Another Catch-Phrase? – Sharon Oatway



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