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CUSTOMER EXPERIENCE
"CX is defined as the total customer experience in a multidimensional construct that involves cognitive, emotional, behavioural, sensorial, and social components."
Katherine N. Lemon & Peter C. Verhoef
The Customer Experience Journey
1960-2010
1960s-1970s
Customer buying behavior process models: understanding customer experience and customer decision making as a process.
2000s
Customer relationship management (CRM): linkage models to identify how specific elements of the customer experience influence each other and business outcomes.
1970s
Customer satisfaction and loyalty: assessing and evaluating customer perceptions and attitudes about an experience.
2000s-2010s
Customer centricity and customer focus: focusing on the interdisciplinary and organizational challenges associated with successfully designing and managing customer experience.
1980s
Service quality: identifying the specific context and elements of the customer experience and mapping the customer journey.
2010s
Customer engagement: recognizing the customer’s role in the experience.
1990s
Relationship marketing: broadening the scope of customer responses considered in the customer experience.