When exactly did customer experience begin and how did it become what we know today?

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The concept of customer experience can be traced back to the first theories of marketing and consumption developed between the 1960s and the 1990s of the last century. It was born in a context characterized by the growing peru whatsapp resource commodification of services, in which the value of a product was no longer limited to its price or its availability but was generated through customer loyalty and increasingly depended on their propensity to repeat purchases.

However, we have to wait until the mid-1990s to have a theoretical systematization of reflections on customer experience. The first to coin the expression “customer experience” and to develop a framework for engineering the customer experience was probably Lewis “Lou” Carbone in his very famous 1994 article entitled Engineering Customer Experiences .

From that moment on, customer experience increasingly becomes the differentiating factor underlying consumer choices . A much-cited 2018 PwC report conducted on a sample of 15,000 people found that 1 in 3 customers would abandon a brand they love after just one bad experience and that 92% would choose another company after just two or three negative interactions at most.

Digital Customer Experience: Customer Experience in the Age of Digital Transformation