While the customer experience concept is not new, the dawn of the internet opened the world’s eyes to the importance of the user experience. This spawned a new field with significant influence over how organizations deliver value and interact with customers.
The lines between analog and digital activation are blurring with the increasingly interconnected customer experience physical and digital touchpoints. While customers stroll through a brick-and-mortar store and read point-of-sale material, they could be simultaneously comparing prices and checking reviews on their mobile phones. For customers, there is little regard for the medium through which the brand delivers the experience.