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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.

Once upon a time, in a land not so far away, visiting a chain bookstore meant having the chance to chat with an associate that could actually talk to you about the books on the shelves. Some stores even tested newly hired staff on their literary knowledge to make sure they could manage customer questions. Recent years, however, have seen working at a big box bookstore become more of an ordinary retail job than a reader’s dream job.