INTRODUCTION

Why Customer Experience 3.0?

My career began 40 years ago when I examined government and private sector complaint handling for the White House Office of Consumer Affairs. It quickly became clear that many consumer problems could be prevented if the marketing department set more realistic expectations and customers were educated on how to use products and encouraged more to read and follow directions. Many of my articles in the 1980s for quality, marketing, and customer service publications advocated for these actions, but only customer service and consumer affairs professionals listened.

Soon thereafter, authors, such as Joe Pine, Shaun Smith, and Jeanne Bliss, advanced the concept of customer experience (CE), which is dramatically ...

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