Customer experience versus customer science: An emerging trend
A CX thought leader presented the case for customer science replacing CX as the way forward for customer-centric businesses
As CX technologies evolve, Colin Shaw, founder and CEO, Beyond Philosophy, has put forward a case for replacing the notion of customer experience with customer science. Shaw said that, at first, a CX expert claiming that CX is dying may be seen as “turkeys voting for Christmas”, but explained how a deeper approach may improve customer engagement and bottom lines.
He said the new customer science trend combined data, AI and behavioral science, with these three elements merging to more accurately predict the actions and emotions of consumers. In recent decades, Shaw said he had seen CX evolve from the principles of total quality management through to widespread digital transformation.
In his presentation at CX Network Live: Voice of the Customer 2022, Shaw explained that the next step was to take a “psychology of the customer approach” that leveraged technology to better analyze customer feedback, determine what customers are telling brands and interpreting data for real business growth.
