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The Evolution of Customer Experience: From Consistency to Purpose

Lior Arussy

March 22, 2017

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"Customer Experience Design has gone through an evolution. This evolution can be best described through three generations of customer experience design:

Consistent experiences Exceptional experiences Purposeful experiences

We are now facing the third generation of customer experience. While consistency or emotional engagement will be sufficient for some situations, to create true customer relevance, companies must raise their aim when designing their experience. Customer experience has a new higher bar: purpose."

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