I started Beyond Philosophy 20 years ago when Customer Experience was the next big thing; the new concept that was going to change everything in business. The last big thing, Customer Relationship Management (CRM), was old news. After all, everyone had one at that point.

Now, in 2022, I see the next big thing: Customer Science. Customer Science combines the power of artificial intelligence (AI), customer data, and the concepts of behavioral science to help organizations create a winning customer strategy. Leveraging the power of Customer Science, organizations can understand why their customers are doing what they are now and, perhaps more importantly, what they are likely to do next.

In this episode, we talk about Customer Science and how it can turn things around for your organization in 2022. Will you be on this new wave of change’s crest or left in its trough making the same mistakes you did last year?

Key Ideas to Improve your Customer Experience

The mistakes of last year are best summarized by lagging or plateauing Customer Satisfaction Scores. The American Customer Satisfaction Index (ACSI) says only 30 percent of companies tracked by ACSI improved their score over the last 10 years. Another way to look at it is ASCI says 70 percent of companies either had flat results or saw a decline in customer satisfaction. All this to say, it’s time for a next level for customer strategy. As Customer Experience moves aside for Customer Science, we have found it.

Here are a few key moments in the discussion:

03:21 Colin describes how what he is seeing in business today regarding customer experience feels familiar to what was happening over two decades ago with CRM.
08:34 We get into what Customer Science is and what it is capable of doing for businesses today.
13:27 Colin reads some articles for 2002 regarding CRM, when experiences were becoming a new focus and compares it to what is happening with Customer Experience today.
20:10 Colin explains what this might mean for Customer Experience professionals moving forward with the new wave of change.
22:51 We share how to respond to these changes in the best possible way for your organization and your career as we move into 2022.

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Customer Experience Information & Resources

LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 289,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy LLC as one of the best management consultancies for the last two years. Follow Colin on LinkedIn and Twitter.

Click here to learn more about Professor Ryan Hamilton of Emory University.

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers.

Experience Health Check: You already have an experience, even if you weren't deliberate about it. Our Experience Health Check can help you understand what you have today. Colin or one of our team can assess your digital or physical Customer Experience, interacting with your organization as a customer to define what is good and what needs improving. Then, they will provide a list of recommendations for critical next steps for your organization. Click here to learn more.

How can we help?

Click here to learn more about Beyond Philosophy's Suite of Services.