The World Of Customer Experience: how businesses learned to know everything about their customers, and still forgot understand them.

Somewhere in the world today, a customer is explaining the same problem for the third time.The company knows their name. Their purchase history. Their loyalty status. Their last survey score. It still does not know them.This is the oldest problem in commerce. For two centuries, every generation of leaders has tried to solve it. The neighbourhood shopkeeper knew every customer by name because his world was small enough to be human. Then scale arrived - and with it, an ever-widening distance between what organisations knew about their customers and what they actually understood.The World of Customer Experience traces that distance from the rice seller who needed no system to know his customers, through the call centres, CRM platforms, helpdesks, and social media revolutions that followed, to the artificial intelligence that is only now beginning to close the gap.Each chapter is built around a human story. Patricia, who called about a broken refrigerator in 1987 and left without anyone noticing. Raymond, whose Rolodex held what the CRM could not. Ananya, who spent Monday mornings assembling one customer from seven systems by hand.Beneath every story is one question: why do organisations that know so much about their customers understand them so little?The answer is not a technology failure. It is a human one.To make sure that, this time, someone notices.