[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/09\/how-did-we-get-to-cx\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/09\/how-did-we-get-to-cx\/","headline":"How did we get to CX?","name":"How did we get to CX?","description":"In a CX Minute \u2013 Episode 18 It comes a time in every weekly column where you have nothing \u2013 NOT A THING \u2013 to include in the column.\u00a0 I have no links, I am not going to release any videos until next week (two weeks release schedule, well \u2013 week-ish), and I have nothing […]","datePublished":"2021-09-09","dateModified":"2022-04-21","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/esteban-kolsky\/#Person","name":"Esteban Kolsky","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/esteban-kolsky\/","identifier":441,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/f97ffc2a077cb1020b8429fbc93513eb25116664043740be712185cbc0e3eef5?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f97ffc2a077cb1020b8429fbc93513eb25116664043740be712185cbc0e3eef5?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/09\/how-did-we-get-to-cx-ftr-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/09\/how-did-we-get-to-cx-ftr-1.png","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/09\/how-did-we-get-to-cx\/","video":[{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=HL_vHDjG5Wk#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=HL_vHDjG5Wk","name":"Post hoc, ergo propter hoc","description":"After it, therefore, because of it - don't simply assume that because one thing follows another, the first thing caused the second thing to happen. A classic scene from the second episode of The West Wing, where Jed Bartlett implies that the reason he lost Texas was because he believed Texans would never elect a president who spoke latin.","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/HL_vHDjG5Wk\/default.jpg","https:\/\/i.ytimg.com\/vi\/HL_vHDjG5Wk\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/HL_vHDjG5Wk\/hqdefault.jpg"],"uploadDate":"2009-04-20T02:48:08+00:00","duration":"PT1M28S","embedUrl":"https:\/\/www.youtube.com\/embed\/HL_vHDjG5Wk","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCYv9_MRJ1t4uNQBCQ-CsQRg#Organization","url":"https:\/\/www.youtube.com\/channel\/UCYv9_MRJ1t4uNQBCQ-CsQRg","name":"Paul Harrison","description":"Amongst other things, tribalinsight has videos investigating all aspects of human behavior.","logo":{"url":"https:\/\/yt3.ggpht.com\/MOOb98fL0loFwgpsNDliYeN7_N2-eY0qOBNgfxQxeSxn_J6nGdsoCfWHOhRhWRQnxR2wavv1=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=HL_vHDjG5Wk#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=HL_vHDjG5Wk#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=HL_vHDjG5Wk&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=HL_vHDjG5Wk#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":801635}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=HL_vHDjG5Wk#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":3226}]},{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=tXXgOZHuhSM#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=tXXgOZHuhSM","name":"In a CX Minute: Esteban Kolsky Interviews Ed Thompson","description":"In this series (otherwise known as): \"I Don't Know What I'm Doing, With Friends\", SAP CX Chief Evangelist, Esteban Kolsky explores topics and conversations around customer experience. \n\nCatch all of the latest blogs from Esteban too, here on The Future of Customer Experience & Engagement: http:\/\/sap.to\/6054yxMNu\n\n#InaCXMinute","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/tXXgOZHuhSM\/default.jpg","https:\/\/i.ytimg.com\/vi\/tXXgOZHuhSM\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/tXXgOZHuhSM\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/tXXgOZHuhSM\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/tXXgOZHuhSM\/maxresdefault.jpg"],"uploadDate":"2021-09-01T18:22:05+00:00","duration":"PT21M53S","embedUrl":"https:\/\/www.youtube.com\/embed\/tXXgOZHuhSM","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCJ-J9ws028X7ASicv0-r8dQ#Organization","url":"https:\/\/www.youtube.com\/channel\/UCJ-J9ws028X7ASicv0-r8dQ","name":"SAP Customer Experience","description":"The official SAP Customer Experience (SAP CX) YouTube channel.  \n\nCheck out product demos, executive presentations, great customer experiences, customer and partner stories and more!\n\nSAP privacy statement for followers: www.sap.com\/sps \n\nFor more information from SAP Customer Experience or to have someone from SAP Customer Experience contact you please go to: cx.sap.com","logo":{"url":"https:\/\/yt3.ggpht.com\/Xh1UKLBf2zMxSEnvtd-X9C7nv3-dc9FCbfDkMhrO6DSRQYKMH_rdLPYabMMsf9FRYSmNTbVNow=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=tXXgOZHuhSM#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=tXXgOZHuhSM#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=tXXgOZHuhSM&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=tXXgOZHuhSM#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":256}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=tXXgOZHuhSM#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":4}]},{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=fiOMbqPHFwo#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=fiOMbqPHFwo","name":"How Do You Do Fellow Kids? | 30 Rock","description":"Steve Buscemi's Lenny Wosniak definitely passes for a teenager, right?\n\nJack decides changes are needed to keep TGS on top during the recession; Jenna decides to makeover her image; Tracy reaches out to the common man; Liz and Pete scout for new talent; Kenneth leads a page strike.\n\nFrom Season 6, Episode 8 'The Tuxedo Begins' After Jack is mugged, he decides to run for mayor so he can protect the city's elite; Liz puts herself ahead of the good of the city; Jenna and Paul try acting like an average couple.\n\nYour favorite shows, movies and more are here. Stream now on Peacock:\u00a0www.peacocktv.com\n\nWatch 30 Rock on Google Play: http:\/\/bit.ly\/2ffez47 & iTunes http:\/\/apple.co\/2vxg183\n\nSubscribe: http:\/\/bit.ly\/2wnzhDx\n\nThis is the official YouTube channel for 30 Rock. Watch all of the official clips from the series, the funniest moments and recurring jokes, and follow the adventures of the TGS crew of misfits.","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/fiOMbqPHFwo\/default.jpg","https:\/\/i.ytimg.com\/vi\/fiOMbqPHFwo\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/fiOMbqPHFwo\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/fiOMbqPHFwo\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/fiOMbqPHFwo\/maxresdefault.jpg"],"uploadDate":"2018-01-10T17:39:36+00:00","duration":"PT1M40S","embedUrl":"https:\/\/www.youtube.com\/embed\/fiOMbqPHFwo","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCwLuX0LoZmlIFpfKvCHyELw#Organization","url":"https:\/\/www.youtube.com\/channel\/UCwLuX0LoZmlIFpfKvCHyELw","name":"30 Rock Official","description":"30 Rock is available now on Peacock, the new streaming service from NBCUniversal. Watch thousands of hours of hit movies and shows, plus daily news, sports, and pop culture updates. Stream now on Peacock.","logo":{"url":"https:\/\/yt3.ggpht.com\/ytc\/AIdro_njCPdLxLPmQLwe6VbcA06o7TaNkPg4mzmd8VmKPuRNVRc=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=fiOMbqPHFwo#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=fiOMbqPHFwo#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=fiOMbqPHFwo&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=fiOMbqPHFwo#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":2922896}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=fiOMbqPHFwo#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":44228}]},{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=dE2pQNWXHmc#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=dE2pQNWXHmc","name":"In a CX Minute: Esteban Kolsky Interviews Graham Hill","description":"In this series (otherwise known as): \"I Don't Know What I'm Doing, With Friends\", SAP CX Chief Evangelist, Esteban Kolsky explores topics and conversations around customer experience. Catch all of the latest blogs from Esteban too, here on The Future of Customer Experience & Engagement: http:\/\/sap.to\/6059yTHbb","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/dE2pQNWXHmc\/default.jpg","https:\/\/i.ytimg.com\/vi\/dE2pQNWXHmc\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/dE2pQNWXHmc\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/dE2pQNWXHmc\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/dE2pQNWXHmc\/maxresdefault.jpg"],"uploadDate":"2021-07-12T18:15:16+00:00","duration":"PT27M19S","embedUrl":"https:\/\/www.youtube.com\/embed\/dE2pQNWXHmc","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCJ-J9ws028X7ASicv0-r8dQ#Organization","url":"https:\/\/www.youtube.com\/channel\/UCJ-J9ws028X7ASicv0-r8dQ","name":"SAP Customer Experience","description":"The official SAP Customer Experience (SAP CX) YouTube channel.  \n\nCheck out product demos, executive presentations, great customer experiences, customer and partner stories and more!\n\nSAP privacy statement for followers: www.sap.com\/sps \n\nFor more information from SAP Customer Experience or to have someone from SAP Customer Experience contact you please go to: cx.sap.com","logo":{"url":"https:\/\/yt3.ggpht.com\/Xh1UKLBf2zMxSEnvtd-X9C7nv3-dc9FCbfDkMhrO6DSRQYKMH_rdLPYabMMsf9FRYSmNTbVNow=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=dE2pQNWXHmc#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=dE2pQNWXHmc#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=dE2pQNWXHmc&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=dE2pQNWXHmc#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":121}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=dE2pQNWXHmc#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":3}]},{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=m9We2XsVZfc#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=m9We2XsVZfc","name":"Original GhostBusters Theme Song","description":"GhostBusters Theme Song\nArguably the best theme song!","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/m9We2XsVZfc\/default.jpg","https:\/\/i.ytimg.com\/vi\/m9We2XsVZfc\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/m9We2XsVZfc\/hqdefault.jpg"],"uploadDate":"2008-08-06T00:39:06+00:00","duration":"PT4M4S","embedUrl":"https:\/\/www.youtube.com\/embed\/m9We2XsVZfc","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UC4rgyQeDYLlwvIjxCjbHU3w#Organization","url":"https:\/\/www.youtube.com\/channel\/UC4rgyQeDYLlwvIjxCjbHU3w","name":"PrestigeGhost","description":"","logo":{"url":"https:\/\/yt3.ggpht.com\/ytc\/AIdro_ly2PyC4T6IBe3a8b-z8SEd9s7buFCu69nmOeBG0wi6BYQ=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=m9We2XsVZfc#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=m9We2XsVZfc#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=m9We2XsVZfc&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=m9We2XsVZfc#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":244178524}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=m9We2XsVZfc#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":1222986}]}],"about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/sales\/crm\/","name":"CRM","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_relationship_management","http:\/\/www.wikidata.org\/entity\/Q485643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},"In a CX Minute"],"wordCount":1156,"keywords":["CRM and CX"],"articleBody":"In a CX Minute \u2013 Episode 18It comes a time in every weekly column where you have nothing \u2013 NOT A THING \u2013 to include in the column.\u00a0 I have no links, I am not going to release any videos until next week (two weeks release schedule, well \u2013 week-ish), and I have nothing to share because \u2013 well, let\u2019s be honest\u2026 who releases new stuff in the summer?Post hoc, ergo propter hoc \u2013 after this, because of this if you are not one of us \u2013 we find ourselves at the mercy of my need for ~1200 words and a blank sheet of paper.\u00a0 You will have to suffer my writing\u2026I often find myself trying to explain to people two things: what and why.\u00a0 What is CX, and why now.\u00a0 This is a good a time as ever to cover this, especially because we have been answering those questions extensively here at Narrative HQ \u2122 lately.\u00a0 The make up the core, the basis, the heart of what we are trying to do here at SAP for CX.What is CX? How does it differentiate from CRM? Where did it come from?I recorded a video with analyst to the stars Ed Thompson from Gartner (OK, maybe I will share a video from my new collection).It was not just for fun, Ed and I wrote a paper in 2001 called a Primer on Customer Experience Management (CEM) (if you have a Gartner account you may be able to find it in deep archives, but I have not checked for some time whether it is still available) which was published 20 years ago last week (that was the reason for the video).\u00a0 In that paper we put on our erudite hats and attempted to collect all that was known about CEM (back then we were still heavy on management and control, on the heels of CRM) and how it would affect organizations.\u00a0 I\u2019d be remiss to say it was great (although, it was for the time \u2013 since no one had written much about this and we were mentioning it only on the side), but it was a good start.I am brining this up because it was the research (mostly academic, and it started my love for behavioral sciences books) that started CX (nee CEM) from the point of view of management and control.\u00a0 Fast forward about a decade later and an unknown independent analyst who had been trying to figure out customer experiences from the side of the customer then wrote a seven-part series on an obscure blog advocating for designed experiences \u2013 so much better than CEM because we worked WITH customers instead of telling them what to do \u2013 as a way to further CX (we were then starting to see the first ones emerge) strategic initiatives in organizations.Another decade and many, many, many more behavioral books later \u2013 and the same obscure, unknown independent who had started in 2021 is writing this weekly column telling you how all this evolved (including the most masterful piece on engagement other than Paul\u2019s book on it).\u00a0 And this evolution is critical to understand CX (also fun to tell the tale and gives me creed with fellow kids).\u00a0 And this is the critical part to understand what CX really is:CX is an evolution from CRM, we leverage the core functionality from CRM (front office: sales, service, marketing, and commerce) and we add data and process manipulation to make it about experiences, not relationships.Now, to understand the evolution beyond what I said above (CRM, to CEM, to CX based on behavioral science and business evolution) we need to answer the second questions: Why CX?This is an easy answer, and one that features prominently in our narrative on why we are changing the way we do CX at SAP.\u00a0 And you probably, probably, probably are tired of listening to me say this but \u2013 it\u2019s because a convergence of events led us here.\u00a0 No, not a perfect storm \u2013 nothing like that, a slow and methodical progression of changes in the marketplace and workplace that culminated where we are.Briefly, in case you heard me say this before, these are the four events that led us here:Customers taking control of the conversation after we popularized online communities, social media, and peer-to-peer interactions (I have another great video you will see next time I write about this)Digital transformation being finally done as far as hype (I told you recently that 90% or more of companies are done creating their digital strategies \u2013 and this is great because we need to start using data, not just accumulating it)Business transformation \u2013 at least this iteration \u2013 coming about for a landing (and it leverages digital transformation outcomes, so – even better!)The hype over AI and ML and all other bots-taking-over-the-world-and-we-welcome-our-new-overlords is starting to taper off (and remember, it is not AI \u2013 just analytics and ML that you are doing 99\/100 times)This confluence of events led us to a place where organizations can focus on three outcomes (and we have been refocusing our message around this for over a year now): A) Understand the customer, B) engage them as they please, and C) deliver to their expectations while balancing the organization\u2019s strategic outcomes.And here is where the final answer of Why CX begins to be answered in earnest, and why every organization is interested in finding their solution for this quandary: if you need to balance your organization\u2019s strategic outcomes (operationally efficiency) with customers\u2019 expectations (effective interactions), learn from those so you can understand the customer (brand promise meets customer trust and intimacy) and provide a way for them to build their own experiences using optimized processes in real time (ad-hoc experiences versus buyer journeys) dynamically, and make sure everyone walks away with something they wanted going one (value co-creation)\u2013 who are you going to call?No, not Ghostbusters \u2013 but CX.That\u2019s right \u2013 the confluence of front-office interactions effectively managed, relying on insights stemmed from careful analysis of clean data, married with an understanding of what customers want individually, and lessons learned from every previous interaction that was carefully built as needed is the domain of CX \u2013 even more so when done at scale, hyper-personalized (hate that, but hate million-markets-of-one or long-tail more), and relying on an ecosystem.And, for fun, this is the conclusion that comes from the video I recorded with Ed, and the starting spot for the work we are doing here at Narrative HQ\u2122.What says you? Anything to add?\u00a0 Do you see CX differently?Comments below, Linked-in somewhere, email me direct, yell at me on the street \u2013 many ways to have this conversation\u2026 engage!Talk to you soon, hopefully (for your sake) I find more interesting research to share so I won\u2019t bore you with more of this s— stuff.  It’s not your father’s CRM.Boost customer relationships.Win loyalty.\u00a0Drive revenue.The future of business starts\u00a0HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"09","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/09\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"09","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/09\/\/09\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"How did we get to CX?","item":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/09\/how-did-we-get-to-cx\/#breadcrumbitem"}]}]