Less than a year ago, CX guru Bruce Temkin created a organization which reflected a trend which he recognized in the business community worldwide.  In the midst of an unpredictable global economic recovery, companies were turning their focus to keeping the customers that they already had -- knowing that new acquisitions were an uphill battle in many markets.

The practice of CX suggests a shift from tactical retention efforts such as VOC or loyalty programs, to a more holistic view of improving the relationship with customers.  A practice area rather than a collection of programs, CX demands that companies drive a shift in thinking and focus in their companies away from transactional, financially focused customer interactions towards building solid relationships with customers.