South Africa, April 9 -- Businesses built entire departments around CX, pouring resources into surveys, AI-driven chatbots, omnichannel support and more.

But today, traditional customer experience as we know it is outmoded - not because it failed, but because consumers have taken complete control.

From examining traditional customer experience from both a business and consumer perspective over the past two decades, it is apparent that ideologies and systems have continuously evolved to meet the ever-changing needs of customers - much like modern products that now adapt in real time.

What has happened to traditional customer experience?

Traditional customer experience strategies are no longer as effective, and innovation cycles cease t...