How to Master the Evolution of Customer Experience-Based Marketing

While the goal of providing customers with a positive experience has always been important, how businesses do so has changed exponentially over the decades. From the human-to-human charm that earned sales in the 1920s and the budding idea of customer experience-based marketing in the 1960s to today’s shift to digital experiences, it’s important to follow along with industry trends to get ahead. In the ever-changing marketing landscape, it is crucial for your business to optimize your customer-experienced based marketing strategy to improve your customer journey. Let’s take a look at how customer experience (CX) tactics have changed over time, and what to look for in the future of CX marketing. 

Back to the Past: Styles of Marketing

CX marketing tactics have always been present in some capacity. Even in the days of bartering, traders would have shown their best products upfront to highlight their business. 


Prior to this decade, human-to-human charm was heavily relied on to earn loyal customers. It wasn’t until the 1920s that the idea of marketing research was born from American psychologist Daniel Starch. Starch wrote several books in the advertising and marketing field, including Advertising: Its Principles, Practice, and Technique and its follow-up Principles of Advertising (1923). 


In the 1930s came the introduction of public opinion data. The Gallop Poll published its first public data release in 1935. The poll focused on the heavy subject of the Great Depression and relief and recovery. Gallop went on to conduct polls more relevant for market research and continues to do so around the world today, helping gauge industry trends and customer opinions that help build CX marketing strategies. 


Robert K. Merton formed focus groups in the 1940s. They were created to gauge the effectiveness of propaganda and have been used in marketing to see how potential consumers will react to products and services. 


In the era highlighted by the hit show, Mad Men, CX focused on wining-and-dining clients and positive human-to-human consumer experiences.


Total Quality Management (TQM) was introduced during this decade. It emphasized maintaining quality customer service and improving customer satisfaction. 


With the birth of the internet in 1983, and the widespread understanding of it coming to fruition in the 90s, this was the decade that began an impactful worldwide change in how businesses and consumers alike saw the customer experience.
The internet helps customers:
  • Shop around more easily, rather than going from store to store to browse
  • Look up reviews to further inform their purchasing decisions
  • Choose the product/service that fits their needs best

Present Day Customer Experience-Based Marketing

The customer experience is more essential to maintaining a healthy business than ever before. Since the internet became popular, CX has become crucial to a business’s success. More so, with the pandemic affecting consumers and businesses worldwide since 2020, COVID-19 accelerated the digital transformation of cloud technologies
Luckily, with the evolution of technology, it is simple enough to give customers a seamless online and in-store journey. Here are some ways your business can implement CX marketing without any friction.

Create a Seamless Customer Journey 

Did you know that 75 percent of customers say they will pay more to do business with a company that provides a good customer experience? Since the pandemic, customers need a refreshed CX that is digitized and more efficient. Customers want the option of holistic digital experiences both online and in-store.

Here are some top CX-based strategies your business should consider implementing:

  • Offering drive-up services 
  • Implementing mobile-friendly websites and apps
  • Improving checkout flow
  • Creating custom content
  • Ensuring links and buttons work on websites and in emails

Gauge Customer Satisfaction 

Implementing surveys and incentivizing customers to leave reviews are a huge part of gaining new customers and retaining current ones. In a time where social media dictates most trends and where consumers can voice their opinions easily and accessibly, it is vital that your business earns positive reviews. Check out this customer review from TikTokIt is also beneficial for businesses to use reviews as real-time insights so they can implement what customers really want to see. 

Analyze Audience Behavior

With the rise of content creation and marketing technology, Everise writes, “each customer action can now be tracked, analyzed, and acted upon. Analyzing audience behavior plays a pivotal role in updating your businesses CX strategy by understanding what it is customers like and dislike. After analyzing the data you collect, creating personalized ads and deals that appeal to customers’ interests will come naturally.

Agile Customer Experience-Based Marketing Strategies Will Triumph

In the ever-changing world of industry trends, businesses must optimize their customer experience-based marketing strategy to improve their customer’s journey. After looking at how CX-based marketing strategies have changed throughout the decades, we can envision the different needs of consumers in the future. Advanced chatbots, cloud technology, augmented reality and virtual reality advertising, and the rise of NFTs may all be the ways of the future of CX in our hyper-competitive digital world. Like the human-to-human charm of the 1920s led to customers trusting content creator’s reviews in this decade, the customer experience being built today will influence what we’ll see in the future. 

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.



    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.


              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at

              Contract Type



              Job Title

              Contract Type



              Job Title

              Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.