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User Experience — Customer Experience — Human Experience — …Beyond-Human Experience.
Are we entering a new age of 'experiences' per se?
In 2009, I wrote an article ‘Forget ‘customer experience’. How about ‘human experiences?’ which later became part of the chapter ‘Design: From Making Things to Designing the Future’ contributed to book “Sustaining Cultural Development: Unified Systems and New Governance in Cultural Life”, published by Routledge London in 2013 and republished again in 2016.
In 2020, the article was recommended by Medium to readers interested in 'Marketing' and 'Business':
'As a human, I am always on. But as a customer, only when I want to be and, of course, I do not care about how I increase my loyalty to some particular brands or help your business outperform your competitor'.
"A new approach would mean we'd start seeing the world as it is: beyond the boundaries of different market segments and product categories, — as we usually see it when leading our day- to-day life. That immediately means we will abandon a ‘customer’ approach in favor of a more holistic, more ‘human’ one…", Ekaterina Khramkova, 'Forget customer…
