Is the X of CX = “Customer Expectation” instead of Customer Experience?

I had a convo with an incredible CMO today about the difference between delight and effort, and she rephrased it as the difference between “experience” and “expectation.” A customer expects the effort to be low — as tablestakes. In that case, the customer equates this with the “design.”

Unfortunately most designers equate “design” with the word “experience” and not “expectation.” It’s possible to meet the customer’s expectations when you know them, but the goal of experience is super vague and problematic for that reason. Making this shift feels super important, so it made me think that CX should start being “Customer Expectation.” Or maybe “Computational Expectation” as yet another variant. —JM

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