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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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As a small courtesy you’ll receive the 2020 CX Report appendix PDF link, the 2019 #DesignInTech Report PDF link, and the 2018 #DesignInTech Report PDF link — automagically sent to you soon after you sign up! —@johnmaeda


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