Working with customer experience as a program over the time illustrates that the attitude towards criticism and conflict changes. Critics become welcome. To encounter no critical feedback is seen more as a lack of interest rather than as a sign of perfection. Critics can be inspiring, since the customer is the user of one’s service. Where waves swell high, reveals who the hero is.

In all big companies where customer experience has become a reference, and customer feedback a resource, in the long run it’s seen that it is not a world without conflict which customers want. They want conflict to be solved in style and partnership. If that is the case, business relations are robust.

Over time, the most interesting question of customer experience management becomes the one of cases sitting outside the box of ‘standard problems’. These are also the most powerful ones for machine learning. ‘Learning’ can only happen when something deviates from the expected range of possibilities.