The real challenge for customer experience management is in activating customers. In consumer markets, we see customers as passive and they either buy or don’t buy a product and do not wish for any further contact with the provider. Should a problem with the service occur, it is all about controlling costs.

In the world of customer experience, service problems are a welcome means for improving customer experience. Furthermore a service problem provides a good opportunity to better understand the customer journey.

Feedback about intentions, expectations and experiences is key for customer experience management. The more you make it clear to your customers that their feedback is welcome, and offer them more channels, the more material you will have in your hands. Activating your customers will work best when the customer makes their own experience, meaning their effort is worth it for them. Putting customers in a closed loop from giving to taking works wherever a clear ‘win-win’ situation arises.