Customer Experience programs need a strategic goal with respect to the customer. For a long time, customer satisfaction was popular, and was used to address the customer’s attitude. Alternatively, there was the Net Promoter Score which provided a center point for communication. We also tried again and again, to address loyalty, because it would enable us to determine the client’s real behavior as a reference value.

In any case, the underlying assumption was that every contact with the customer had an effect on this aim, and had to be optimized. Quality is thus the absence of problems and friction. However, this understanding of quality does not in fact meet customers’ expectations. Our customers are not so naive as to assume that everything in the world is working, trouble-free. They imagine however, having a partner to help SOLVE their problems.

A good customer relationship can not only solve problems but also stop them from happening. An even better one engages the customer in troubleshooting. The aim for a customer relationship, from the customer’s perspective, should actually be robustness, their resoluteness against upheaval, friction and problems. And it is always a given, that if it succeeds, the customer is actively involved.