Expectations, expectations, expectations
What we are after, I'm becoming more and more convinced, is not 'great customer experience' but a 'fair' one.
As the author of this article puts it,
"...expectations of quality are created by price, and they serve as reference points by which we evaluate our subsequent experience."
To deliver "Fair CX" we need to consistently do what we promise. This integrity builds trust, which is the key ingredient to a healthy relationship. Yes, with your customers.
My best wishes for a great day ahead!