Customer Experience Is Done. Customer Control Comes Next.

A Psychology of CX 101 Perspective

For years, CX work chased the same goal.
Make interactions better.

Reduce friction.
Increase satisfaction.
Personalize everything.
Fix the handoffs.

That approach made sense when customers had fewer choices and switching felt risky.

It’s why so many leadership decks still open with engagement metrics and journey maps.

But that mental model is now out of date.

Th…