My impressions and what I have learned so far
Motivations, cognition, dis-confirmation, desires, emotions, well-being... customer experience management is all about professionally guiding perception, driving all those ideas that make each individual understand the purpose of a product or service the way companies originally intended. One of CEM's main responsibilities is to build bridges between customer expectations, company's promises (made through communication) and products. But this is not an easy task given the complexity of human behavior as it was properly described on the first part of the course.
Markets changed, most customer not longer measure the value of "things" but the experience associated to them, the reaction they produce, I understand the process going inside the customer's mind this way so far:
¿What do you think?, please leave your comment.