#13: The Role of Perception and Expectations in Customer Experience, Gary David, PhD, Bentley University

The Role of Perception and Expectations in Customer Experience

This episode is definitely different!
Gary David, PhD, is a professor of sociology and a conversational analyst. 

On this episode:

What his dissertation research at an immigrant-owned liquor store in downtown Detroit taught him about making emotional connections despite contentious social constructs

We take a look at the role expectations play in the customer experience and how those expectations are not just formed by a customer’s experience with your brand.

We look at “the collective,” how our experience gets shaped differently when we experience things with others. 

We consider Gartner’s definition of customer experience that underscores the importance perceptions and feelings play in CX. Gary has a slightly different spin on that.


A fascinating episode that will definitely provide some new learnings.

Meet Gary

Gary David is a Professor of Sociology and Experience Design at Bentley University. He also is a professional speaker and consultant focusing on creating workplace communities and connected environments, DEI & Belonging, and experience design and alignment. He is co-host of Experience by Design podcast, where he and co-host Adam Gamwell “explore experience designs of all kinds.” He also livestreams on Twitch as “ProfessorEXP”, where he leads discussions on current events, culture, business, digital entertainment, and design.

https://www.experiencexdesign.com/episodes
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