What The U.S. Election Says About Customer Experience

by Jeannie Walters

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Warning: I’m a little burned out on 24-hour news cycle and social media madness surrounding the U.S. Presidential campaign. (But this is NOT a political post!)

Now just weeks away, pundits and politicians are slicing and dicing what they believe the voting will turn out to be.

We’re down to a campaign of sound bites and campaign slogans. The elusive “undecided” voter is the most coveted interview on news shows.

Campaigns are marketing, plain and simple. The way elections play themselves out is a more magnified version of what customer experience is. The campaign is about expectations and explanations.


  • Campaigns are all about setting expectations for you, as the customer.
  • While both candidates would like your vote, they know they’re not going to get everyone’s approval. Therefore, they turn to the loyalists.
  • When the experience doesn’t meet expectations, voters (customers) are disappointed.
  • Complex situations are reduced to sound bites and slogans. Some are better and more lasting than others!
  • If you’re looking for information, there are online reviews from all kinds of folks. In fact, it seems everyone has an opinion.
  • Logic plays a part, but most people decide based on emotion.
  • At the end of the day, you cast your ballot in a private setting and it’s up to you if you share your decision with anyone.
Boil all this down and you can see how expectations and sound bites are critical to setting the stage for either elation or disappointment in the experience.

What other lessons can we get from this? Something other than the crazy partisan rants currently dominating my Facebook feed?

Photo credit: Coventry City Council via Creative Commons license

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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