What if it was never about the things?

First nation peoples and clever marketers have known for a long time that Sharing your Promise is never really about selling the thing.  It's about how that thing affects our relationship with ourselves and with others.  So what you're really selling is a change of relations.

Which means of course, that when it comes to Keeping your Promise, you're not really delivering the thing.   You're delivering the shift in relationships signified and caused by the thing.

Which means that's what the Customer Experience should be all about.

Which means that's what should be in your Customer Experience Score.

And why keeping it human matters.