Let’s say that you are evaluating your company’s scheduling tool. You want to know what makes an ideal experience when scheduling a meeting. To do this, you meet with customers and ask a typical CX question, What makes a great experience when scheduling a meeting?
The problem is that you can wind up with silence. Your customers freeze up, struggling to recall specific examples of good and bad experiences. Instead they recite a laundry list of features. And the customers feel ineffectual and guilty, unable to give you directed answers.