CX doesn’t fail in theory ... it fails in policy

A quick correction before we get started...​
Last week, I included a link to the episode guest, Sarah Kinard. Unfortunately, that link went to the wrong Sarah Kinard. I'm sorry about that, y'all. Here is the correct link: Sarah Kinard.

Back to it...

We talk a lot about customer trust in CX.
But when I look at broken experiences, it usually comes down to a simple pattern: we design for the exception instead of the customer.

This week’s episode of CX Passport is part of the CX Open To Work series, where I sat down with Luis Carrillo, a CX leader who’s spent more than two decades in analytics, contact centers, training, and quality.

Most companies say they trust their customers.
​Their policies say otherwise.

Midway through the conversation, as we were talking about returns and friction, Luis said:

When we design processes to protect ourselves from the worst customer, we quietly punish the best ones. We add steps. We add rules. We add friction. And then we act surprised when loyalty erodes.

What Luis is describing isn’t naïve optimism. It’s operational discipline.

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A quick break before we continue.

Alongside CX Passport, I also co-host a podcast with my wife called The Loud Quiet ... Empty Nest Living. That conversation is now becoming a book.

In early 2026, we’ll release The Loud Quiet - Love, Laughter and Life in the Empty Nest​

It explores what happens when the house gets quieter.
How identity shifts.
How relationships evolve.
And what that unexpected quiet brings to the surface ... and what you decide to do with it.

It’s honest and unfiltered. Sometimes it’s laugh-out-loud funny. Sometimes it’s heavy. Always real. Just two people figuring out a new season of life together.

If you’re interested in preorder bonuses and early access to the pre-order, you can find all of that here:
👉 https://www.theloudquiet.com/p/book/

Alright ... back to the conversation.

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Designing for the exception actually takes more work. You have to understand patterns. You have to invest in detection. You have to trust your frontline teams. It’s easier to throw a blanket policy over everyone. It’s also lazier ... and customers feel that immediately.

This is where CX stops being theoretical and becomes very real. The choices we make in policy design are signals. They tell customers whether we see them as partners or risks.

Luis has lived in that tension. He’s done the hard work of balancing business realities with human expectations. And that’s why this episode matters beyond the ideas themselves.

This is a CX Open To Work episode. Luis is actively looking for his next role ... a place where he can build meaningful experiences without defaulting to distrust and friction.

If you lead a team, know someone who does, or are part of a network where CX leadership matters, this is your chance to help accelerate Luis’s path to his next great opportunity. Sometimes the most impactful CX move we can make is connecting the right people at the right time.

Your Turn​
Where in your organization are you designing for the exception ... and what would change if you trusted the everyday customer instead?

Put those tray tables up and buckle those seat belts. Let’s go!

-Rick

P.S. If you know someone who might benefit from this week’s newsletter, please feel free to forward this to them. Or they can sign up here.

What’s on tap this week?…

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Host - Rick Denton Rick believes the best meals are served outside and require a passport

🎤🎞️The One With Simpler CX – Luis Carrillo E247🎧 Listen on any Pod app

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