What if everything you thought you knew about customer experience was backwards?In this episode, JC Quintana—author, educator, and psychologist—reveals why most companies are approaching CX completely wrong. Instead of obsessing over touchpoints and metrics, JC argues we need to start with something much more fundamental: expectations.JC walks us through his Dialogue 7 framework, which identifies the seven critical conversations that must happen before you can even think about designing an experience. From defining value and understanding cultural influences to managing engagement levels and transparency expectations, these conversations form the foundation of every successful business relationship.We explore why employees are anxious about AI adoption (hint: it's not about the technology), why ChatGPT accidentally became the world's best communication teacher, and why saying your company is "like a family" might be doing more harm than good.If you're tired of CX strategies that look great on paper but fail in practice, this conversation will fundamentally shift how you think about customer relationships in 2026 and beyond.Chapters00:00:00 Why Technology Vendors Broke Customer Experience03:14 What's Really Broken: We've Lost the Human Component10:00 Business Model First, Experience Second16:35 Introducing the Dialogue 7 Framework24:01 The Most Commonly Missed Expectations: Knowledge & Engagement34:48 How to Actually Use the 7 Conversations in Practice41:00 Why Employees Are Anxious About AI (And What to Do About It)50:03 ChatGPT: The World's Best Communication Teacher58:21 Lightning Round: Books, Trends, and What's Next01:09:00 Connect with JC: Books, Resources, and Next StepsExperts of Experience is a Mission.org production. To discover more shows designed to educate, inspire, and entertain, go to mission.org.