CX Myth #5: Customers Care About Features

Jamie Smith at UJET explores the myth of ‘customer care about features.’

MYTH 5

• The myth: “Customers care about features”
• The reality: Customers don’t just care about what it does – they care about how it feels

Let’s be honest. Product teams love to talk about features. They produce flashy sales decks, roadmap slides, and competitive comparison tables. Faster load times. More integrations. Smarter widgets.

But here’s the uncomfortable truth: your competitors can offer many of the same features. And if they can’t today, they probably will next quarter.

Features aren’t the differentiator anymore. Feelings are.

Customers don’t remember what a product did. They remember how it made them feel. Did it make them feel confident? Heard? Reassured? Or did it leave them confused, stuck, and on hold?

Every customer interaction happens in a context, and often that context is a moment of need. Something’s broken. Something’s missing. Something’s unclear. It’s the customer’s “struggling moment.” And in that moment, specs don’t matter. Relief does.

Too many brands are still selling features instead of solving feelings.

Instead of asking “what does this button do?”, ask “how does this experience make the customer feel?”

Because trust, calm, and clarity are what actually drive decisions. And let’s be clear, this doesn’t mean features don’t matter. Of course they do. Customers care about getting things done. But they care just as much about how it feels to get there.

The brands that win aren’t just functional. They’re emotional. They make customers feel something – capable, cared for, in control.

And those feelings aren’t just warm and fuzzy add-ons. They’re the core of loyalty, retention,

and word of mouth. When you make someone feel empowered during a stressful moment, they don’t just stay, they engage.

This philosophy reflects this – every interaction is designed to reduce stress and build trust, not just resolve the ticket.

Because when the experience feels smooth, respectful, and personal? The customer doesn’t just get help. They feel supported, respected, and ready to come back.

Want to build a brand that customers remember… and return to? UJET is human-first by design, and built to make every customer feel something.

Why?

Because customer expectations have changed. But most CX systems haven’t.

It’s time to rethink not just the tools, but your assumptions about the customer. These five myths aren’t just false – they’re expensive.

This blog post has been re-published by kind permission of UJET – View the Original Article

For more information about UJET - visit the UJET Website

About UJET

UJET leads the way in AI-powered contact center innovation, delivering a future-proof, cloud platform that redefines the customer experience with cutting-edge AI, true multimodality, and a mobile-first approach. We infuse AI across every aspect of your customer journey and contact center operations, to drive automation and efficiency. UJET's AI solutions empower agents, optimize customer journeys, and transform contact center operations for elevated experiences and actionable insights.

Find out more about UJET

Call Centre Helper is not responsible for the content of these guest blog posts. The opinions expressed in this article are those of the author, and do not necessarily reflect those of Call Centre Helper.

Author: UJET
Reviewed by: Jo Robinson