In the startup world, we like to think of customer experience as this mystical, ineffable thing: a magical alchemy that happens at the intersection of our product and our audience.

And the thing is – it is. When the right product finds the right audience with the right problem at the right time, the result really is magical.

Some people will try to tell you can’t systematize magic. But those people have never been to Hogwarts. Or Startups.co.

To quote the old business idiom, “People make processes. Processes make a business.” Putting a process around your customer journey doesn’t destroy the magic of customer experience – it makes it better. When you systematize your customer experience, you turn customer delight into a process you can rep...