Shep Hyken's Blog, page 8

The Ecosystem of Customer Relationships with Ryan Hamilton

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

How does customer segmentation impact how customer experiences are designed? 
How can businesses navigate conflicts between different customer groups seeking unique experiences? 
In what ways do ideological differences between customers influence brand experience? 
Why is it important for companies to continually adapt their customer experience as their customer base grows? 
How do influencers impact customer behavior? 

Top Takeaways

Some companies believe that they are only serving one type of customer. In reality, there are often several segments with different needs and expectations. Take Disney, for example. They serve both families with kids and “Disney adults”—grown-ups who love the Disney experience just as much. Each group may be looking for something different, but both are important to the overall customer experience. 


Companies need to recognize how different customer groups impact the business and how they interact with one another. When companies do not understand the different customer segments that they serve, they risk accidentally leaving one group out (and losing their business) or even creating conflict between groups. 


One way to keep different customer groups happy is to design experiences just for them, even if they are sharing the same space. Depending on your type of business, this could mean creating special areas, offering different products, or even building new locations with certain features in mind.  


As a business grows, so will its customer base. This means adjusting and innovating to meet the diverse needs and expectations of their customers. Successful brands continually evolve to attract and serve new customers without compromising the identity that initially drew their original customers. 


Innovation is a double-edged sword. It can bring about changes that improve or disrupt the customer experience. Brands need to be willing to listen to customer feedback and adapt accordingly. Good communication and flexibility show customers that their opinions matter. 


Customer segments and expectations evolve. What works for a brand today might not work tomorrow. Brands need to continually monitor how their different customer segments change and interact with each other, and be ready to adjust products, services, and experiences to keep everyone happy. 


Plus, Shep and Ryan discuss how influencer and follower relationships drive trends and customer behavior. Tune in! 

Quotes:

“Serving one customer segment is challenging enough, but when you have multiple groups wanting different things, you’re managing a whole ecosystem where you need to keep each customer happy.” 

“Brands need to understand that while different customer segments want different things, they can still interact with each other. Sometimes those interactions align, and magic happens, and sometimes those can misalign and cause conflict between your customers.” 

“Different customer segments want different things. You can’t just assume that they’ll all get along. What are you doing to manage those differences so they don’t cause problems?”

About:

Ryan Hamilton is a keynote speaker and an associate professor of marketing at Emory University’s Goizueta Business School. He is the co-author of The Intuitive Customer and the co-host of a podcast with the same name. His new book, co-authored with Annie Wilson, The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things, is now available on Amazon.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

Top 5 Customer Service & CX Articles for Week of June 9, 2025

Each week, I read many customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comments about each article and would like to hear what you think too.

Marketers Underestimate How Loyal Customers Are and Don’t Understand What Drives Their Loyalty by Adrian Swinscoe

(CustomerThink) We are now just over a third of the way through 2025, and it’s fair to say that, regardless of where you are in the world, the average consumer is still under pressure and is becoming increasingly discerning about what to spend their money on and with whom. As a result, many brands are scrabbling around trying to win, retain, and earn the loyalty of their customers.

My Comment: In a shaky economy, customers pay more attention to price. Customer experience still drives repeat business and increases loyalty, but customers expect to receive value for what they pay. There are many interesting ideas in this article, but what I enjoyed most was the list of the five types of loyal customers, ranging from incentivized loyalty (through perks, discounts, etc.) to true/genuine loyalty.

Customer-Centric Excellence: Understanding and Delivering a Top-Notch Service by Alicja Lewandowska

(Atos) In today’s competitive business environment, customer satisfaction is more important than ever. Understanding what makes customers happy, what they expect, and what they value can help businesses provide exceptional service and build long-lasting relationships.

My Comment: This article takes us back to some of the foundational basics of customer service and CX. Sometimes it’s important to be reminded about what gets customers to return again and again. Customers want reliability, proactive support, professionalism, and more. This article has a nice description of these basics and reminds us of what it takes to get customers to say, “I’ll be back.”

Retail’s Turning Point: Why Now is the Time to Start Listening to Customers in Real Time by Tim Waterton

(Total Retail) With consumer sentiment at the second lowest level on record in 2025, and retailers facing rising operational costs, shifting shopper expectations, and intensifying competition, customer experience is no longer a “nice to have.” In 2025, it will be the decisive factor that separates brands that customers return to from those they walk away from.

My Comment: Getting customer feedback in the moment is a powerful tool that supports a CX initiative. Companies like HappyOrNot and Realtime Feedback have tools that capture feedback in real time, as in “in the moment.” This article points out three “pain points” that dominate customer feedback: 1) price, 2) the checkout experience, and 3) product availability. Capturing feedback in the moment will provide a roadmap for addressing chronic problems that may not be easily identified.

The Worst Examples of Saying “Sorry” to Customers by Paul Weald

(Call Centre Helper) “Sorry” can quickly lose its true meaning and even frustrate customers when not delivered correctly.

My Comment: One of the first steps in managing a customer complaint is to offer an apology. That’s just common sense, but what might not be so common is that the way some people apologize can do more harm than good. Our friend, Megan Jones at Call Centre Helper, has compiled advice from several CX experts on various ways to avoid the disingenuous apology and get to a meaningful resolution.

How to Turn ‘No’ into YES – In Four Steps by Christine Trippi

(TEDx Talks) What if one simple word could transform the way you lead, serve, and connect with others? In this TED Talk, Christine Trippi, reveals how embracing a YES mindset can unlock new opportunities, build stronger relationships, and create unforgettable customer and employee experiences.

My Comment: We wrap up this week’s Top Five roundup with not an article, but a video from Christine Trippi, a former award-winning hotel manager who now shares her experiences as a speaker and trainer. She understands the hospitality mentality and its importance to any type of business. The video that teaches how to say, “No,” without really saying, “No.” This is a short, 16-minute TEDx talk that shares Trippi’s concept in four steps.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.

How to Create a “Remember When” Experience that Keeps Customers Coming Back

Why do customers go back to the companies they love doing business with? That’s what we asked more than 1,000 customers in our annual customer experience research, and here are some of the top reasons: 

Employees who are helpful and knowledgeable 


A friendly experience (thanks to employees) 


A convenient and easy experience 


A personalized experience 


Employees who show empathy 

Customers can decide to return based on any one or a combination of these experiences, or anything else they deem to be positive. And as good as these experiences are, are they good enough to get customers to return?  

Recently, I read a MarTech article about creating emotional connections through CX memories and how B2B and B2C brands are winning over customers with “memory-driven CX.” The point of the article was that, more than just creating a good experience, it is the memory of the experience that drives repeat business and potential loyalty.  

Some companies understand this better than others. Consider Netflix, which once a year sends its subscribers a “What We Watched” summary of the shows and movies they watched. Or Starbucks, which sends its “members” a free drink or food item for their birthday. These companies (and many others) have engineered a follow-up experience that recalls the experience, creating a Remember When Moment. This moment triggers a memory and hopefully creates an emotional reaction that gets the customer to want to repeat the experience. 

You don’t need to be a big brand like Netflix or Starbucks to do this. Here’s a simple five-step process to get you thinking about how to create the Remember When experience: 

Create an Experience Worth Remembering: If you don’t have that, stop here and start working on your overall customer experience. 


Identify Key Touchpoints: Your journey map will help you identify your main interactions with your customers. (If you haven’t created your customer journey maps, stop here and do so!)  


Enhance the Key Touchpoints You Want the Customer to Remember: Not all touchpoints need to be memorable. Sometimes it’s just a few – maybe even just one. Identify these key interactions and engineer them to be memorable. For example, a restaurant might bring a small plate of chocolate with the bill, capping off a wonderful dining experience. Last impressions leave lasting impressions. 


Design a Follow-Up Campaign: Similar to Netflix, remind customers why they love doing business with you. Don’t combine this with a sales pitch; this is meant to create the Remember When experience. 


Measure the Impact: Be sure to find out if the customer agrees with your memorable moments. Furthermore, determine if the follow-up campaign is working.  

I’ve written about the I’ll Be Back experience. If you want your customers to come back, create the experience that gets them to do so. Then remind them about the experience. That will help get customers who say, “I’ll be back,” to actually come back.  

(Note: This is a shorter version of a similar article I wrote for my week Forbes.com column. CLICK HERE to read the original article.)

Shep Hyken  is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s  customer service and customer experience keynote speeches  and his  customer service training workshops  at  www.Hyken.com . Connect with Shep on  LinkedIn .

Why Happy Employees Mean Happy Customers with Ryan Minton

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

What practical benefits come from creating an uplifting workplace culture? 
How does a hospitality mindset improve customer service across different industries? 
What impact does leadership have on employee morale and customer experience? 
How does positive leadership help reduce staff turnover in customer-facing roles? 
In what ways does an employee’s mood affect customer interactions? 

Top Takeaways

The hospitality mentality is not just for hotels and restaurants. It is valuable in every industry because it sets the bar for the customer experience standard. It teaches every employee to always show care, gratitude, and kindness no matter what industry they work in. 


A heartfelt “thanks for coming in today” can make a real difference in someone’s mood and attitude. It is a simple yet powerful statement that leaders can say to make their employees know that they matter. When employees feel appreciated, they’re more likely to enjoy coming to work and give their best. It creates a workplace where people want to come, stay, and grow. 


Every employee becomes the face of your brand the moment they interact with your customers. When they are not happy at their jobs, customers feel it. High turnover and unhappiness can hurt customer satisfaction, so making sure that employees are engaged, equipped, and fulfilled helps create positive customer experiences.  


Strict policies can sometimes get in the way of the human aspect of customer service. When employees are trusted to handle situations as they see fit, they feel empowered to do their jobs. Employees need to grow through training and be equipped with the right tools so that they can use policies as guidelines while exercising common sense to meet each customer’s unique needs.  


Happy employees lead to happy customers, and happy customers come back. Invest in people through appreciation, empowerment, and uplifting leadership. 


Loyalty programs and perks can encourage repeat business, but truly memorable companies don’t rely on them alone. Being helpful, friendly, and uplifting is the best loyalty program you can offer. When people feel good about you, they’ll keep coming back, with or without loyalty programs. 


Plus, Ryan shares the “balloon effect” and how it can elevate customer and employee experiences. Tune in! 

Quotes:

“Good old-fashioned customer service is just good old-fashioned hospitality. So many brands look to the hotel industry because it has become the standard for customer service.”    

“If you want your employees to enjoy coming to work, make sure they feel like they matter and are truly appreciated.” 

“If you’re serious about creating an environment focused on great customer service and experiences, your employees must genuinely enjoy what they do.” 

“When you step in front of your team and your customers, you owe it to them to be on. Your energy will always be reflected in their experience.” 

“If you’re really serious about providing a great customer experience, take the handcuffs off. Let employees do the job you hired them to do.” 

About:

Ryan Minton is a Best-Selling Author and Keynote Speaker with over 20 years of experience leading world-class hospitality brands. He is the author of Thanks for Coming in Today: Creating a Culture Where Employees Thrive & Customer Service is Alive. His upcoming book Uplifted! The Remarkable Power of Positive Leadership on Frontline Teams launches June 10th. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

Top 5 Customer Service & CX Articles for Week of June 2, 2025

Each week, I read many customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comments about each article and would like to hear what you think too.

When AI Chatbots Help People Act More Human by Ben Rand

(Harvard Business School) Can an AI chatbot help customer service representatives, well, be more human? Maybe so, suggests a new study that adds to a chorus of findings on how businesses can best tap the new technology.

My Comment: When does AI work best for customer service? As the article implies, it helps people act more human. Specifically, it helps customer service agents. When AI supports an agent or salesperson helping (or selling) a customer, the results are a better customer experience due to efficiency, access to knowledge (better problem solving), and more personalized experiences. This article is filled with information about when AI works best – and when it doesn’t.

Keep CX Management Human in the Age of AI by Francesca Di Meglio

(CX Network) AI is a powerful tool that promises speed, scale and personalization that has never been realized previously. However, as chatbots answer questions and algorithms predict needs, a critical question emerges: Are brands losing the human touch that makes CX magical?

My Comment: This is a perfect article to follow the HBR article. The article points out that the biggest risk of using AI is when they lose the emotional connection due to chatbots and other AI-fueled solutions replacing humans. AI should enhance, not replace, the customer experience.

The CX Premium: What Customers Really Value (and When They’ll Pay for It) by Greg Kihlstrom

(CMSWire) Airlines, apps and investment firms see the biggest CX returns. Now it’s time to align your strategy with what customers really want.

My Comment: Last week, I included the Qualtrics article about a customer’s willingness to pay more for a better or upgraded experience. My customer service and CX research finds that 59% of customers will pay more if they knew they would receive a great experience, and 73% would pay more if the experience were easy and convenient. This article expands on the Qualtrics findings, including the industries that customers are willing to pay more for, gender and age differences of customers willing to pay more, and other insightful information.

Here’s How Gen Z Connects with Brands by Dan Berthiaume

(Chain Store Age) New research shows impressively high levels of consumer brand loyalty and reveals how Gen Z and other generations specifically form brand attachments.

My Comment: Age makes a difference. The way different-aged customers, from Gen Z to Baby Boomers, become attached and loyal to companies and brands differs. This article highlights some of these differences based on a survey of more than 3,000 US consumers. In addition to some interesting stats and findings, the author shares four recommendations on how to build loyalty.

The Loyalty Equation: Trust + Context + Community by Samson Adepoju

(CMSWire) Loyalty isn’t luck — it’s built through consistent, personalized experiences and a sense of belonging. CX leaders, here’s your roadmap.

My Comment: Here’s another article on customer loyalty. Something I’ve shared for years is my simple customer loyalty formula: Loyalty = Great Service + Confidence. Confidence comes from trust, which is one of the main points the author of this article makes: Trust is non-negotiable. Without trust, the other ideas shared in the article won’t have maximum impact. Some of those other ideas include personalization, building communities, using technology, and more.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.

Artificial Incompetence: An Undesirable Version of AI and Other CX Risks

I’ve been reviewing my customer experience research, specifically the section on the future of customer service and AI (Artificial Intelligence). A few findings prove that customers are frustrated and lack confidence in how companies are using AI: 

In general, 57% of customers are frustrated by AI-fueled self-service options. 


49% of customers say technologies like AI and ChatGPT scare them. 


51% of customers have received wrong or incorrect information from an AI self-service bot. 

As negative as these findings sound, there are plenty of findings that point to AI getting better.  And more customers feeling comfortable using AI solutions. The technology continues to improve quickly. While it’s only been five months since we surveyed more than 1,000 U.S. consumers, I bet a new survey would show continued improvement and comfort level regarding AI. But for this short article, let’s focus on the problem that needs to be resolved. 
Artificial Incompetence
Upon reviewing the numbers, I realized that there’s another kind of AI: Artificial Incompetence. That’s my new label for companies that improperly use AI and cause customers to be frustrated, scared and/or receive bad information. After thinking I was clever and invented this term, I was disheartened to discover, after a Google search, that the term already exists; however, it’s not widely used.  

So, AI – as in Artificial Incompetence – is a problem you don’t want to have. To avoid it, start by recognizing that AI isn’t perfect. Be sure to have a human backup that’s fast and easy to reach when the customer feels frustrated, angry, or scared. 

And now, as the title of this article implies, there’s more. After sharing the new concept of AI with my team, we brainstormed and had fun coming up with two more phrases based on some of the ideas I covered in my past articles and videos:  
Feedback Constipation
When you get so much feedback and don’t take action, it’s like eating too much and not being able to “go.” (I know … a little graphic … but it makes the point.) This came from my article How to Reverse Declining Customer Satisfaction , which teaches that collecting feedback isn’t valuable unless you use it. 
Jargon Jeopardy
Most people – but not everyone – know what CX means. If you are using it with a customer, and they don’t know what it means, how do you think they feel? I was once talking to a customer service rep who kept using abbreviations. I could only guess what they meant. So I asked him to stop with the E-I-E-I-O’s (referencing the lyrics from the song about Old McDonald’s farm.) This was the main theme of my article titled We All Know What CX Means, But What about EX, WX, DX, UX and More?  

So, this was a fun way at poking fun of companies that may think they are doing CX right (and doing it well), but the customer’s perception is the opposite. Don’t use AI that frustrates customers and projects an image of incompetence. Don’t collect feedback unless you plan to use it. Otherwise, it’s a waste of everyone’s time and effort. Finally, don’t confuse customers – and even employees – with jargon and acronyms that make them feel like they are forced to relearn the alphabet. 

Shep Hyken  is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s  customer service and customer experience keynote speeches  and his  customer service training workshops  at  www.Hyken.com . Connect with Shep on  LinkedIn .

Building Brand Reputation Through Customer Experience with Ray Titus

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

How can businesses maintain consistent customer service across different industries? 
How does staff training influence customer satisfaction? 
How does community involvement enhance customer loyalty? 
Can one employee’s actions shape the reputation of an entire franchise network? 
How does embracing technological change improve customer experience? 

Top Takeaways

Different types of businesses may require different standards when it comes to their products and procedures. However, customer experience standards like being easy to do business with and maintaining excellent customer communication can be applied to any industry.  


Delivering a consistent level of service helps customers know what to expect, no matter which location or brand they visit. It’s this consistency that builds trust and a strong reputation over time. 


Every business and leader must be receptive to change, whether it is new technology, rising customer expectations, or new regulations. Companies need to keep learning and adapting to thrive. 


Every employee, from new hires to experienced managers, represents the entire brand and all its locations the second they interact with a customer. Every person in the company must be trained and equipped to be the “CEO of the Moment” because a single moment can make or break the brand’s reputation.  


Becoming involved in the local community allows brands to stand out and build loyalty. This could mean supporting Little League teams, participating in school events, or helping with local charities. Customers appreciate it when brands support the causes that they care about. When a brand becomes “the most popular person in town,” people will go out of their way to support it. 


Training isn’t something you did. It’s something you do continuously and consistently. It isn’t just about teaching people how to do their jobs. It’s about sharing company values, customer service best practices, and keeping up to date with the standards for each type of business. 


Examine every touchpoint in a customer’s journey and try to make it the best in the world. Businesses can set themselves apart by making little improvements in each interaction that add up to an unforgettable experience for customers. 


Plus, Shep and Ray talk about Will Guidara’s concept of “unreasonable hospitality” that can be applied to all businesses, in every industry. Tune in!

Quotes:
“Your employees must understand that what they say and do impacts others. When they interact with a customer, they represent not just themselves but the entire organization’s reputation.” 

“Every type of business may have different standards for things like cleanliness or operations, but customer experience standards remain the same. Greeting customers well, responding quickly, and maintaining consistent service are basics that never change.” 

“Embrace change. Find the balance between the old school tactics that always worked for you and the new strategies that will serve you in the future.”

About:

Ray Titus is the CEO of United Franchise Group (UFG), a global leader in franchising. UFG and its affiliated brands currently have a presence in over 80 countries, with a network of over 1,800 franchise locations worldwide.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio .

Top 5 Customer Service & CX Articles for Week of May 26, 2025

Each week, I read many customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comments about each article and would like to hear what you think too.
Three-Quarters of Customers Would Pay More for a Premium Experience by Lauren Braun
(Qualtrics) The majority of US consumers (72%) say they would pay more for a premium experience when doing business with a company, according to new data from Qualtrics XM Institute. In particular, consumers are most willing (84%) to pay for a better experience when flying. Meanwhile, 61% are willing to pay more when visiting a primary care provider, and 68% for better customer service.

My Comment: Would you pay more if you knew you would receive a great customer service experience? According to a Qualtrics survey, the answer is yes. (The findings align with my customer service and CX research.) There are specific examples of what customers are willing to pay more for. For example, 84% of customers would pay for a better airline experience. And age makes a difference. The younger generation is willing to pay more than the older generation.
AI in Customer Service by Matthew Finio and Amanda Downie
(IBM) Artificial intelligence (AI) in customer service refers to the use of technologies like AI and automation to streamline support, quickly assist customers and personalize interactions while minimizing the need for human involvement.

My Comment: About 12 years ago, I attended the IBM Watson conference in Las Vegas and was introduced to AI and its capabilities. The advances in just over ten years are nothing short of remarkable. While this article may be basic for some of our readers, if anyone can explain how AI works in customer service, it’s IBM.
How Creators Influence Every Stage of the Customer Journey by Davide Demarchi
(The Olympian) Influencers aren’t just fueling impulse buys, they’re shaping how people discover, evaluate, commit to, and stay loyal to brands, CreatorDB notes. Their influence is emotional, ongoing, and deeply integrated into digital behavior.

My Comment: This article falls under the category of influencer marketing. Done well, customers feel great about the products they buy. There’s plenty of detail about the modern customers’ buying process. If part of your CX strategy includes influencers, this is a must-read article.
3 Customer Service Trends to Follow for Better Brand Reputation by Joanna Clark-Simpson
(CX Network) Brand reputation is hard-earned, but make no mistake, businesses that rest on their laurels and fail to focus on customer service will see it fade faster than it took to build it up. Brand reputation management hinges on knowing customer expectations and taking action. Keeping a finger on the pulse of customer service trends in 2025 is crucial to serving your market’s needs and making sure your customer service is prepared to deliver them.

My Comment: How a company manages complaints, problems, and even simple questions or requests can make or break its reputation. This short article emphasizes three important areas: responding properly, using the customer’s preferred communication channel, and taking initiative (so you don’t waste your customer’s time).
The Loyalty Program Boomerang: When Rewards Drive Customers Away by Dennis Armbruster
(CMSWire) Think your loyalty perks build trust? Research shows they can actually accelerate churn when expectations aren’t met.

My Comment: A good customer loyalty program at a minimum, should drive repeat business, but it doesn’t always create loyalty. I’ve written numerous articles on customer loyalty, and the point is that most programs are more about discounts and perks. The author’s research finds that customers who join loyalty programs hold the company to higher standards, and churn can increase if their expectations aren’t met.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.

The Subtle WOW: How Doing the Expected Is Sometimes Surprising

Just in case you didn’t know, I have a weekly customer service and CX podcast, Amazing Business Radio , that has been running for 12 years. Each week, I get the honor of interviewing some very smart people. Recently, I met Eric Stone, author of Jumpstart Your Workplace Culture . One of the topics we discussed was the WOW experience.  

Before we go further, I have always had concerns about organizations that attempt to WOW their customers at every interaction. It’s just impossible to do. The concept of WOW is often associated with going above and beyond what’s expected, so much so that the customer is “blown away” by the experience. The problem is that’s not always possible. That’s why I took it out of my vocabulary and started using the word amazing to describe what I think WOW really is all about, which is a consistent and predictable experience that ALWAYS meets, and only occasionally exceeds, the customer’s expectations. It’s easy to say, “The people at that company are amazing.” It’s a little clunky and awkward to say, “The people at that company are WOW.” 

That’s why I loved what Stone said: “Wow is a surprise.” In other words, it’s not about every experience. It’s about the occasional opportunity to surprise a customer. It could be something big, such as handling an emergency situation in which employees go above and beyond. As I said earlier, you can’t count on that type of opportunity for every transaction, but what you can do is find little ways to surprise your customers. For example, if you return a call quickly, the customer might say, “Wow, that was fast!” That’s not an over-the-top or above-and-beyond experience, but it’s a small surprise.  

With that in mind, let’s use the return phone call as an example. When you know people are often surprised and make comments like, “Wow, that was fast,” simply because you called them back quickly, don’t just say, “Thank you,” and feel good about the experience. Instead, operationalize the experience. In other words, make quickly returned calls part of your official process. Set a standard, such as all calls are to be returned within two hours (or whatever the appropriate length of time you feel is right for you).  

With that as an example, what other interactions do you have with customers that need to be formally operationalized? Here are a few ideas to get your creative juices flowing: 

All phone calls are to be answered within three rings. 


A promise to only transfer a customer once, knowing you’ll get the customer to the right person the first time. 


Proactive updates to inform customers before they reach out to you asking for information. 


Following up after a resolution to make sure a customer is still happy. 


Acknowledging customer milestones, such as congratulating them on their 10th order with you, their birthday, etc.  

None of these ideas are above-and-beyond types of WOW experiences, but they will cause a customer to notice. Use these examples to help you get creative about finding other simple or small WOWs you can operationalize and make part of the customer’s regular experience when they do business with you.

Shep Hyken  is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s  customer service and customer experience keynote speeches  and his  customer service training workshops  at  www.Hyken.com . Connect with Shep on  LinkedIn .  

What Customers Really Expect from Brands with Kenji Hayward

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

What are the top expectations customers have from brands? 
What role does AI play in enhancing customer interactions and support? 
How many bad experiences does it take before a customer stops doing business with a company? 
Why is it important for companies to use their products? 
Is there a difference between how businesses and customers perceive good response times?

Top Takeaways

Be a customer of your own business. One of the best ways to understand and improve a product is by using it yourself. When team members, including managers and leaders, act as customers, they feel what real customers experience, both the good and the bad.  


The State of Service Expectations by Front found that it only takes three bad experiences before 59% of customers decide to leave and find a different company to do business with. This leaves almost half of the customers who leave after 2 or even 1 negative experience from your brand. This means every interaction counts. 


The very first interaction can set the tone for their whole experience. Many companies are now using AI to handle their first contact, so it must be friendly, fast, and accurate. 


Transparency is essential in building trust. Companies using AI or chatbots should always be upfront with customers. People appreciate being told whether they are chatting with a human or a digital assistant, and that when the technology isn’t working, there is an easy way to reach a real person. 


Many customers (39%) like it when companies remember their preferences or past purchases and use that information to offer better service. However, some customers (57%) also worry about how much personal data is shared with AI or other technology. Finding the right balance between personalization and privacy is important so customers can feel comfortable and safe with how their information is being used. 


Customers want an amazing experience, even if it costs extra. The State of Service Expectations found that 60% of customers would be willing to pay more for faster response times. Our customer service and experience research echoes this, where 59% of customers say customer service is more important than price.  


AI has gotten much better, faster, and cheaper in the last few years. It’s easy to get caught up in the latest technology or the fanciest software. But no matter how advanced your tech is, it won’t matter if you don’t have the foundations of good customer service, like empathy, transparency, speed, and convenience. 


Plus, Shep and Kenji discuss how much customers are willing to wait for email, chat, or phone responses before they start to lose patience with your brand. Tune in! 

Quotes:
“Bad experiences can turn the customer off and make you lose their loyalty. In this day and age, where customers have many options on brands they want to work with, the role of customer support teams has become really amplified.” 

“There’s a clear difference between what customers expect in terms of response times versus what businesses think are good response times. Customers are expecting better and faster service than most companies realize.” 

“If you’ve built an experience you’re proud of, you can monetize that, and customers are willing to pay for it.” 

“You can have the fanciest tool, but if you don’t have the basic foundation of good customer experience, it’s just lipstick on a pig.” 

About:

Kenji Hayward is the Senior Director of Customer Support at Front. He is a customer experience and AI innovator. You can follow his newsletter on customer support and technology, Top Tier Support.   

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio .