How an Amazing Customer Experience Can Be a Differentiator for Your Brand 

Shep Hyken interviews Arun Shastri, principal at ZS and the author of the Harvard Business Review Sales Management Handbook: How to Lead High-Performing Sales Teams. He talks about the intersection of sales and customer experience, the importance of digital and human interactions, and how they influence the overall customer journey. 

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

Top Takeaways:   

• Customer experience is the overall perception customers have based on their interactions with a brand, from the first web search to after the purchase. Ensuring a positive customer experience means simplifying and enriching every aspect of the customer's journey, product, and service. 

• Salespeople play a crucial role in shaping the customer experience. They help customers discover what they need, educate them about solutions, and build trust.  

• In both B2B (business-to-business) and B2C (business-to-consumer) industries, customers expect seamless and convenient experiences. Since we are all customers, B2C interactions often serve as a benchmark for B2B expectations. Customers are not only comparing you to your competitors. They are comparing you to the best customer experiences they have had from brands in every industry. 

• Digital technology serves as a valuable ally in improving customer experience. While digital channels can provide quick answers, they can't fully replace the need for human touch in more complex situations.  

• Brands should prioritize making every interaction efficient to respect and save the customer's time. Businesses that can reduce or eliminate time-wasting steps in a customer's journey will enhance their overall experience.  

• As customers evolve, so should businesses. Companies need to be attuned to the changing expectations and preferences of their customers so they can meet them effectively. 

• Plus, Shep and Arun share how salespeople and customer support teams can become trusted advisors to customers. Tune in! 

Quote:  

"Customer Experience is about the overall perception through every interaction between a customer and all aspects of the brand before, during, and after a purchase." 

About:   

Arun Shastri is a principal at ZS and the author of The Harvard Business Review Sales Management Handbook: How to Lead High-Performing Sales Teams. He is the cohost of Reinventing Customer Experience podcast and a teacher for sales executives at Kellogg.  

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

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Designing Impactful Customer and Community Engagement 

Shep Hyken interviews John Durocher, Chief Customer Officer at Calix. He talks about creating a seamless customer experience by utilizing customer feedback, ensuring proactive communication, integrating teams, and leveraging community connections. 

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

Top Takeaways:   

• Companies can improve their service and product offerings by listening to customers. Engaging customers through surveys and advisory boards (made up of customers) allows companies to understand their customers’ needs and generate new ideas.  

• Customer surveys should be a two-way communication. Customers spend time answering customer feedback. So, companies should respond to the feedback by showing appreciation for their customers’ input and making them feel heard by letting them know what actions are taken.  

• Customer experience doesn't stop after a sale. It encompasses every interaction the customer has with the company. Each touchpoint should be designed to delight the customer, from when a product is purchased to when they receive any follow-up service or support.  

• Communication and collaboration between teams ensure that there are no gaps in service delivery. When a customer interacts with one team, they expect the entire company to be aware of their history and needs. They do not want to repeat themselves. Effective communication ensures a consistent and convenient customer journey.  

• Proactive communication alleviates customer frustration. When there is a problem,  businesses must proactively notify their customers using all appropriate channels, including text, emails, and social media, that their customers are using. This keeps customers informed about what's happening, how long a problem might last, and reassures them that it is being addressed.  

• Businesses that engage with the communities they serve often stand out. Customers like doing business with companies who value the same things as them. 

• Plus, John shares examples of how local broadband providers have gone above and beyond for their community during crucial moments. These are lessons for any type of business. Tune in! 

Quote:  

"It's important not to have gaps in the customer experience. You have to work and communicate as one team. Customers expect that what they have heard from the sales team will be consistent throughout your organization."   

About:   

John Durocher is the Chief Customer Officer at Calix. He is widely acknowledged as an expert in customer relationship management (CRM) and has contributed numerous articles and papers to industry and academic publications. 

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

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Gathering, Acknowledging, and Responding to Customer Feedback 

Shep Hyken interviews Isabelle Zdatny, Head of Thought Leadership with Qualtrics XM Institute. She talks about the importance of treating customer feedback as a valuable tool for improving customer experience, the decline in consumer feedback, and customer survey best practices. 

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

Top Takeaways:   

• Customer feedback is a gift. Negative feedback uncovers areas for improvement, potentially saving businesses from losing customers to competitors. 

• Customer loyalty is fragile. High customer expectations and the ability to switch to competitors easily mean companies must work even harder to keep their consumers happy. "Nice to have" industries like online retailers, hospitality, and airlines must invest more in experience to establish trust and loyalty with their customers.  

• Customer service is increasingly becoming more important than price. More and more customers are willing to pay extra for convenient, hassle-free experiences.  

• Companies need to look beyond the Voice of the Customer. Other sources, such as customer history, support interactions, and social media, can help companies understand the full scope of their customers' experiences.  

• Isabelle shares stats from the 2025 Consumer Trends Report by Qualtrics. Here are some highlights: 

• Plus, Shep and Isabelle discuss why getting honest feedback is more important than getting high metric scores. Tune in! 

Quote:  

"The overall quality of customer experiences has improved. What's changing is customer expectations. Consumers are less tolerant of bad experiences, so when they happen, they are more likely to either decrease or stop spending money on a business." 

About:   

Isabelle Zdatny is the Head of Thought Leadership with Qualtrics Experience Management Institute. She produces industry-leading content on experience management trends and best practices, including the 2025 Consumer Trends Report. 

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

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How to Reduce Friction and Create Customer Loyalty 

Shep Hyken interviews Edwin Margulies, Chief Evangelist at Nextiva. He talks about his book, Mastering the Customer Experience, understanding customer needs, and simplifying customer interactions. 

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

Top Takeaways:   

• The customer experience has become the most important differentiator between companies. It's not just about the products or services offered but the entire journey and interactions a customer have with a brand. 

• A frictionless experience leads to happy customers and a stronger relationship with the brand. Eliminating unnecessary steps and making processes more convenient can create a significant impact on customer experience. 

• Customers today are more educated and demanding than ever before. With information at their fingertips, they often know as much or more than the agents assisting them. Businesses must adapt by providing tailored, knowledgeable, and efficient customer service.  

• Edwin Margulies developed an  8-step process to help businesses tackle CX improvements: 

• Plus, Edwin shares more insights from his book, Mastering the Customer Experience. Tune in! 

Quote:  

"The modern consumer is a wily beast. They are demanding, and they want great service. They want personalization. They don't want to repeat themselves. They want to communicate on the channel of their choice, and they self-publish, giving them a megaphone on the experience." 

About:   

Edwin Margulies is the Chief Evangelist at Nextiva. He is a serial entrepreneur and is the author of 19 books, including his latest, Mastering the Customer Experience. 

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

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Using AI to Help Human Agents Connect and Build Relationships with Customers 

Shep Hyken interviews Christina McAllister, senior analyst at Forrester. She talks about the evolving role of AI in contact centers and how it enhances, customer service, human interactions, and deepens customer relationships without losing the human touch. 

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

Top Takeaways:   

• Artificial Intelligence (AI) is becoming a huge part of customer service. Unlike old chatbots that needed programs to predict every possible question, Generative AI learns from conversations and understands the intent behind questions, which makes customer support and engagement much smoother.  

• Customer service isn't just about solving problems anymore. It's about engaging customers. Even with current technological advancements, human interaction remains crucial for resolving complex issues. By having real conversations, businesses can strengthen relationships and even create opportunities for more revenue through upselling. Engaging with customers on a personal level can lead to happier, more satisfied, and loyal customers. 

• Leaders are grappling with FOMO (fear of missing out) and FOMU (fear of messing up) when adopting AI. There's a genuine fear of missing out on the opportunities AI presents and a fear of messing up by investing in the wrong technologies. It's a delicate balance between innovation and smart adoption. 

• Automation, just like every new technology, often raises concerns about job loss. While digital experiences handle basic inquiries well, complex issues still require human intervention. Automation can impact jobs but also presents new opportunities for meaningful work. Businesses can choose to reassign employees to roles that focus on deeper customer interactions. For example, automating repetitive tasks can free up agents to handle more personalized interactions, enhancing the customer experience.  

• AI's magic isn't just about answering questions. It's also about predicting what customers might need next. By analyzing patterns, AI can alert you to better deals or cost-saving opportunities you might not be aware of. This proactive approach, powered and made scalable by AI, makes customers feel valued and understood. 

• Plus, Christina shares the long-neglected foundations, like knowledge management and understanding agent workflows, that investing in AI has brought to the surface. Tune in! 

Quote:  

"There's a significant shift happening in the industry—from merely providing support to actively engaging with customers. The ability to personalize relationships, even through beneficial upsells, marks a new era of customer service." 

About:   

Christina McAllister is a senior analyst at Forrester. She helps customer service and customer experience (CX) leaders transform their strategies and capabilities in the age of the customer. Her research focuses on how technology and AI can enhance customer and agent experience. 

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

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Creating a Company Identity That Transforms Customer Experience 

Shep Hyken interviews Laura Richard, Principal at Level5 Strategy and one of the 2023 Woman Leaders in Consulting. She talks about the essence of branding and its role in customer experience, employee engagement, and business growth. 

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

Top Takeaways:   

• A brand promise is a company's commitment to its customers, defining what they can expect every time they interact with the brand. It is the guiding principle that all the decisions of an organization are centered on.  

• A brand true to its promise creates value, builds trust, and fosters long-lasting relationships that benefit the customer and bring financial success to the business over time. 

• Understand what matters most to the customers you want to build a relationship with. Know what they want to get and how they want to feel as a result of engaging with the brand.  

• In a competitive market, a strong brand sets a company apart from competitors and creates an emotional connection with customers. For example, Nike empowers its customers with the motto "Just Do It," and Patagonia focuses on sustainability. 

• Employees are essential in upholding the brand promise. When a company clearly defines its brand promise and values, it can attract employees who naturally resonate with those principles. 

• Companies should identify which touchpoints are "table stakes," meaning basic expectations that must be met, but not necessarily exceeded. They should also focus their resources on the "moments of truth," the interactions that emotionally impact customers and can significantly deepen relationships.  

• Plus, Shep and Laura discuss how convenience and consistency drive loyalty. Tune in! 

Quote:  

"When people hear the word brand, they think of the logo, tagline, or marketing campaigns. But a brand truly is the company's identity, the common set of truths the organization needs to deliver to create value for its customers and employees." 

About:   

Laura Richard is a Principal at Level5 Strategy and one of the 2023 Woman Leaders in Consulting. She is Chair of the Board of ParticipACTION, Canada's leading advocate for physical activity. 

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

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Building a Brand Customers Love 

Shep Hyken interviews Joanne Chan, CEO of Turner Duckworth, a world-class branding agency with studios in San Francisco, London, and New York. She talks about how brands like Amazon, Coca-Cola, and Levi Strauss & Co. infuse a clear vision and emotional connection in their branding to communicate a customer-focused experience. 

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

Top Takeaways:   

• Branding is crucial for any company because it defines how customers perceive the business. A strong logo and brand identity can create emotional connections with customers, making them more loyal and engaged.  

• Successful branding involves creativity and an understanding of what the brand represents. A great logo or brand can stand the test of time while still resonating with new customers, like Amazon's smile logo, which emotionally connects the customer to a happy experience and communicates that Amazon sells everything from A to Z.   

• In any business relationship, listening is vital to understanding client needs and expectations. Listening helps you create solutions that cater to the client's specific requirements. Listening with empathy throughout the partnership can nurture long-lasting relationships and repeat business. 

• Everyone makes mistakes, and in business, you must handle them well. When a mistake happens, take responsibility, listen to your customers, and work to solve the problem together. Owning and handling mistakes well shows your customers that you are reliable and committed to delivering an amazing experience. 

• Creating a brand involves more than just a name or logo. It's about evoking emotions. This involves using design to speak to the heart of what the consumer cares about. That’s part of the customer experience. 

• The new generation of customers interacts with brands differently. They expect personalized and engaging experiences. Brands must be flexible and adaptable while maintaining consistency. 

• Plus, Joanne shares how her team came up with the Amazon logo and how they purpose-built it for the future. Tune in! 

Quote:  

"To infuse a brand with personality, marketers need to understand that brands are a way to communicate with their customers. The more emotion you infuse into a visual identity system, the more connection you can have with your customers." 

About:   

Joanne Chan is the CEO of Turner Duckworth. They managed packaging and brand identity projects for clients like Amazon, Coca-Cola, Levi Strauss & Co., and Samsung. 

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

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Leveraging Technology to Create Personalized Experiences 

Shep Hyken interviews Anurag Dhingra, SVP and General Manager of Cisco Collaboration. He talks about using AI to bridge the gap between consumer expectations and satisfaction by enhancing both customer and employee experiences. 

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

Top Takeaways:   

• There is still a huge gap between what people expect from their customer experience and what they are getting. If you ask a someone if they are happy with their previous customer experiences, the answer will likely be no. Fortunately, we now have the technology to elevate the experiences we can deliver to our customers.  

• Technological advancements, especially in AI, present many opportunities for organizations to enhance customer service and experience. AI can help streamline processes, provide real-time insights, and assist agents in answering customer inquiries more effectively. 

• Companies need to be thoughtful when implementing AI solutions. While cost optimization is important, it should not overshadow the goal of enhancing customer experience. Businesses should prioritize strategies that directly impact customer satisfaction, such as reducing wait times, creating personalized experiences, and anticipating customer needs.  

• Personalization is crucial in creating amazing customer experiences. Customers now expect companies to recognize their preferences and past interactions. Delivering a personalized service can make customers feel valued and understood, strengthening brand loyalty. 

• In addition to traditional methods of communications, like phone calls, modern consumers also communicate across various platforms like social media and text messages. Companies need to meet their customers in the channels where they prefer to interact. Offering multiple communication options allows customers to reach out in their preferred way, enhancing engagement and satisfaction.  

• Today, the best use case for AI is helping customer support agents, acting as a co-pilot providing real-time assistance and recommendations. AI can enhance agent efficiency by summarizing interactions and handling routine tasks, freeing agents to focus on complex issues. Technology should empower humans, not replace them. 

• Plus, Anurag and Shep discuss why it is important to always let customers know when they are talking to AI. Tune in! 

Quote: 

"Anyone in the organization can be a customer service representative. Because there are now multiple ways to engage with a brand, anyone has the opportunity to do a job that delights the customer." 

About:   

Anurag Dhingra is the SVP and General Manager of Cisco Collaboration. He leads the technology vision, strategy, and direction for the Cisco Collaboration. He is also on Cisco's Human Rights Advisory Council and the founder of Cisco's Responsible AI initiative. 

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

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Exploring AI's Role in Revolutionizing Customer and Employee Experiences in Contact Centers 

Shep Hyken interviews Jonathan Rosenberg, Chief Technology Officer and head of AI at Five9. He talks about how contact centers can use generative AI to deliver customer experiences that people love. 

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

Top Takeaways:    

• AI is changing the way that contact centers operate. AI-driven tools can handle simple queries and support human employees in answering complex questions. It allows businesses to offer quick, precise help that reduces call and hold times while keeping human agents available for tasks requiring empathy and complex problem-solving. 

• Self-service options are growing more advanced and popular. Although AI can tackle straightforward and repetitive tasks, humans are necessary for high-stakes or complicated situations due to their ability to understand emotions and contexts more deeply.  

• AI isn't about replacing human employees but empowering them. It provides agents with insights and recommendations in real time so they can focus on building stronger relationships with customers. With AI tools, agents can support customers more effectively, easily handle complex queries, and even seize upsell opportunities.  

• Great customer experiences can lead to loyal customers. With AI tools, employees can easily access customer's history of interactions with the brand and get information from a broad knowledge base that can help them offer personalized solutions. When customers feel understood and valued, they are more likely to return and tell others about their positive experiences.  

• AI is quicker and more cost-effective to implement than ever, and the return on investment from AI in customer service is significant. AI can shorten call handling times and make each interaction more efficient, saving money for the business.  

• Plus, Shep and Jonathan discuss what happens to companies that are laggards when it comes to adopting AI. Tune in! 

Quote:  

"Setting up and implementing AI has historically been expensive and prohibitive for businesses. Now, with generative AI, it is quick and easy to get started, and the cost of maintaining it is low." 

About:   

Jonathan Rosenberg is the Chief Technology Officer and head of AI at Five9. He is responsible for the engineering and operational teams building Five9's Genius AI portfolio. 

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

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Transforming Customer Support with Technology and Empathy 

Shep Hyken interviews Derek Allgood, VP of Global Customer Experience (GCX) at eBay. He discusses the importance of nurturing a supportive culture and harnessing innovative tools like AI to enhance employee and customer service. 

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

Top Takeaways:   

• Listening is critical to building strong relationships in business and life. When interacting with customers or clients, it is essential to fully comprehend their needs and concerns before taking action. Active listening involves paying attention, asking clarifying questions, and genuinely showing empathy.  

• High employee turnover leads to increased costs and decreased customer satisfaction. Focus on creating a fulfilling and supportive work environment for your team members. Employees who feel valued and engaged become more committed to their roles and deliver exceptional service. 

• Today, more people are working remotely, which requires new ways of maintaining communication and culture. Effectively using technology to communicate improves work efficiency and connectivity. Communication technology helps ensure that employees remain connected and well-informed and can support one another in real time. 

• Self-service technology helps streamline interactions and solve issues quickly. By implementing self-service options, businesses can empower customers to find the answers they need without waiting to speak with a representative. This reduces wait times and allows customer support teams to focus on more complex issues. It also leads to cost savings for businesses and a more satisfying experience for both customers and employees. 

• A great business also thinks about how it can contribute positively to the world. This involves supporting causes that align with the company's values and making a meaningful impact on communities. By having a purpose beyond making money, businesses can connect with people on a more personal level. This builds trust and loyalty among consumers and employees alike. 

• Plus, Derek talks about eBay's innovative AI solutions to support employees and customers. Tune in! 

Quotes:  

"The first thing that we have to do in any relationship is to listen. As a business with a buyer and seller relationship, listen and try to understand where the customers are in their journey, what's gone wrong, and how you can support the employees helping them." 

About:   

Derek Allgood is the VP of Global Customer Experience (GCX) at eBay. He has over 20 years of experience leading customer support teams for global companies such as Citiphone, Global Consumer Bank, and Barclays. 

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

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