March 31, 2026

Creating a Customer Loyalty Culture Featuring Lisa Checchio

24 minutes

Transforming Repeat Business into True Loyalty

Shep interviews Lisa Checchio, Chief Commercial Officer at EBG. She talks about how a hospitality mindset that is focused on making customers feel valued and appreciated, builds real loyalty in any industry.

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

What is hospitality mentality, and how does it enhance customer experience in any industry?

Are loyalty programs effective?

Why is customer perception important to business success?

How do word-of-mouth recommendations influence customer experience?

How does company culture shape customer experience?

Top Takeaways:  

We can't talk about customer experience without talking about hospitality. No matter the industry, whether B2B, B2C, or government, the “hospitality mentality” is about making every interaction welcoming and memorable. At its core, hospitality is about making people feel valued, appreciated, and at home, regardless of whether they're a first-time visitor or a loyal customer.

A great customer experience comes from intentionally designing interactions that help people feel seen, heard, and comfortable. It's no longer just about products or services. Brands need to focus on making things easy for customers and creating genuine human connections, even in digital channels, so that every touchpoint feels welcoming and personal.

Focus with the end in mind. What matters most is how your customers feel and what they say about your brand when they leave.

Most loyalty programs are discount programs. The problem is that customers become loyal to the perks rather than to the company. So when the loyalty program is changed, or another company offers a better reward, customers walk away because they do not have a relationship with the brand.

Loyalty programs should go beyond points or discounts. True loyalty is built on relationships and trust. Customers return when they feel an emotional connection, not just because of rewards or perks.

A culture of hospitality starts inside the organization. Every employee, not just those in customer-facing roles, impacts the customer experience. A strong internal culture, from the frontlines to behind the scenes, helps create a consistent, welcoming experience that reflects the company’s values.

Find ways to make your online or digital experiences as welcoming and personal as face-to-face interactions. Even as digital tools make things more efficient, people still crave human touch and connection.

Plus, Shep and Lisa discuss why word of mouth inspired by amazing experiences is the most powerful marketing a brand could have. Tune in!

Quote: 

"Loyalty is not just a program. It’s a relationship. We can't expect customers to be loyal simply because we ask them to. Loyalty is earned through trust. We need to give them reasons to stay and reward them for being ambassadors who share our brand with others."

About:  

Lisa Checchio is the Chief Commercial Officer at EBG. She oversees entertainment, travel, and shopping platforms that create valuable experiences and savings for employees and members.

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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By Shep Hyken & C-Suite Radio

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