After more than 160 episodes of The Delighted Customers Podcast, this episode marks an intentional shift.Over the past decade, I’ve had the privilege of learning from leading thinkers, practitioners, and authors in customer experience, leadership, and trust. Again and again, a pattern emerged:Even when everyone agrees on what needs to change… nothing changes.In this episode, I explain why I’m evolving the show into The Trusted Guide Podcast—and what that shift means for you.This is not a departure from the work. It’s a deeper focus on what actually makes change possible when authority is limited, stakeholders are misaligned, and progress stalls.Going forward, this podcast will explore how leaders, practitioners, and individual contributors can:– Navigate complex organizations without formal authority – Build trust that enables real movement – Turn insight into action when alignment isn’t enough If you’ve ever asked, “Why isn’t this moving forward?”—this show is for you.Welcome to The Trusted Guide Podcast.

What if just 40 seconds of genuine compassion could tangibly lower a cancer patient's anxiety—and what if this "wonder drug" holds the key not just for healthcare, but for every leader who wants to create more fulfilling workplaces and customer experiences?

The impact of this question is profound. On this episode of the Delighted Customers podcast, I sat down with Dr. Stephen Trzeciak ("Dr. T"), whose groundbreaking research proves that compassion isn't just good for our conscience—it's scientifically measurable, essential, and transformative for both the receiver and the giver. Whether you lead a care team, a corporate department, or simply want more meaning in your professional interactions, Dr. T's work illustrates how compassion can drive loyalty, improve outcomes, and even keep your best people from walking out the door.

You should listen to Dr. T because his expertise bridges the gap between touching stories and hard data. With two acclaimed books—Compassionomics and Wonder Drug—plus clinical leadership at the front lines of healthcare, Dr. T demonstrates how compassion delivers ROI. He shares evidenced-based tactics any leader can use to operationalize compassion, strengthen teams, and create unforgettable customer moments—even in high-stress, time-pressured environments.

Here are three compelling questions Dr. T answers on this episode:

• How can business leaders operationalize compassion without losing authenticity or making it "just another initiative"?

• What simple, proven behaviors can leaders implement today to measurably improve compassion in their teams?

• What's the REAL ROI of building a compassionate culture, and how can you quantify its impact to win executive buy-in?

If you're ready to transform the way you serve customers—and keep your teams thriving—listen and subscribe to the Delighted Customers podcast now! Find us on Apple Podcasts and Spotify. We're available on all your favorite podcast platforms.

Meet Dr. Stephen Trzeciak ("Dr. T")

Dr. Stephen Trzeciak is a physician scientist, intensive care doctor, and the Chief of Medicine at Cooper University Health Care in Camden, New Jersey. He is Professor and Chair of Medicine at Cooper Medical School of Rowan University.

With over two decades of clinical and research experience, Dr. T is renowned for his work in linking compassion with improved clinical outcomes and the science behind "Compassionomics." He's co-authored two widely acclaimed books: Compassionomics: The Revolutionary Scientific Evidence that Caring Makes a Difference and Wonder Drug: 7 Scientifically Proven Ways that Serving Others is the Best Medicine for Yourself. His TEDx talks and keynote appearances have inspired audiences worldwide, urging leaders inside and outside healthcare to harness the measurable power of serving others.

Dr. T's research focuses on the biological effects of compassion (on both patients and care providers), strategies for building compassionate cultures, and proven methodolgies for measuring and teaching compassion. He is passionate about helping organizations—from hospitals to global corporations—improve their outcomes by focusing on the human dimension of care and leadership.

Connect with Dr. T on LinkedIn.

Show Notes & References

• Compassionomics: The Revolutionary Scientific Evidence that Caring Makes a Difference

• Wonder Drug: 7 Scientifically Proven Ways Serving Others Is the Best Medicine for Yourself

• Study: "The Power of 40 Seconds" and compassion intervention research (Journal of General Internal Medicine)

• JAMA Psychiatry study on compassion phone interventions for loneliness in elderly populations

• Gallup Report: What Followers Want From Leaders (2025)

• McKinsey & Company Research on Attrition in Healthcare

• Dr. T's LinkedIn

• Podcast on Apple

• Podcast on Spotify

Is it really possible to build trust with customers in a business landscape overflowing with misinformation and emotional volatility?

That burning question is at the heart of my conversation with Michael Forsberg, Director of Client Experience at BrandTrust. In an era many call "post-truth," business leaders face steep challenges in distinguishing what's real from what's noise—especially when it comes to understanding their customers' motivations. Michael's work focuses on uncovering the human truths and emotions driving decisions across industries from tech to healthcare to financial services. The impact? When brands neglect the emotional drivers beneath surface behaviors, they risk eroding loyalty, losing relevance, and missing out on real, meaningful relationships with their customers.

Why should you listen to Michael Forsberg? Michael brings a rare combination of practical expertise, academic rigor (he's an MSU grad in Customer Experience Management and a former student in my class), and heartfelt real-world perspective. From navigating literal wildfires in Los Angeles to helping Fortune 500 brands reimagine their connection with customers, Michael understands both the stakes and the solutions for brands that want to break through "empathy gaps" and drive bottom-line results through emotional insight.

Here are three essential questions Michael answers on the show:

1. What do emotional inquiry and human truth really mean—and why do they matter for business leaders and marketers?

2. Why is it so dangerous to rely exclusively on quantitative data when diagnosing customer challenges and designing solutions?

3. What practical steps can organizations take to uncover emotional insights and apply them to improve experience, retention, and loyalty?

Don't miss these eye-opening insights! Listen and subscribe on Apple Podcasts, Spotify, or your favorite podcast platform—just search for "Mark Slatin." Every episode is designed for leaders who want to move past the surface and start creating truly delighted customers.

Meet Michael Forsberg

Michael Forsberg is Director of Client Experience at BrandTrust, a leading brand strategy and research firm. Michael specializes in leveraging applied social sciences and behavioral economics to uncover the hidden emotional engines powering consumer decision-making. With expertise spanning tech, healthcare, CPG, financial services, and more, he partners with organizations to identify and address the core emotional narratives shaping their customers' behaviors.

Michael began his career in advertising as part of a media agency before moving client-side at an international humanitarian organization, which gave him a global view of human needs and motivations. He has since spent over five years at BrandTrust, helping clients design emotional inquiry research, develop brand strategies, and drive meaningful organizational change grounded in deep emotional insight. Michael holds a Master of Science in Customer Experience Management from Michigan State University and brings real-world empathy to every conversation—something that started with his own experience of responding to wildfire evacuation in Los Angeles.

Connect with Michael Forsberg on LinkedIn or learn more about his work at BrandTrust.com.

Show Notes & References

• BrandTrust: brandtrust.com

• Emotional Inquiry Research Methodology: More on BrandTrust's approach

• Michael Forsberg's LinkedIn: linkedin.com/in/michaelforsberg/

• All Time restaurant in Los Angeles, CA (Michael's customer delight story): All Time on Hillhurst

• Michigan State University Customer Experience Management program: MSU CXM

• Listen on Apple Podcasts | Spotify | Available on all major podcast platforms

What if the financial metrics you rely on to measure your company's success are actually steering you away from long-term customer loyalty and sustainable growth?

In our latest episode of the Delighted Customers podcast, live from Harvard Business School, I dive into this burning question with Rob Markey, professor at Harvard and seasoned veteran at Bain. Rob challenges the conventional wisdom around company valuation, urging us to look beyond the income statement and balance sheet, and instead, consider the real engine driving revenue—our customers. The impact of this discussion is huge: by focusing on customer behavior and relationships, leaders can uncover hidden risks, make smarter trade-offs between short-term gains and long-term health, and build models for enduring shareholder value. If you think financials are telling you the whole story, this episode will make you think twice.

Why should you listen to Rob Markey? Rob doesn't just teach at Harvard Business School—he's one of the world's foremost experts on customer value, business strategy, and the metrics that really matter for growth. As co-creator of the Net Promoter System, his practical frameworks have transformed how organizations like Bain & Company help clients create true customer-centricity. Rob's guidance blends academic rigor with real-world experience, making complex ideas actionable for any business leader looking to future-proof their organization.

Here are three compelling questions Rob answers on the show:

• Why are traditional accounting metrics like revenue and profit reporting missing the bigger picture of customer value?

• How can C-suite leaders balance inevitable short-term pressures with decisions that build loyalty and drive long-term growth?

• What specific steps can leaders take to re-evaluate their customer base and transform the way they forecast and measure company success?

Tune in now and subscribe for more thought-provoking episodes! Find the Delighted Customers podcast on Apple Podcasts and Spotify, or listen on any of your favorite podcast platforms. Make sure to leave a review to help spread the word to more customer-obsessed leaders.

Meet Rob Markey

Rob Markey is a professor at Harvard Business School and a globally recognized expert in customer strategy, business growth, and valuation. Before Harvard, Rob was a Senior Partner at Bain & Company, where he led Bain's global Customer Strategy & Marketing practice. He's best known as the co-creator of the Net Promoter System (NPS), which has revolutionized how businesses measure customer loyalty and advocate for customers at the heart of their growth strategy. Markey has consulted with hundreds of organizations worldwide, helping them shift from product-centric to customer-centric models.

Rob's work bridges the gap between academic thought leadership and hands-on business advising. His Harvard course explores these crucial topics, training the next generation of leaders to see their customers—not just their financials—as the core asset of their business. Rob's mission is to help executives see—and manage—the trade-offs between short-term targets and the actions that secure long-term profitability and loyalty. His insights are published in leading journals and he is a sought-after speaker at global events.

Rob's previous appearances on the show:

• #15: Pt. 1 – The Room Where It Happened: The Net Promoter Backstory with Rob Markey (Part 1) — Episode 15 Amazon Music

• #16: Pt. 2 – Measuring and Managing Customer Loyalty in a Digital World with Rob Markey (Part 2) — Episode 16 podcastrepublic.net

• #65: The 3 Dimensions of Customer Value Creation with NPS Co-Inventor, Rob Markey (Part 1 of 2) — Episode 65 Apple Podcasts+1

• #66: Rob Markey on Building Consistent Loyalty Through Trust and Emotional Connection (Part 2 of 2) — Episode 66 Apple Podcasts+1

Connect with Rob Markey on LinkedIn.

Show Notes & References

• Fred Reichheld & Net Promoter System: Net Promoter System

• Rob Markey's Harvard Business School profile: Harvard Faculty Page

• Bain & Company: Rob Markey at Bain

• Recommended prior episodes featuring Rob Markey: See our archive for previous episodes.

• Yoshida Restaurant, Boston: Yoshida Boston

• Harvard Business School: HBS

Listen, subscribe, and join the conversation—your customers (and your bottom line) will thank you.

Are you unknowingly sabotaging your own well-being at work—and at home—by trying to fix everyone else's problems?

So many of us find purpose and validation in helping, supporting, and "solving" for others. But what happens when that good intention tips into burnout, resentment, and codependent relationships? In this episode, I dig into the hidden costs of being a "serial fixer" with my guest Leah Marone, whose new book offers a powerful wakeup call for leaders, parents, and anyone in a people-focused role. Leah shines a light on why constant fixing and over-helping backfire, both for us and for the people we care about, and how learning to "support, don't solve" can transform workplaces and families.

If you work in customer service, HR, management, education—or if you just find yourself constantly taking on the world's problems—you need to hear Leah's insights. She brings two decades of experience as a psychotherapist, mental wellness consultant, keynote speaker, former Division 1 athlete, and proud "recovering perfectionist." Leah's thoughtful and practical wisdom will help you recognize your own patterns and set boundaries that actually serve everyone better—not least, yourself.

Here are three essential questions Leah answers in our conversation:

• What's the real-world business impact when leaders fall into the "serial fixer" trap—and how does it show up on your team and bottom line?

• What does it actually feel like to work for, or with, someone who is always fixing and "helping"—and what damage does that cause to confidence and connection?

• How can you identify when you're stuck in the fixer role, and what actionable steps can you take (from her "support, don't solve" model) to create healthier boundaries in your relationships?

I invite you to listen, subscribe, and share this episode—it just might save you (and your organization) from burnout. Find us on Apple Podcasts and Spotify, or any of your favorite podcast platforms.

Meet Leah Marone

Leah Marone is a licensed clinical social worker, psychotherapist, keynote speaker, and leading mental wellness consultant with over 20 years of experience. She collaborates with individuals and organizations across high-empathy, high-pressure professions—including customer service, education, HR, and healthcare. Leah is a regular contributor to Psychology Today and serves as an expert voice for Newsweek and The Atlantic. A former Division 1 athlete and self-described "recovering perfectionist," Leah is passionate about helping individuals set boundaries, overcome burnout, and develop sustainable emotional health—both at work and at home.

In her new book, The Serial Fixer (available November 11), Leah reveals why "helping" can go too far and offers a blueprint for more empowering, resilient relationships. She's available for speaking, consulting, and team-based book studies, and loves connecting with readers and listeners.

Website: leahmarone.com
Book: serial-fixer.com
LinkedIn: Leah Marone on LinkedIn

Show Notes & References

• The Serial Fixer by Leah Marone: serial-fixer.com (Pre-order available; releases November 11)

• Leah's main site: leahmarone.com

• Leah Marone LinkedIn: Leah Marone

• Book available at Amazon, Barnes & Noble, Target, Bookshop, and other major retailers

Listen & subscribe on Apple Podcasts, Spotify, or any podcast app!

Is it possible to deliver life-changing news—with compassion—without sacrificing precious time or the physician's own well-being?

It's a burning question for healthcare professionals everywhere, and the impact of getting it right goes far beyond the exam room. Not only does compassionate communication ease patient anxiety and foster loyalty, but it also drives better outcomes, even in the face of a system that pressures doctors to prioritize speed and productivity (those infamous RVUs!). As the demands on clinicians mount, many struggle with "compassion fatigue," and patients often experience rushed, impersonal conversations when they need empathy and understanding most. This episode offers a solution—and hope—for both sides of the stethoscope.

You should listen to this episode because my guest, Dr. Rachel Hitt, delivers a masterclass in patient communication. As Chief of Breast Imaging at Tufts Medical Center and Medical Director of Patient Experience for Tufts Medicine Integrated Network, she brings more than 20 years of clinical expertise and a passion for improving the way difficult news is shared with patients. Dr. Hitt is not only a practicing clinician; she's a certified facilitator in healthcare communication and a certified patient experience professional, dedicating herself to coaching and elevating the next generation of physicians. Her insights are practical, inspiring, and applicable well beyond healthcare—for anyone who faces moments of tough conversations and wants to make those moments matter.

Here are three powerful questions Rachel answers on the show:

1. Why do so many healthcare professionals struggle with delivering difficult news compassionately—and how can they overcome barriers like exhaustion, lack of time, and institutional pressure?

2. What is the ART model for patient communication, and how does it transform a monologue into a meaningful dialogue, even when sharing devastating diagnoses?

3. How do small gestures—like a brief pause, gentle touch, or simply asking permission to enter—impact patient experience, loyalty, and even the bottom line for hospitals and health systems?

Listen in and subscribe! Find this episode on Apple Podcasts and Spotify, and catch all future episodes on your favorite podcast platforms:

• Apple Podcasts

• Spotify

• (Available wherever you get your podcasts—just search for "Delighted Customers"!)

Meet Dr. Rachel Hitt

Dr. Rachel Hitt, MD, MPH, is the Chief of Breast Imaging at Tufts Medical Center and Medical Director of Patient Experience for the Tufts Medicine Integrated Network. With more than two decades of experience, she has touched thousands of lives, guiding patients and their families through some of their most vulnerable moments. Rachel graduated from Harvard Medical School and completed her residency in radiology and fellowship in breast imaging at Massachusetts General Hospital—two of the nation's most prestigious medical institutions.

She also holds a Master's in Public Health from the University of Michigan and is a certified facilitator in healthcare communication through the Academy of Communication and Healthcare. Rachel is a Certified Patient Experience Professional (CPXP), and she's equally comfortable in academic medical centers and private practice settings. She has dedicated much of her career to teaching, coaching clinicians, and speaking at conferences about how medical professionals can improve the patient experience—"chunking and checking" information, meeting people where they are, and nurturing authentic, empathetic relationships.

Connect with Rachel on LinkedIn.

References and Show Notes

• Academy of Communication in Healthcare

• Dr. Steven Tresiak's "power of 40 seconds" research (Ted Talk)

• LinkedIn: Dr. Rachel Hitt

• Book reference: "All Business is Personal" by Dr. Joseph Michelli (from prior episodes)

• RVU (Relative Value Units) model in healthcare

• Techniques for improving patient loyalty and experience

Thanks for listening—subscribe and share if you want more episodes just like this!

What happens to innovation, team dynamics, and trust in organizations when a significant portion of employees are emotionally fragile, risk-averse, and struggle with interpersonal interactions?

In this episode of the Delighted Customers podcast, I dive into the profound impact of generational shifts on workplace culture, leadership, and customer experience. Drawing insight from the best-selling book, The Anxious Generation by Jonathan Haidt, my guest Charlie Green and I explore how Gen Z—shaped by overprotective parenting, the rise of social media, and the isolating effects of Covid—are changing the future of professional services firms and beyond. The implications are not just for the workplace, but for entire industries that rely on innovation, adaptability, and trustworthiness from their teams.

You need to listen to this episode because Charlie Green is not just an expert on trust—he literally wrote the book on it! As the co-author of The Trusted Advisor and founder of Trusted Advisor Associates, Charlie brings unparalleled authority and hands-on experience to the discussion. If you're responsible for hiring, leading, or influencing teams in any organization, Charlie offers the data, the anecdotes, and the actionable advice you need to spot warning signs and respond effectively.

Here are three questions Charlie answers during our conversation:

• What are the biggest risks facing organizations as Gen Z moves into leadership roles?

• How can managers recognize and respond to "emotional fragility" and risk-aversion in their teams?

• What practical strategies can leaders use to build trust, resilience, and effective collaboration in a hybrid, post-pandemic world?

Don't miss this timely episode! Listen and subscribe to the Delighted Customers podcast on Apple Podcasts and Spotify—plus, it's available on all your favorite podcast platforms.

Meet Charlie Green

Charlie Green is the co-author of The Trusted Advisor and author of Trust-Based Selling. As founder of Trusted Advisor Associates, Charlie has trained, coached, and consulted with thousands of professionals in global firms like Accenture, McKinsey, and the Big Four. His expertise centers on the mechanics of trust, trustworthiness, and how deep human connection drives the best business outcomes. With decades of experience and a powerful network, Charlie is a sought-after advisor, webinar host, and keynote speaker, especially on topics of leadership and organizational culture. Charlie holds credentials in consulting and business development, and he's committed to helping leaders at every level create more resilient, responsive, and trustworthy organizations. Connect with Charlie on LinkedIn here.

Show Notes & References

• The Anxious Generation by Jonathan Haidt (NYT Best Seller)

• Trusted Advisor Associates: https://trustedadvisor.com

• Charlie Green's LinkedIn: https://www.linkedin.com/in/charliegreen/

• Robert Putnam, Bowling Alone (book reference)

• Contact Charlie Green: [email protected]

Subscribe, listen, and let me know what resonates!

What's stopping CX leaders from turning mountains of customer data into executive-ready stories that prompt real change?

In this episode, we dig deep into one of the most urgent—and often overlooked—challenges for customer experience (CX) teams: crafting compelling, actionable narratives from all that customer insight. Data is everywhere, but too often the dots just don't get connected in a way that the C-suite cares about. The difference between a statistic and a strategic priority? It's all in the storytelling. In my conversation with Ania Rodriguez, CEO of JourneyTrack, we explore the tools, techniques, and mindsets you need to bridge that gap—and the game-changing role that AI-driven storytelling is playing right now in CX strategy.

If you're a CX practitioner, product leader, or anyone tasked with influencing business outcomes through customer insight, you'll want to hear directly from Ania. Her twenty-five years in the field, expertise in journey mapping, and insider knowledge on harnessing technology for business storytelling makes this episode essential listening. Whether you're tired of your insights landing with a thud—or want to lead boardroom conversations that spark action—Ania's guidance is practical, forward-looking, and instantly applicable.

Here are three questions Ania answers in this episode:

• Why do even seasoned leaders struggle to translate customer data into executive-friendly narratives?

• How does JourneyTrack's Storytelling AI automate the process of building empathy and urgency for C-suite presentations?

• What are the crucial integrations and data strategies for making journey management systems truly enterprise-ready—and how can you put them to work right away?

Ready to supercharge your customer storytelling and move your executive team from data fatigue to decisive action? Listen now and subscribe so you never miss an episode:

• Apple Podcasts

• Spotify You'll also find us on all your favorite podcast platforms!

Meet Ania Rodriguez

Ania Rodriguez is the CEO and founder of JourneyTrack, a pioneering journey management platform designed for enterprise-scale CX storytelling. With more than 25 years of experience, Ania has led transformational customer experience initiatives for some of the world's most recognizable brands—including Google, where JourneyTrack first launched. She is also the founder and CEO of Key Lime Interactive, a renowned CX consultancy known for its expertise in journey mapping, research, and strategy.

Ania's leadership style blends human-centered design with data-driven rigor, and she has a longstanding reputation for coaching executives and teams on turning insights into action. She was among the earliest to bring AI-powered capabilities—like Storytelling AI and Recommendation AI—to journey management, ensuring that organizations can not only aggregate data from diverse sources (like Jira, Qualtrics, Medallia, Snowflake, and more) but can also deliver that information as compelling, actionable presentations tailored to any audience.

Connect with Ania Rodriguez on LinkedIn

Show Notes & References

• "Using Storytelling Playbooks to Supercharge Journey Management" (White Paper):  https://bit.ly/47gE1xE

• JourneyTrack platform: https://journeytrack.io/

• LinkedIn: Ania Rodriguez

• "Made to Stick" by Chip and Dan Heath (Velcro theory of memory): https://heathbrothers.com/books/made-to-stick/

• Integration partners referenced: Jira, Qualtrics, Medallia, Snowflake, Adobe Analytics, Google Analytics

• Forrester on Journey Management (industry wave publication): https://www.forrester.com/

Thanks for tuning in—subscribe for more expert strategies, and let's make customer data tell the stories that drive business forward!

What happens when a profession built on human insight faces a tidal wave of change—from evolving business demands to the rise of AI? How do CX leaders stay relevant and drive meaningful results in this new landscape?

This episode digs deep into the shifting world of customer experience (CX) with Greg Melia, CEO of the Customer Experience Professionals Association (CXPA). I bring Greg back to the show because he sits at the epicenter of the profession's evolution, witnessing firsthand how CX is growing up—no longer a scrappy teenager, but a vital contributor to business outcomes. The impact of this transformation is profound: The role of the CX professional is expanding, expectations are changing globally, and methods that once worked are being questioned. If you care about getting your organization, team, or career ahead of the curve, you'll want to hear what's unfolding—and what's next.

Why should you listen to Greg Melia? As CEO of the CXPA, Greg is more than a thought leader—he's a connector, advocate, and global influencer whose work directly shapes how companies and governments alike approach customer centricity. He and his team are pushing the boundaries of CX, integrating the latest research, championing AI-driven design, and framing the case for customer experience in terms the C-suite can't ignore. If you want practical, future-facing insight from someone who leads the charge in building the future of CX, this is the episode for you.

Here are three questions Greg answers on the show:

• What are the most significant shifts happening in customer experience today, and how is the CXPA responding?

• How can CX professionals and organizations approach AI ethically and effectively to enhance—not replace—the customer's voice?

• What does it take to earn C-suite respect for customer experience initiatives, and how can you build a business case that drives real outcomes?

Don't miss this episode—listen, rate, and subscribe on your favorite podcast platforms!
Apple Podcasts: Listen here
Spotify: Listen here
Or find Delighted Customers wherever you get your podcasts!

Meet Greg Melia

Greg Melia, CAE, is CEO of the Customer Experience Professionals Association (CXPA)—the premier global association dedicated to advancing the discipline of customer experience. Greg brings more than 25 years of association leadership to the table, having previously served at the American Society of Association Executives (ASAE) and held executive roles in strategy, membership, and organizational development.

Greg has shaped CXPA's direction during a time of profound change, leading initiatives to define the competencies of customer experience, expand global reach, and harness technology—including AI—to serve both corporate and public sector needs. Under his guidance, the CXPA has launched global research, overhauled its brand, and rolled out innovative tools, certification programs, and learning experiences to unite and uplift CX professionals worldwide.

A frequent speaker and advisor on customer experience, leadership, and association management, Greg is recognized for fostering collaboration and creating professional communities that thrive in a rapidly changing world. He is committed to building the business case for customer centricity at every level and supporting the next wave of CX leaders as trusted advisors in their organizations.

Connect with Greg Melia on LinkedIn: Greg Melia, CAE

Show References & Resource Links

• Customer Experience Professionals Association (CXPA): https://cxpaglobal.org

• Certified Customer Experience Professional (CCXP) certification: CXPA CCXP Information

• CX Book of Knowledge on Amazon: Buy here

• CX Education courses (including "Becoming a Trusted Guide"): https://cxeducation.com/

• CX Day and upcoming white paper on AI in CX: CXPA Events

• Jason Barro, Bain & NPS Prism: NPS Prism – Bain & Company

• Connect with Greg Melia on LinkedIn: Greg Melia, CAE

What drives customers to cling fiercely to a brand, even when it means paying more or overlooking problems others wouldn't forgive? Is our political identity quietly fueling a new kind of "super loyalty" that's transforming customer behavior, for better or worse?

In this episode of the Delighted Customers podcast, I dive into these burning questions with my returning guest, Dr. Forrest Morgeson, associate professor, researcher, and interim chairperson of the Marketing Department at Michigan State University's Eli Broad College of Business. Forrest, drawing on a unique blend of academic rigor and industry insight, explores how political polarization isn't just shaping national conversations—it's shaping the way brands connect with customers, and how those customers, in turn, connect back.

If you're in marketing, customer experience, or simply care about understanding what really makes customers tick in today's politically charged climate, this episode is for you. Forrest's background with the American Customer Satisfaction Index (ACSI), along with his extensive research on brand loyalty and the nuances of political extremism, make him a must-listen expert. He's not just sharing theories—he's revealing data-driven insights you can act on, whether you're a CX leader or a curious consumer.

Here are three essential questions Forrest answers on the show:

• What is the surprising link between political extremism and "super loyalty" to brands, and how does this affect both customers and companies?

• Why do politically extreme customers sometimes become brand evangelists—defending their favorite brands even after service failures or price hikes?

• What practical ethical and strategic lessons should business leaders take away when targeting or retaining highly loyal customer segments in a polarized marketplace?

Don't miss this timely, thought-provoking conversation—listen now and subscribe so you never miss an episode. Find Delighted Customers on Apple Podcasts and Spotify, or wherever you download your favorite podcasts!

Meet Forrest Morgeson

Forrest Morgeson, Ph.D., is an associate professor of marketing at the Eli Broad College of Business at Michigan State University, where he currently serves as the interim chair of the Marketing Department. With broad expertise spanning marketing strategy, customer satisfaction, and management, Forrest has played a pivotal role as co-director of the doctoral program and is deeply involved in shaping the next generation of business leaders at MSU.

He is renowned for his work with the American Customer Satisfaction Index (ACSI), where his research examines how consumers evaluate companies, sectors, and even government services over time. Forrest's latest research breaks new ground by investigating the relationship between political identity and customer loyalty, shedding light on how political extremism can create deeply attached, even "defensive," customers. He is a passionate educator, a prolific researcher, and has been published in leading journals on topics ranging from service satisfaction to the psychological underpinnings of loyalty.

To learn more or connect with Forrest, visit his faculty page at MSU or connect with him on LinkedIn.

Show Notes & References

• American Customer Satisfaction Index (ACSI): theacsi.org

• Oliver's Framework for Loyalty (referenced work on the stages of customer loyalty): See summary on the four stages

• Recent case studies mentioned: Bud Light controversy | Target Pride campaign blowback

• Connect with Forrest Morgeson: Michigan State University Bio | LinkedIn

Catch every episode of Delighted Customers on Apple Podcasts, Spotify, and all major podcast platforms!