Amazing Business Radio

How Unconscious Experiences Shape Customer Loyalty 

Shep interviews Lou Carbone, Founder and CEO (Chief Experience Officer) of Experience Engineering®, Inc. He talks about how emotionally resonant experiences create customer loyalty and distinctive brand value. 

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

How does emotional impact influence customer loyalty? 

Why is distinctive value vital for exceptional customer service? 

What effects do sensory details have on memorable experiences? 

How can integrating technology improve customer experiences? 

How can businesses engineer repeat customer experiences? 

Top Takeaways:   

The power of a great experience is that the magic doesn't end when the moment does. The emotional imprint that a great experience creates is what keeps customers coming back. It can influence the way customers feel about a brand even years later.  

Magic lies in the details. Purposeful, repetitive clues create emotional resonance that emotionally bonds customers to a brand. Carefully embedded signals are like "pixie dust" (think Disney) that trigger unconscious perceptions, shape how people value a brand, and build a strong brand ethos that customers want to be part of. 

Distinctive value means being irreplaceable. It is when a company delivers experiences that are so emotionally resonant that customers cannot imagine living without them. It goes beyond simply solving problems or meeting expectations. Some organizations create deep, memorable connections that feel essential to customers’ lives. 

Trust grows when experiences are predictable and consistent. When customers know what to expect and consistently get it, they feel safe and comfortable with a brand. Consistency should be embedded into every part of a customer’s journey. 

Many organizations approach customer experience by reacting to problems instead of proactively engineering experiences that deliver emotionally impactful value. Companies that stand out are those that design experiences with intention. 

Plus, Lou shares insights from Disney and his book, Clued In: How to Keep Customers Coming Back Again and Again. Tune in!

Quote:  

"The currency of experiences is memories which are unconscious and are imprinted emotionally." 

About:   

Lou Carbone is the Founder and Chief Experience Officer of Experience Engineering®, Inc., recognized globally as a pioneer and leading innovator in experience management since the late 1980s. He is a best-selling author of Clued In – How to Keep Customers Coming Back Again and Again. 

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 Future-Focused Customer Interactions 

Shep interviews Zee Hussain, Head of Global Enterprise Solutions at AT&T Business. He talks about how businesses can elevate customer experiences by anticipating future needs, leveraging industry expertise, and becoming their trusted partner. 

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

What does it mean to be a trusted advisor rather than just a vendor in customer relationships? 

How can companies anticipate customer needs before customers are even aware of them? 

How can innovations be adapted from one industry to another? 

What are effective ways to build trust with their customers? 

How does technology make customer service more efficient? 

Top Takeaways:   

Trust and credibility are built by consistently delivering on the basic services and support that customers expect from you. When you do a good job of delivering on your brand's promises to customers, it opens the door to future partnerships with them. 

Understand your customers' opportunities and challenges. Go beyond surface-level information. Listen to them and spend time on the front lines to gain insight into their pain points and goals, so you can tailor your solutions to what matters most to them. 

A trusted partner doesn't just wait for customers to define what they need. They draw on their own experiences and industry insights to identify potential challenges and opportunities their customers will face in the future.  

Great ideas can come from outside your industry. When facing a challenge, ask yourself, How have I solved a similar problem in a different industry, and how can I apply that perspective here? 

A growth mindset is having an attitude of consistent learning and curiosity. It's about striving to add value to each interaction with both customers and employees. 

Plus, Shep and Zee discuss the impact of companies co-creating ideas and solutions with their customers. Tune in! 

Quote:  

"If we want to be a trusted advisor for our customers, we need to sit with them side by side and talk about what their desired business outcomes for the future look like and how we can help deliver them."  

 

About:   

Zee Hussain is the Head of Global Enterprise Solutions at AT&T Business. He oversees teams that deliver advanced connectivity and technology solutions to major enterprise clients 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. 

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Building Customer Loyalty Through Experience and Community 

Shep interviews Sujay Saha, founder and CEO of Cortico-X. He talks about how aligning customer experience with pricing and expectations drives value. 

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

What is return on experience (ROX) and how can businesses measure it? 

How can businesses match customer expectations to pricing? 

How does blending creativity and data improve customer service strategies? 

What steps can companies take to minimize friction in the customer journey? 

How does building customer communities foster brand loyalty? 

Top Takeaways:   

The higher the price, the higher the expectation. However, this does not automatically mean more products or more features. To create amazing experiences that provide value, brands need to understand what truly matters to their customers.  

Every customer looks for a specific kind of value, whether it is convenience, quality, community, or something else. Understand the value that your customers are looking for and design your experiences to meet (or even exceed) these expectations. 

Memorable experiences are not always expensive. They are often simple, timely, or personal. Offering a free car cleaning service at an auto repair shop or designing a seamless airline boarding system can add extra value to customer interactions. 

Customers love connecting with others who share their experience. By cultivating communities, brands can provide memorable, shareable experiences that create loyalty and a sense of belongingness. 

Customers don't just compare you to similar businesses. They compare you to the best experiences they have ever had, regardless of industry, product, or price point. The real competition is every amazing experience. 

The return on experience (ROX) should be both actionable and accountable. Leaders must examine the root drivers behind customer experiences and use them as a guide on where to direct their investments. Then measure these investments to see whether they translate into the desired outcomes, such as increased loyalty or brand advocacy. 

Plus, Shep and Sujay share real-world examples of organizations that are reaping the returns of delivering exceptional customer experience. Tune in! 

Quote:  

"Don’t just consider the cost of experiences, but also think about how much loyalty you can create (with that investment), which can turn into future sales." 

About:   

Sujay Saha is the Founder and CEO of Cortico-X, known for advancing experience-led strategies and pioneering ROX (Return on Experience) for Fortune 500 companies. 

 

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 a Unified Communication System Empowers Employees and Delights Customers 

Shep interviews Damon Covey, General Manager of Unified Communications and Collaboration at GoTo. He talks about the importance of tailored, unified communication systems that reduce friction for both employees and customers. 

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

What advantages do unified communications bring to customer service? 

How does integrating multiple channels enhance customer experience? 

Why is minimizing friction important for trust and loyalty in service? 

What are the disadvantages of generic versus tailored communication tools? 

How can automation and AI improve customer support interactions? 

Top Takeaways:   

The "swiveling chair" problem hurts both customers and employees. Integrating all communication channels into a unified system prevents employees from constantly switching between programs, improving their workflow and eliminating unnecessary friction for customers.  

Employees can't provide amazing customer service if they are using slow, broken, or outdated systems. Most of the time, customers are frustrated not because of the person helping them but because of the tools that make solving the problem more complicated. 

Fragmented experiences erode customer trust. Whenever a customer has to repeat themselves or start over every time they switch between modes of communication (chatbot, email, phone, etc.), trust drops. Unified systems provide smooth experiences where the next agent knows what happened before and the best tools to help the customer are within easy reach. 

Follow the journey that your customers prefer. Businesses need to adapt their communication channels and technology based on what their customers actually want to use. Meet the customers where they are, whether through traditional phone calls, emails, or digital messaging. 

Plus, Shep and Damon discuss generational preferences in communication and how unifying these options can improve the customer experience. Tune in! 

Quote:  

"If you're building everything for everyone, you're special for no one." 

About:   

Damon Covey is the General Manager of Unified Communications and Collaboration (UCC) at GoTo. Before joining GoTo in 2021,  he served as Vice President of Product Management at Cox Automotive and spent 14 years in leadership roles at cybersecurity company Symantec. 

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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Listening, Learning, and Problem-Solving with Empathy 

Shep interviews Rob Jolles, keynote speaker, five-time bestselling author, and host of The Presentation Whisperer Show. He talks about the importance of authentic communication, empathy, and intent in delivering exceptional customer experiences. 

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

What is the role of frontline employees in shaping a company’s customer experience? 

How can handling customer complaints effectively lead to customer loyalty? 

What steps should customer service teams follow when responding to complaints? 

How does authentic communication strengthen customer trust? 

How does empathy impact the outcome of customer service interactions? 

Top Takeaways:   

Everybody who interacts with customers, regardless of the job title, is in sales. Every conversation, whether answering a question or dealing with an issue, is an opportunity to sell the brand and what it represents. 

Saying "sorry" reflexively when a customer calls about a problem can feel empty. Instead, focus on listening to the customer and gathering more information. Customers want to be heard and understood more than they want an apology. They are also more likely to work with you to solve the issue once they feel listened to. 

Empathy is not just about saying nice things. It is about putting yourself  in the customer's shoes and having a genuine desire to help. For example, ask yourself, “How would I feel if that happened to me? 

Hire for attitude and empathy, not just skills. Some people genuinely like interacting with people and problem-solving. An amazing customer experience starts with hiring the right people for the job, then empowering them with the right tools and training.  

Communicating with customers is more than just the words you say. The tone, energy, and authenticity in your voice make a huge difference in how customers respond. They notice if you’re bored or happy to help. Make sure your words, tone, and actions align with the brand that you represent. 

Plus, Shep and Rob discuss more insights from Why People Don't Believe You…: Building Credibility from the Inside Out. Tune in! 

Quote:  

"When something goes wrong, customers don't call just to hear the word 'sorry." They want you to understand why they are frustrated. They want you to first listen and understand." 

About:   

Rob Jolles is a renowned speaker, five-time bestselling author, and host of The Presentation Whisperer Show. His books, featured in USA Today and Harvard Business Review, have been translated into more than a dozen languages. 

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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