How to Operationalize Customer Retention Featuring Ed Howie

Six Essential Realities for Winning Lifelong Customers  Shep interviews Ed Howie, Founder & CEO of Lifelong Customers®. He shares how to keep customers coming back for life by training frontline employees to deliver consistent service and building a simple system focused on retention instead of acquisition.  This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:    What is the difference between customer service and customer retention?  What are the 6 essential realities for winning lifelong customers?  Why is customer retention more important than customer acquisition?  How does employee training impact customer retention and brand reputation?  How can leaders bridge the gap between employee behavior and business goals?  Top Takeaways:    Customer retention results from businesses knowing what customers want, delivering it, and doing it consistently. Customers don’t only want a good experience once. They want confidence that the same quality will show up the next time too.  Hire for empathy, then train for execution. Hire employees who genuinely care about customers and train them on what to say, what to do, and how to reinforce the brand’s standards.  Customers don’t always need points, perks, or an app to keep coming back. Every small detail that makes up an amazing customer experience can create loyalty on its own.  Every customer interaction becomes your brand in that moment. Customers judge the company through the person serving them in that moment.   Ed Howie explains the 6 essential realities for winning lifelong customers:  Customer service doesn't create growth. Customer retention does.   Most companies are competing in the wrong economy.  Clarity creates alignment. Alignment accelerates sales velocity.   Stop chasing strangers and love the customers who love you already.  Loyalty is a feeling. Customer retention is an operating system.   Customer experience is either winning or losing your lifelong customer.  Business owners can discover their strengths and weak spots by taking the free Customer Retention Readiness Report at morelifelongcustomers.com. It will look into whether you truly know what your customers need and how consistently you deliver it.  Plus, Shep and Ed discuss why the most successful brands don't need a traditional loyalty program to keep customers coming back. Tune in!  Quote:   "A true loyalty program can be found in a company's operation. It is in the product selection, the pricing, and the nice qualities that keep customers coming back."     About:    Ed Howie is the Founder & CEO of Lifelong Customers®. He is a customer retention expert, keynote speaker, host of The Wonder of WOOO Podcast, and author of the upcoming book Lifelong Customers®: The Secret to Scaling Profitably.  Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.    Learn more about your ad choices. Visit megaphone.fm/adchoices

How Customer Experience (CX), Not Technology, Should Drive Business Strategy    Shep interviews Clifford Hudson, the former CEO of Sonic and co-author of Bricks and Clicks: How We Drove Sonic Into the Digital Age. He talks about how business leaders must let customer needs and convenience drive their strategy rather than technology.    This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:      How do you build a business strategy around customer experience instead of technology?    How does removing customer friction lead to higher sales and retention?   What is the biggest mistake companies make when implementing new technology?   How does increasing customer convenience drive long-term business value?   Why do customer-centric companies outlast competitors?   Top Takeaways:     Start with the customer experience, not the technology. Begin by understanding what customers need and the experience they want. Then work backward to determine which technologies or processes will improve that experience. Technology should support the strategy, not become the strategy itself.   Use technology to strengthen what makes your brand stand out. Every new initiative, whether it is a new tool or a process, should strengthen the qualities that distinguish your brand.   Successful businesses are the ones who can anticipate their customers' needs. Hudson mentions Wanye Gretzki’s famous line, "skate to where the puck is going." Keep your eyes open for what your customers are doing and what they need. Shifts in customer behavior, even small ones like how they order or how they prefer to pay, are trends you can plan to stay ahead of.    Customers should be the center of every decision that a company makes. View every new action, process, or product through the lens of how it can better serve customers. Companies that put customers first outperform those that don't.   The right technology should make life easier for your customers. Before investing in new technology, always ask: Does this make things easier and more convenient for the customers we serve?   Great ideas matter, but putting them into action is what really makes a difference. A customer-focused strategy creates the direction, and good execution turns it into great customer experience.   Plus, Shep and Cliff discuss more ideas from Bricks and Clicks: How We Drove Sonic Into the Digital Age. Tune in!   Quote:     "Don't think about technology. Think about your customer and their experience and go from there."   About:      Clifford Hudson, co-author of Bricks and Clicks and former CEO of Sonic Corp. for 23 years. He helps organizations drive value through customer-centric innovation.    Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Why Customer Experience Isn’t a Department, It’s a Company-Wide Strategy Shep interviews Keith Farley, Chief Customer Officer for Aflac, Inc. He talks about delivering best-in-class customer experience by hiring for empathy, leveraging technology, and embracing authentic customer service as a strategy. This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   How do you build a culture where every employee takes ownership of customer service? When should a company use AI automation versus a live human customer support agent? Will AI eliminate customer service jobs? How does hiring for empathy impact customer experience? Can empathy be scaled across a large customer service organization? Top Takeaways:   Customer service is everybody's job. When you wear the company logo or interact with a customer, you represent the entire brand. When an employee is in front of a customer, they might be the only interaction the customer ever has. That interaction might be the only basis that the customer has to form an impression of the entire company.  The A in AI stands for “artificial”. In times of need, customers need another A, which stands for “authentic”. While digital options make processes convenient for both customers and agents, make sure a human-to-human service is available, especially in emotional or sensitive situations. Great customer experiences start with hiring for empathy. It is hard to train someone to be nice and empathetic when it doesn't come naturally. Empathy can’t be faked, and customers notice when it’s real. For companies without a physical product, the experience is the product. The value comes from how fast responses are, how convenient the processes are, and how supported customers feel. Some customer concerns are so challenging and require a high level of empathy that they might require specialized support. Creating a dedicated team for these calls gives customers people trained to handle that moment with empathy and clarity. Plus, Shep and Keith discuss why business leaders should call their customer support number from time to time. Tune in! Quote:   "When you're wearing your brand and representing the brand, you are the brand." About:   Keith Farley is the Chief Customer Officer for Aflac, Inc. He leads a team of more than 2,000 employees and is focused on making customer experience a company-wide strategy.  Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio⁠. Learn more about your ad choices. Visit megaphone.fm/adchoices

Creating the Emotional Resonance that Connects Customers and Brands Shep interviews Bob Rogers, a former Disney employee, founder of BRC Imagination Arts and author of DEEP STORY™. He talks about how businesses can build lasting customer relationships by starting with the heart, using storytelling to create emotional connections, and transforming customers’ identities through memorable experiences.    This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:    How does the Deep Story framework drive customer transformation? How can businesses change a customer's identity through brand experiences?  What is the role of emotional resonance in customer service?  How can companies turn brand engagement into measurable customer action?  How can companies identify the emotional connection between their brand and their customers?  Top Takeaways:    A customer should leave changed in some meaningful way after interacting with your brand. The biggest question isn't what you are selling, but the difference you want to make in your customers.   A purchase becomes more meaningful when it changes how customers see themselves. For example, customers entering a magic shop should have an experience that makes them feel like they can try the magic tricks themselves. Beyond the purchase, a stronger connection forms when customers can see what they can become through it.  Great experiences trigger action. Beyond attracting and impressing customers, a great experience should guide them toward an action (like a purchase, a download, or a subscription) that matters to your business.   Start with the end in mind because when the outcome is clear, every tool and strategy becomes more intentional. Start with what you are trying to do and what you want your customers to feel.   Lasting customer relationships are not built on features and products alone. They are created when a brand connects with something that they care about. Clever advertising may get customers to buy, but an emotional connection brings them back.   Go deep into your audience and, at the same time, into your subject, brand, or product. Look for the positive emotional trigger that exists in both. That emotional resonance connects the heart of your audience to the heart of your brand.  Plus, Shep and Bob talk about Deep Story and how it can transform customers and businesses. Tune in!  Quote:   "Your objective is not just to sell the idea. It's to create a slight change in the customer that causes them to identify with your product or your brand."     About:    Bob Rogers is the founder of BRC Imagination Arts and a former Disneyland Magic Shop magician who was fired from Disney three times and rehired each time. He is the author of DEEP STORY™: A Complete Guide to Creating Transformational Visitor Experiences.  Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.    Learn more about your ad choices. Visit megaphone.fm/adchoices

How to Improve Performance with Gamification and Feedback Shep interviews Jimmy Chebat, founder and CEO of ZIZO Technologies. He talks about how employee engagement and retention can be intentionally designed and improved through positive feedback, gamification, and purposeful organizational design.  This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   How does employee experience directly impact customer experience?  How can leaders intentionally design a workplace for higher retention?  What is the difference between corrective feedback and recognition-based feedback?  How does gamification improve employee engagement and workplace productivity?  How do you build feedback and recognition into workplace infrastructure?  Top Takeaways:    Employee experience directly influences how customers perceive and interact with a company. If employees feel valued, engaged, and recognized, that positive environment shows up in customer interactions.   High attrition is a design problem, not a people problem. It is a symptom of an organization that fails to support and motivate its employees.  Because of technology, the friction that made it difficult for employees to switch companies, like location limits and time-consuming application processes, have largely disappeared. Organizations must not only work harder but also be more intentional about designing a work experience that retains top talent.  Feedback and recognition are not just perks. They should be built into the workplace experience, so employees know their contributions matter and feel motivated to keep excelling. Employees thrive when they receive regular, positive feedback for good performance, not just corrective feedback for mistakes.  Human behavior is universal, therefore,  can be predictable. Successful companies leverage the science behind that, along with gamification, to make work more interactive, rewarding, and effective.  Leaders can intentionally design work environments that create the right behaviors, motivation, and employee satisfaction, creating an employee experience where people want to stay and do their best.  Purpose makes the job meaningful. While a paycheck matters, today's employees want a sense of purpose and belonging. When leaders ignore these needs, employees feel unmotivated and disconnected.   Plus, Shep and Jimmy share more insights from his new book, The Engagement Architecture, on why teams underperform and how leaders can design an environment that changes that. Tune in!  Quote:   "Workplaces that are mundane, repetitive, and have high attrition need to architect a system that is engaging, rewarding, and provides recognition. This is what drives performance, productivity, and retention."  About:    Jimmy Chebat is the founder and CEO of ZIZO Technologies. With over twenty years in frontline operations, his book The Engagement Architecture guides leaders on designing environments that improve team performance.  Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.    Learn more about your ad choices. Visit megaphone.fm/adchoices

How AI and Behavioral Science Are Transforming Customer Experience    Shep interviews Roger Dooley, keynote speaker and author of The Persuasion Engine. He talks about how AI and neuromarketing tools help businesses predict consumer behavior, measure emotional reactions, and avoid costly customer experience mistakes.     This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:     How can businesses use AI to predict customer behavior accurately?   How can companies use AI and behavioral science to eliminate customer friction?     In what ways can companies use behavioral science to improve customer loyalty?   How do customer expectations directly shape customer experience?   How can predictive AI prevent negative customer reactions during policy or product changes?    Top Takeaways:      AI in customer service has moved beyond automation and support. Today, successful companies use AI to understand customer behavior. By tracking engagement like website clicks or scrolling patterns, companies can determine what customers like and dislike.    Technology such as eye-tracking, biometric sensors, and AI-powered simulators, at one time available only to a limited number of companies due to cost, is now more accessible to businesses of any size.     Customer experience and marketing are deeply connected. Understanding and predicting customer desires isn’t just a marketing strategy. It is an important part of delivering a frictionless, positive experience.    Customer expectations strongly influence how they perceive the experience. For example, when the average customer is told that a bottle of wine is expensive, they tend to enjoy it more. This is seen in their feedback and even in their brain activity.    Small details can have a big impact when it comes to connecting with your customers. When companies remove small perks their customers are used to, the change might put off some loyal customers. Don't underestimate how small gestures can build long-term emotional loyalty.     Plus, Shep and Roger talk about insights from The Persuasion Engine. Tune in!    Quote:     "AI is better than most humans at predicting how people will react emotionally to any communication. Whether you change your loyalty program or alter your customer experience in some way, AI can predict and even prevent negative blowback."        About:      Roger Dooley is an author, speaker, and McCombs Business School lecturer known for bestselling books like Brainfluence and Friction. His newest book, The Persuasion Engine, discusses how AI democratizes powerful marketing tools for organizations of any size.    Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.    Learn more about your ad choices. Visit megaphone.fm/adchoices

How Consistent Values Drive Unforgettable Service   Shep interviews Cheryl Christensen, Sr. Vice President of Operations at Gathering Place. She talks about her journey from frontline roles to leadership at Disney and the impact of culture, service, and growth opportunities.    This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:     What is the best way to handle customer outreach after a bad experience?   What three job responsibilities should every employee in a service company share?   How does servant leadership boost employee engagement and retention?   How can companies turn customer complaints into operational improvement?   What is the best way to handle customer outreach after a bad experience?    Top Takeaways:      Every job, even the simplest ones like bussing tables or cleaning up, can help build leadership skills. Every workplace is a place to grow. When employees are given opportunities to contribute, develop new skills, and take on challenges, a temporary job can become the beginning of a bigger career.    Every employee should be empowered to do the job they were hired to do, take care of the guests or the customers, and pay attention to what needs to be done around them.    Great experiences are not the responsibility of one department. When employees consistently take ownership beyond their immediate tasks, service becomes part of the culture rather than something confined to the customer support department.    A complaint is an opportunity to improve the experience. Responding directly, acknowledging the customer's frustration, explaining what happened, and finding a way to repair the relationship, like inviting them back, can turn a negative experience into a positive one.    The most valuable feedback does not have to come from a formal survey. Sometimes, it comes from employees who work with customers every day and see what delights or frustrates them. Collecting this feedback can help create insights that turn into actions that can improve customer experience.    Leaders who notice employees' talents and give them new challenges help create a place where people want to stay. Because growth is one of the most important things that keeps employees motivated, leaders need to provide an environment where employees feel they can learn new skills and will be rewarded for their effort.    Plus, Shep and Cheryl share customer service stories from her 37-year career journey at Disney and her current role at Gathering Place. Tune in!    Quote:     "Get hooked on your organization's magic. When your skills are recognized, and you're placed in roles where you can truly contribute, it creates meaning for you and the company. Always look for new ways to contribute and go beyond your basic role."     About:     Cheryl Christensen is the Sr. Vice President of Operations at Gathering Place. She had a 37-year career with the Disneyland Resort, where she held leadership positions in Operations and Human Resources.    Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.    Learn more about your ad choices. Visit megaphone.fm/adchoices

How Values Drive Company Culture and Customer Satisfaction    Shep interviews Paul Ingram, Kravis Professor of Business at Columbia Business School and author of What Do You Really Stand For?. He discusses how aligned organizational values create a stronger company culture, improves employee retention, and ultimately enhances the customer experience.    This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:      How does aligning corporate values with personal values improve customer experience?  Why is value alignment critical for increasing employee retention and engagement?   How do a company’s core values influence customer buying decisions and brand loyalty?   What role do leaders play in modeling and sustaining an authentic company culture?   How does hiring for shared values impact culture and workplace satisfaction?   Top Takeaways:      Companies whose values are aligned with leadership, employees, and customers create a smoother, stronger connection.     An organization's culture reflects the values of the employees who make it up. When employees work in an environment that shares the same values that they have, they are more motivated and collaborative. The organization becomes a "destination employment," where they are excited to show up every day and are happy to stay long-term.   For company values to be authentic and effective, leaders must personally demonstrate and model them. Their voice is much more amplified as employees look up to them. If there’s a disconnect between what is articulated at the top and leadership's actions, employees become disengaged, and it shows in how they interact with customers.    Customers are more likely to buy from brands that embody values similar to their own. When a company authentically represents what matters to its customers, it influences their purchasing decisions and long-term support.    Research shows that employees deeply aligned with company values require a 40% salary increase to leave their jobs. Hiring for values rather than just skill nurtures a culture where people want to stay and contribute.    Culture is a collective product of everyone’s values and beliefs. While you can guide culture and select people who share your principles, authentic values cannot be forced onto employees.   By encouraging people to share what makes them distinct, companies create a culture where employees feel seen, fulfilled, and invested in the team's success.    Keeping reminders of personal values accessible, whether it is written in a notecard or printed on a mug, can help you ground your actions and weigh your decisions against what truly matters to you.    Plus, Shep and Paul discuss the importance of shared values in different industries like music and sports. Tune in!    Quote:     "Any two entities interact more smoothly and more productively if their values are aligned."    About:      Paul Ingram is the Kravis Professor of Business at Columbia Business School and the author of What Do You Really Stand For?  a book focused on helping individuals and organizations identify and align their core values.    Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Leveraging AI Efficiency and Human Insight  Shep interviews Filip Jaskólski, Chief Product Officer at Text. He talks about how customer service, empowered by AI and human collaboration, can shift from being a cost center to a revenue generator for businesses.  This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:    How can customer service move from a cost center to a revenue generator?    What is the ideal balance between AI automation and human agents in customer support?    How can companies use AI to boost upselling and product recommendations?    Why should businesses transition from reactive to proactive customer service?    What metrics actually matter when evaluating AI in customer support?   Top Takeaways:    Customer service has evolved beyond being a support center. When done strategically, it can be an important contributor to customer retention and revenue.      Every interaction with customers is an opportunity to gain valuable information about what they want or need. Aside from answering questions and solving problems, successful companies use these customer signals to improve their products and services.     By analyzing and interpreting not just the words that customers use but also the intent and context behind interactions, AI becomes an essential tool for providing personalized recommendations.     The potential for upselling and cross-selling exists in every customer conversation, not just in face-to-face interactions. Automated systems are now sophisticated enough to identify when recommendations are relevant and welcome, turning customer support channels into points of sale.     The goal is not to fully automate contact centers. Instead, successful businesses strive for a balance between AI and human strengths. For example, AI can sort through large numbers of inventory to suggest products that match the customer's needs. At the same time, human agents are capable of empathy and judgment that are essential in building a lasting connection with customers.     Revenue, satisfaction, and loyalty are the biggest indicators of success in using AI to enhance customer and employee experience. Often, companies get stuck measuring how many customers interact with AI, or how fast problems are resolved while missing out on real opportunities for growth.     Plus, Shep and Filip discuss why businesses should be proactive rather than reactive when interacting with customers. Tune in!  Quote:   "With the technology that we have today, AI can help us go deeper in our relationship with customers. We can analyze so much data and context to match what our customers need to what we can offer."      About:    Filip Jaskólski is the Chief Product Officer at Text. He drives product strategy and development with a focus on practical, scalable AI-powered customer experience solutions.  Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.    Learn more about your ad choices. Visit megaphone.fm/adchoices

Balancing Productivity and Customer Satisfaction with Automation  Shep interviews Jeff Fettes, founder and CEO of Laivly. He talks about how organizations can integrate AI across the entire customer service journey to empower agents and advance business goals rather than relying on vanity metrics.  This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:    How do you measure true ROI on AI in customer service?   What customer service metrics should companies track to evaluate AI success?   Why do most customer service AI implementations fail?   How can contact centers integrate AI across the entire customer journey?   Should AI in customer support be used to replace human employees or assist them?  Top Takeaways:    Use AI in customer service because it is beneficial, not just because it is new. AI should be implemented when it makes processes genuinely easier or better for customers. It is about evaluating what your customers, employees, and organization need and then using AI to deliver that.  Limiting AI to the beginning of your interaction adds unnecessary cost and frustration, especially if the customer still needs to speak to a human later. For better impact, integrate AI into every stage of the customer service journey where appropriate.  When customers move from AI to human agents, history and the details of the interaction should be transferred seamlessly. This way, agents do not need to ask questions that force customers to repeat themselves.  The goal of AI should not be to replace staff but to support them. It should enhance the capabilities of your existing team and help them to reach your organization's unique goals.  Many leaders claim their AI projects are successful even when they're over budget or delayed. A study by Laivly found that 65% of leaders called their most recent AI initiative successful even though, in reality, 43% of AI projects are delayed or stalled, and 53% went over budget.  Don't measure AI by the percentage of customers it touches or deflects. Focus on how it improves productivity and customer satisfaction metrics that you have set within your organization. AI is only successful when it delivers results that are important for your business and improvements that are meaningful to your customers.  Plus, Shep and Jeff discuss more stats and insights from The AI Paradox: Everyone Thinks They’re Winning. Tune in!  Quote:   "Customers only want to participate in AI if it's going to be good for them, if it's going to be easier for them, if it's going to make their lives better, and if they like it."    About:    Jeff Fettes is the founder and CEO of Laivly, a platform that addresses customer experience challenges by integrating artificial intelligence, machine learning, and automation into customer service workflows.  Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.    Learn more about your ad choices. Visit megaphone.fm/adchoices