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Growing Customer Service Alongside Your Company

Shep Hyken interviews Brian Sprinkle. They discuss his company, Big Ass Fans, and their approach to providing high-quality customer service to support their industry-leading products.

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In Shep’s Opening Monologue…

He compares the profitability of customer acquisition versus customer retention.

The Interview with Brian Sprinkle:

  • It costs 5 to 7 times more (on average) to acquire a new customer than to retain an existing customer. You can grow your business, in part, by creating repeat customers.
  • If you focus on making the customer want to come back next time every time, that will turn into a lifetime of business.
  • The company makes great use of surveys to assess its customer service. Short surveys are sent out after the initial sale, 90 days after the sale, and after a support ticket is closed.
  • There is a Customer Advocate position at Big Ass Fans whose sole job is to be the voice of the customer within the company. They go through and read every survey and communicate with other departments and employees to make changes and reinforce behavior.
  • Companies need to train and support their customer service agents for those agents to provide exceptional service to their customers.


“If you can keep your employees happy, they’re extremely likely to make customers happy.” – Brian Sprinkle

“If you want to have excellent customer service agents who provide excellent support to customers, the first step is providing those agents with excellent support.” – Brian Sprinkle


Brian Sprinkle is the Global Customer Service Manager at Big Ass Fans, the world’s leading manufacturer of high-volume, low-speed fans.

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

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

  1. Is customer retention more profitable than customer acquisition?
  2. What are the key qualities to look for in customer service employees?
  3. How do companies use surveys to improve their customer service?
  4. How can companies increase survey response rate?
  5. What is the number one step to take to ensure customer happiness?



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