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The Customer Experience Revolution

How to Fish the “Big Data Lake” for Customer Experience Insights

Shep Hyken interviews Claire Sporton. They discuss the importance of investing in the customer experience and how CX professionals can communicate that need with leadership and executives.

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Top Takeaways:

  • It isn’t enough to simply gather data. Data collection without action is a waste of time. You must use those insights to drive positive change within your organization.
  • Learn how to “fish the big data lake” so you can pull out useful pieces of information about your organization, its processes, and the customer experience. It is crucial to be able to determine what is important and what is not.
  • Customers want and expect a personalized experience. Microdata is specific to an individual person and can help you deliver the personalized experience that customers want.
  • Consumers want to do business with organizations they trust. Trust is about setting expectations and delivering on those expectations. The first step in any customer relationship should be about building that trust.
  • Confirmit’s recent report indicates that a very small number of businesses expect their investment in CX to increase in 2020. This is in spite of the fact that improving CX can lead to more success for businesses overall.
  • Instead of thinking about ROI, instead, think of ROX—return on experience. You must be able to demonstrate this in tangible terms relating to company goals that executives can immediately connect to.
  • Improving your NPS rating alone will not necessarily lead to an increase in sales. You must examine the operational side of your business and either eliminate or mitigate problems that get in the way of improvement.
  • Technology can be a powerful tool in creating change, but it is not a solution by itself. There must always be a human element to assist, support, and create a connection.


“Our expectation as consumers is that the organizations we work with know us and know what we want.”

“Consumers want to do business with organizations that they trust. Trust is about setting expectations. Tell people what you’re going to do and then deliver exactly as expected. Build trust by meeting expectations day in and day out across all touchpoints.”

“You must demonstrate the ROI of customer experience. It’s not good enough to just say that this is the right thing to do. You must have the business acumen to speak in terms of your organization’s leadership understands.”

“As customer experience and customer service practitioners, we must align with the overall business strategy. Help leadership understand how we can help them hit those targets.”


Claire Sporton is the Senior Vice President of Customer Experience Innovation at Confirmit, a leading SaaS vendor for multi-channel customer experience, employee engagement and market research solutions.

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. How can I convince leadership to invest in customer experience?
  2. How does customer experience affect ROI?
  3. Why should I invest in customer experience?
  4. How can I improve my customer service and experience?
  5. How can I get useful insights from big data?

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