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The Right Way to Measure Amazing Customer Service

How to Create an Empathetic, Omnichannel Service Experience

Shep Hyken interviews Jerry Campbell, Head of Customer Experience and Social Engagement at 7-Eleven. They discuss how to improve customer service in a rapidly changing digital world by focusing on human connection, diversity and inclusion.

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Top Takeaways:

  • An omnichannel customer service experience is about being able to meet customers at any channel they choose and create a seamless experience for the customer between different channels.
  • The difference between omnichannel and multichannel is having all channels work together rather than simply having more than one channel available.
  • The transition between a chatbot or any AI technology should be seamless and invisible—the customer should not be able to tell when they’re talking to a bot versus an employee.
  • Many call centers focus on antiquated metrics that don’t ultimately best serve the customer. Focusing on resolving the customer’s issue the first time they call in (“first call resolution”) rather than reducing the average handle time can prove more cost-effective down the line.
  • More than anything, support center agents must be empathetic to the needs of the customer. Work from a place of wanting to solve the customer’s problem instead of meeting a financial metric.
  • Diversity, equality and inclusion (DEI) play a huge role both in support centers and in the overall customer experience. Not being able to connect with customers is a pain point. Call centers must be as diverse and inclusive as the customer base they serve.
  • Companies should create more self-service options for their customers, especially for common problems. Simply put, customers want this!
  • AI will never fully replace the human support agent. A bot will only get you so far before a human has to interject. A better solution is to integrate tech with your human employees to provide a better customer experience.


“Language barriers, gender barriers, anything that causes you not to be able to connect with a customer is a pain point. We must connect personally and with empathy to a wide range of customers.”

“Your call center is the front line for your company. If your call center is not diverse and inclusive, then you can’t meet the diverse culture of your customers.”

“How do you make something simple? You start with your process. If you don’t have your processes in place, it doesn’t matter how much technology you get. Tech without process just creates an automated mess.”


Jerry Campbell is the Head of Customer Experience (CX) and Social Engagement at 7-Eleven, where he leads a team that delivers “world class” customer service and experience through an omnichannel approach.

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. What is the difference between omnichannel and multichannel?
  2. How important is diversity, equality and inclusion (DEI) in support centers and customer experience?
  3. Will AI or chatbots replace human customer support agents?
  4. How can I improve my customer service and experience?
  5. How can I balance technology and AI with empathy and the human touch?

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