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The Secret to Success is Good Customer Service

How to Use Customer Service Stories to Teach, Inspire and Reward

Shep Hyken interviews Patricia Fripp, CSP, CPAE, speech coach and customer service expert. They discuss her career history of using amazing customer experiences as a competitive differentiator, plus a few tips on speaking and presenting.

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Top Takeaways:

  • Money should not be your main career goal. You will achieve more success if you instead focus on becoming someone that people want to do business with. In other words, focus on building your soft skills and delivering great customer service. The money will follow.
  • A good customer experience has the potential to be your most powerful marketing tool. The better service you deliver, the more likely your customers are to recommend you to others.
  • Try to make each and every one of your customers feel like they’re the most important person in the room.
  • Recognize the importance of publicity; become a shameless self-promoter. Being good at what you do is one thing, but the world has to know. It’s not so much what you say, but to whom you say it.
  • Customer service and the customer experience is all about how you make the customer feel. The goal should be for them to leave feeling better than they did when they arrived.
  • Figure out the one, simple question you can ask your customers to gauge whether you achieved your goal. It could be something like, “was your problem resolved?” or “would you recommend us?”
  • Your business is only as good as your worst employee. Make sure everyone is in alignment with your company’s culture and customer experience mission.
  • When delivering a message to your staff, speak as an audience advocate. Be specific—specificity builds credibility.


“Don’t concentrate on making a lot of money; rather, concentrate on becoming the type of person people want to do business with.”

“Your business is only as good as your worst employee.”


Patricia Fripp, CSP, CPAE is an award-winning, Hall of Fame keynote speaker and speech coach. She is a former president (and the first female president) of the National Speakers Association and is a member of Speakers Roundtable.

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 use stories to teach, inspire and train good CX?
  2. How does customer service and experience affect sales and marketing?
  3. How can I create the best customer experience?
  4. How important is publicity?
  5. How can I best deliver my message to an audience?

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