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Tools of Amazing Customer Experience

How Big and Small Businesses Can Improve CX

Shep Hyken interviews Ramon Ray, founder of Smart Hustle Media. They discuss various strategies and tools that businesses large and small can use to create amazing customer service and experience.

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Top Takeaways:

  • Big companies often have more resources and can implement disciplined strategies, whereas small companies are nimbler and are often able to react and make necessary changes more quickly.
  • The difference between customer service and customer experience: Customer service is more immediate, often involves a human-to-human interaction and usually is a response to a problem or question. Customer experience is more overarching and can include product packaging.
  • A good customer experience can help you better market your business and build your personal brand.
  • Don’t underestimate the small, seemingly simple tools like business cards and email. Small details mean everything and can make or break your business.
  • Be aware of how the customer service and experience of your business looks from the outside. It can prevent customers from wanting to do business with you in the first place. In other words, it could be the bad customer experience you never hear about!
  • When sending an email, there are three things you must get right: a great signature line, a great subject line and a timely response. This is part of your customer experience.
  • Self-service options are great to have in place. This can range from a FAQ page to video tutorials on YouTube.
  • Don’t be afraid to invest financially in your business. Pay for the tools you need. This will create a better experience for everyone.
  • Above all, be genuine when interacting with people. That’s the key to an amazing customer service and experience.


“Better marketing and building your personal brand starts, many times, with the right customer experience.”

“There’s very little excuse to screw up customer service if the right tools are in place.”

“Be genuine. You have to really love people. It starts with that. It’s hard to fake a smile. If you enjoy people, you’ll be fine.”


Ramon Ray is a best-selling author, global speaker, event producer and entrepreneur. He is the founder and producer of Smart Hustle Media, and has started four companies and sold two companies.

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 customer service and customer experience?
  2. What are some tools I can use to improve my customer service?
  3. How does customer service differ between big and small companies?
  4. How can I send an effective email?
  5. What’s the secret to good customer service?

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