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How to Turn Customer Feedback Into Gold

Shep Hyken sits down with Sean McDade. They discussed how to create a consistent customer experience, why you should listen to your customers (and what to do with what they tell you), and how you can create a customer-centric organization.

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Top Takeaways:

  • Sean defines being customer-centric as, “Consistently listening to customers and empowering your organization to take what customers are saying and do something about it.”
  • Simply listening to your customers isn’t enough. You have to align your organization to enable people to take action towards putting the customer at the center of your company.
  • Great companies who get great ROI out of listening to customers follow up on every bad customer experience. They find out what went wrong and they make it right with that customer. Then they fix the common reasons that caused those bad experiences so that they might not happen again.
  • The customer experience is everything the customer experiences with your company. This includes people, employees, products/services, and websites. A good customer experience has consistency across all touchpoints that a customer has with an organization.
  • If a customer has a positive experience with your organization, ask them who provided that good experience and what they did. This will allow you to recognize good people within your organization and duplicate their positive actions.


“If you want a consistent experience across all touchpoints you must ask for feedback at each touchpoint.” – Sean McDade

“The fundamental way to be customer-centric is to listen to customers consistently. Then use that feedback to do incredible things within the organization.” – Sean McDade

“Being customer-centric means consistently listening to customers and empowering your organization to take what customers are saying and do something about it.” – Sean McDade

“The experience has to be consistent for it to be exceptional.” – Sean McDade

“Listening to customers is a huge competitive advantage, especially if done systematically and professionally.” – Sean McDade


Sean McDade Ph.D. is the CEO and founder of PeopleMetrics. For over 20 years, he’s helped companies get closer to their customers by systematically listening and improving the experience. He wrote the book Listen Or Die: 40 Lessons That Turn Customer Feedback Into Gold.

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. Why does consistency matter in the customer experience?
  2. How can you listen to your customers?
  3. Who is responsible for listening to customers?
  4. What’s the difference between customer service and customer experience?
  5. How can your organization become customer-centric?

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