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The Voice of the Customer

How to Collect Customer Insights to Drive Your Customer Experience

Shep Hyken interviews Simon Glass, CEO of They discuss strategies for collecting customer feedback and how to use those insights to help your business succeed.

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Top Takeaways:

  • Using video can be a great way to connect with your customers and collect their feedback.
  • In order to build a good customer experience, you must get close to the customer by speaking with them more frequently and understanding the path they’re on. Good CX is about connection and relationships.
  • It is possible to use technology such as video to build customer connections globally from the comfort of your own home, which can even prompt customers to be more truthful and go deeper in the feedback they provide.
  • When connecting with customers to gather feedback and insights, make sure to have purposeful conversations with a set agenda. This will help you glean the most useful information.
  • The best insights come from talking directly with your customers, either one-on-one or in a group setting.
  • Brands must be prepared to pivot and adapt to rapidly changing customer demands, desires and priorities. Collecting feedback more rapidly can help position companies to meet new consumer expectations.
  • A good customer service and experience program is more important than ever for all companies in today’s environment. Without one, a company will not succeed.
  • It’s important to collect qualitative data in addition to quantitative data. This will give you insights on top of numbers. Quantitative data gives you the “what” while qualitative data gives you the “why” behind what your customers tell you.
  • You must integrate the voice of the customer into your business. This will drive your company into the future and beyond.
  • io’s moderator guides for driving purposeful conversations can be found on their website.


“Building a good customer experience is about getting closer to the customer, speaking more frequently to the customer and having a finger on the pulse of where the customer is going.”

“Any company without a CX program is fooling themselves. They’re not going to be successful. The closer you get to your customers, the better. That’s a core requirement in today’s marketplace.”

“There’s never been a more important time to truly integrate the voice of the customer into your business and to have that drive where you take the business into the future and beyond.”

“There’s no point in only collecting customer insights every quarter or every six months. We must get closer to our consumers and customers. We must connect more frequently.”


Simon Glass is the Chief Executive Officer of, an enterprise-level smart video platform. He is responsible for overseeing all facets of the business and driving the company’s global development strategy.

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 video to connect with my customers?
  2. How can I collect and use customer feedback?
  3. What should I do with customer feedback and insights?
  4. How can I form deeper connections with my customers?
  5. How can I incorporate the voice of the customer into my business?

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