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The Voice of the Customer

Creating WOW Moments by Simply Being Human

Shep Hyken interviews Stacy Sherman. They discuss strategies for improving CX throughout every level of an organization.

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Top Takeaways:

  • It’s important to consider and optimize CX across the board, but especially within three key areas: digital channels and e-commerce, sales and the frontline, and especially new product development.
  • Very few companies take the customer experience into consideration when designing new products. Incorporate the customer’s voice throughout that process and give them a seat at the table from the very beginning.
  • Poll the customers and personas to whom you’re marketing and find out their wants and needs. Create your product using that information.
  • Customer service is a key component of the customer experience. Ensure every employee understands their role within the larger customer experience, even if they never interact directly with the customer.
  • Celebrate your customers and the employees who create excellent experiences. Make it a part of your culture. If you choose to celebrate and devote a day or a week to CX (similar to National Customer Service or CX Week), don’t forget that it’s still a year-round effort.
  • Positive change within customer experience and company culture must start from the top. Executives must be fully on board for it to become a part of the culture. They must be role models and champions of the CX initiative.


“Infuse the customer voice within the development of new products. Make sure the customer is at the table right from the beginning.”

“Companies and leaders should think about what they can do to delight customers that has nothing to do with the price tag.”

“Business to business or business to consumer, at the end of the day, it’s human to human. People buy from people.”


Stacy Sherman is the Director of Customer Experience & Employee Engagement at Schindler Elevator Corporation. She designs and implements successful customer-centric programs and other projects for well-known brands. (Please note that all views expressed are Stacy’s and do not reflect the opinions of or imply the endorsement of employers or other organizations.)

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 improve my customer service/experience?
  2. What is the difference between customer service and customer experience?
  3. How can I celebrate my customers?
  4. How can I make customers happy?

What role does the customer experience play within my organization?

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