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A Customer Experience They Can’t Refuse

Changing the World One Customer Experience at a Time

Shep Hyken interviews Steven Van Belleghem, an expert in customer experience in a digital world. They discuss his latest book, The Offer You Can’t Refuse, and the four factors that go into amazing customer service.

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Top Takeaways:

  • The year 2020 has thrown us into the future technologically. This creates many new opportunities for companies to make their customers happy and make their lives easier.
  • Customers increasingly expect companies to take a stance on social issues. Remaining silent is no longer an option. Companies must have a point of view, share it with the world, take action and be transparent about the journey.
  • Companies don’t need to change the whole world to make a positive impact; they just need to change their Find your company’s strengths and leverage them to tackle concrete challenges in society that matter to you.
  • As a bare minimum, you must offer a good product for a good price and with good customer service. In the past, this was all it took to make customers happy. Today, they expect more.
  • To be truly successful, companies must know how to create convenience for their customers, especially digital convenience.
  • A good, working digital interface is a necessity. It must help customers save either time, money or energy (or, ideally, all three)—the resources that no one ever has enough of.
  • Look beyond your product and think about the human being that is your customer. Become a partner in their life by asking how you, as an organization, can add value to their life. This is the future of customer experience.
  • Identify the tradeoff your customers must make when they buy from you or any company in your industry. What can you do to reduce or even eliminate it? Develop a process and make it part of your mission statement and brand identity.


“Companies don’t have to change the world. They just have to change their world. Look at the strengths of your organization and see how you can leverage them to solve the concrete challenges in society. This is your responsibility as a business owner.”

“If you have a good digital interface, people think it’s the most natural thing in the world. The further we go into the future, the more that good, working digital interfaces will become as normal as breathing and as having access to electricity.”

“Become a partner in life to your customer. Think beyond the product and about the human behind the customer. Understand the life movie your customer has playing in their head. How can you add value to that movie?”


Steven Van Belleghem is a co-founder and board member of nexxworks. He is an entrepreneur, an international keynote speaker and the bestselling author of four books. His latest book, The Offer You Can’t Refuse, comes out on October 28, 2020.

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 have customers’ expectations of companies changed?
  2. How can companies create convenience for their customers?
  3. What is digital convenience and how can I create a good digital interface?
  4. How can companies make a difference in the world?
  5. What is the future of customer service and experience?

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