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The Experience Maker

Creating Consistent Exceptional Customer Experiences

Shep Hyken interviews Dan Gingiss, an international keynote speaker, coach, and author of The Experience Maker. They discuss how to create experiences that customers want to talk about.

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Top Takeaways:

  • An Experience Maker is that person in an organization that wears the customer hat at all times. They think through every business problem from a customer’s perspective.
  • Each person in the company should be an Experience Maker. Even those working in the back office without direct customer interaction should always have the customer in mind.
  • All marketers want the elusive goal of word-of-mouth marketing. It’s not about the next marketing campaign or splashy video. It is creating consistent, exceptional experiences that get customers to talk about your brand.
  • WISER is a framework that companies can use to create experiences that people want to talk about. It means:
    • Witty – This is not necessarily about humor or being funny. Being witty as a brand is about being clever, using language to your advantage, and refusing to be boring.
    • Immersive – Create consistent experiences that people connect with emotionally.
    • Shareable – Give people a subtle nudge to share their customer experiences with others. The more brands tell people to share about them on social media, the less likely they are to do it.
    • Extraordinary – Be just a little bit better than everyone else.
    • Responsive – Be engaged with customers when they engage with you.
  • Be a customer of your own company so you can see what your customers see. This is how you can uncover your customers’ pain points, the things that you are doing well, and the things that you should be doing more of.


“Every decision a company makes affects the customer. An Experience Maker makes sure that these decisions have a positive impact.”

“Being an Experience Maker is more than a title, it is a mindset.”

“Focusing on the customer will lead to more productivity. Think about the customer in every decision.”

“Focusing on remarkable customer experiences that get customers talking will result in the word-of-mouth marketing that all companies want.”


Dan Gingiss is an international keynote speaker and coach. His 20-year professional career included leadership positions at McDonald’s, Discover, and Humana. He is an author of two books (The Experience Maker and Winning at Social Customer Care) and the host of multiple podcasts and video series.

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 an Experience Maker?
  2. Who can become an Experience Maker?
  3. What is a word-of-mouth marketing strategy?
  4. How can brands get customers to talk about them?
  5. Why is word-of-mouth marketing so powerful?

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