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Become Your Customer’s Trusted Advisor

Strategies for Building a Transparent, Successful Customer Experience

Shep Hyken interviews Todd Hartley, Founder and CEO of WireBuzz. They discuss strategies for leveraging video into your customer service experience.


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Top Takeaways:

  • The goal of customer service should be to answer questions, eliminate confusion and become your customer’s trusted advisor.
  • Customer service training is your most valuable asset. It is always worth investing in.
  • More often than not, customers leave companies due to a lack of transparency or authenticity.
  • An amazing customer experience can translate directly into word-of-mouth marketing.
  • The customer experience doesn’t start after a customer makes a purchase or even on the first sales call. It begins at the first interaction the customer has with your company, which could be as simple as them browsing your website.
  • The sales experience is part of the larger customer experience. It’s what makes the customer say “yes” the first time, and hopefully keep saying “yes” over and over again.
  • Sales and service go hand-in-hand. If you’re in the sales process, your goal should be to demonstrate an above-and-beyond level of helpfulness and willingness to help your customers achieve their goals.
  • Video is a very powerful and effective tool and can be used for a variety of purposes. For example, send a video proposal instead of a PDF, or send a video recap to a decisionmaker after an important call. Video can also be used to cross-sell or upsell in the right scenarios.
  • Take the opportunity to learn what your client’s criteria for success are and position yourself in their future. Just ask: A year from now, what would have to happen for you to feel working with us was a success?
  • Ritualizing video into your CX can answer questions, share new information and position you to become your customer’s trusted advisor.


“Answer questions, eliminate confusion and become your customers’ trusted advisor.”

“People do business with people they have relationships with. We have to be in the business of developing relationships.”

“If you become a trusted advisor, you become a magnet for new opportunities, because the customer knows that you will take care of them at a very impressive level.”


Todd Hartley is the Founder and CEO of WireBuzz and a rock star of remote selling, video marketing and sales optimization. He creates effortless, on-demand buying experiences that improve clarity and eliminate confusion.

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 as a tool in my business?
  2. Are customer service, sales, and marketing related?
  3. How can I create a better customer experience?
  4. In what ways can I eliminate my customers’ frustration?
  5. How can I prevent customer churn?

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