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An Evolutionary Moment for CX

Building a Reactive and Predictive Customer Experience

Shep Hyken interviews Steve Peltzman head of FeedbackNowForrester’s AI-powered physical & digital solution. They discuss how companies can sense, analyze, and react to issues that affect customer experience.

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Top Takeaways:

  • Wherever customers go, something is different. COVID has caused customers to feel anxiety and a lack of control. Good companies recognize this and have stepped up and are doing something different.
  • Throughout the pandemic, new expectations have been created. Companies have made things easier for their customers, who expect this same level of service to continue, even after the pandemic.

According to Forrester’s 2022 predictions, consumers will lean on brands that offer a sense of relief and immediate comfort. In 2022, consumers will turn to uplifting, pleasing products and experiences that offer a reprieve from the ongoing uncertainty.

  • Every advancement creates new complexity and awkwardness that every company has to adjust to. For example, in healthcare, practitioners need to master “Zoom-side manner” aside from the traditional bedside manner.
  • Surveys can benefit future customers but they do not help present customers who are experiencing the inconvenience.

Per Forrester, more than 60% of customer experience professionals say their businesses lack closed-loop processes for CX feedback.

  • Use feedback and data to understand the breaking point where a customer becomes upset when the issue is not properly addressed. For example, if, on average, your customers are willing to stand in line for 5 minutes but they start to get upset at the 10-minute mark, open up a new line at 9 minutes.


“COVID has brought consumers’ CX expectations up to unprecedented levels. Even as we recover, those expectations will largely remain. They want and seek control and comfort.”

“What has happened in the last couple of years is an evolutionary moment of customer experience in companies. You either have to adapt or be eaten.”

“Making big changes to your overall customer experience can seem daunting. Start small and start quickly.”


Steve Peltzman is Forrester’s first Chief Business Technology Officer. He now leads FeedbackNow, Forrester’s AI-powered physical & digital solution to measure, analyze, predict, and act on customer feedback in real-time.

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 the future of CX post-pandemic?
  2. DO customer surveys still work?
  3. How did COVID-19 change customer expectations?
  4. How can organizations enable real-time customer experience improvements?
  5. Are all companies ready to make big changes in CX?

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