Contact Shep (314) 692-2200

Fender Guitar Uses Consumer Feedback to Eliminate Friction & Improve Service

Utilizing Consumer Feedback to Eliminate Friction and Improve Service

Shep Hyken interviews Scot Pickerill, Vice President for Inside Sales, Service, and Sales Operations in the Americas at Fender. He discusses using customer and employee feedback to evaluate and improve customer experience.

Subscribe and Listen

Top Takeaways:

  • Continuous improvement means identifying friction points and reaching out to every department involved in the process to develop a plan to correct the issue and keep it from happening in the future.
  • Look at the entire customer journey to determine the possible friction points and proactively make it better behind the scenes to create a seamless customer experience.
  • Make a note of the issues that happen often. Document them, and determine if they are an anomaly or brewing bigger issues. Proactively share what you have learned with everyone in the company.
  • Treat your customers as partners. If you partner with them by helping them, you are not just selling them a product. You are helping them succeed.
  • Reach out to customers who leave a negative comment, ask them about what happened, and let them know what you can do for them. You will often end up with a happy customer that will potentially come back and do more business with you.
  • Plus, Scot shares how buying behaviors have changed in the last couple of years and how businesses can design their strategy to meet customer expectations. Tune in!


“It’s one thing to listen to customers. It’s another thing to take action. We’re all about doing both.”

“Feedback is one of the few things in life that is free. Take that feedback and do something with it.”

“Don’t be afraid to solicit feedback from your consumers, but also get feedback from your employees. They are the frontline and know what’s happening in the process.”

“The world is evolving daily. Customer expectations are increasing, and buying behaviors are shifting. Don’t be afraid to lean to discomfort, test new things, and then measure it to ensure that it’s working the way you designed it.”


Scot Pickerill is the Vice President of Americas Inside Sales, Service, and Sales Operations for Fender. He previously worked with Fortune 500 companies, including Allstate Insurance Co., Bank of America, and American Express.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

  1. What is Continuous Improvement?
  2. Why is customer feedback important?
  3. How do you deal with negative customer comments on social media?
  4. How does data improve customer service?
  5. How have customer expectations changed over the past two years?


Want to receive Shep’s latest customer service and CX research?

Sign up for instant access to Shep’s research report on customer service and customer experience.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

© 2024 Shepard Presentations, LLC.
All Rights Reserved.

Legal Information | Sitemap Legap

Site by: digitalONDA