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The Power of Listening to Your Customers

Using Conversational Data to Enhance the Customer Experience 

Shep Hyken interviews Amy Brown, founder and CEO of Authenticx, a software that listens, analyzes and activates customer voices at scale. She shares findings from Authenticx’s Customer Voices Report and how organizations can use data to drive customer experience strategies.

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Top Takeaways:

  • Customers want to be empathized with and understood by the brands they interact and do business with.
  • Customer centricity means taking intentional steps to listen to what your customer needs and having everyone, at all levels in the organization, committed to delivering on them.
  • Typically, the customers who answer surveys are either very angry or very happy with your organization. However, this leaves out customers who are in the middle or think their experience is only satisfactory. When companies don’t learn from this segment of their customers, they often lose them once a competitor that does it better comes along.
  • The value of listening to customers is that it teaches organizations the points of friction in their processes and identifies their competitive differentiators. It shows them the problem spots they need to pay attention and what drives negative sentiment. And it helps brands determine their value propositions using the words of their customers.
  • When you hear good feedback and read positive testimonials, put that data into your process so that all your customers can have the same amazing experience.
  • Frontline workers are a great resource when it comes to what customers are saying about your company and their experience. Train them to listen for customer insights, take notes, and share with everyone in the organization.
  • Listen to your employees, too, not just your customers. Leaders must be listening for employee engagement and burnout. Turn positive and negative conversational data into actionable strategies that support your employees.
  • Plus, Amy shares what The Eddy Effect™ is and what it means to customer experience. Tune in!


“Customer-centric organizations believe that listening to and understanding what their customers want is vital to their ability to thrive as a business.”

“Having the ability to listen to customers at a large scale gives leaders the confidence that whatever strategies they are taking is backed up by data.”

“Use positive customer feedback to inspire your workforce, reward those delivering excellent experiences, and drive innovation.”


Amy Brown is the founder and CEO of Authenticx. As an executive with 20 years of experience in healthcare, she founded Authenticx to bring the authentic voice of the patient into the boardroom and increase positive healthcare outcomes.

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 meant by customer centricity?
  2. Why is voice of customer so important?
  3. Are customer surveys worth it?
  4. What does the voice of the customer mean in business?
  5. What is the difference between VoC and CX?

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