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Using Customer Feedback to Drive Company Growth

Including the Customer in Design, Decision Making, and Expansion

Shep Hyken interviews Michelle MacCarthy, Global Head of Customer Success at Unit4. She talks about utilizing feedback to improve customer satisfaction and lead company success.

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Top Takeaways:

  • Human-centric CX design is all about communicating with customers, and this goes beyond a one-off survey. It is about regularly speaking with customers directly to deeply understand the customer. It is uncovering where they’re benefiting from your product and identifying barriers or pain points that they are experiencing.
  • Bringing engaged customers who are utilizing your products and services into the design process can help shape great outcomes for your company.
  • New technology will not replace the human-to-human relationship. Companies must shift the contact center agents’ responsibilities to allow them to be more productive and continue to elevate CX.
  • Anytime you digitize an experience or introduce new technology, ensure you have the basic tools your customers need to easily find what they need, like a good knowledge base on your website, FAQs, or video tutorials.
  • Customer-led growth is about inspiring loyalty, building trust, and raising the game around customer satisfaction.
  • Plus, Michelle weighs in on ChatGPT and how it will impact customer experience. Tune in!


“Customer success is putting the customer at the heart of all that you do.”

“In anything you do, setting expectations with customers is important.”

“Customer experience is something that’s owned by everyone in the organization. Regardless of role, having a truly customer-centric culture will help fuel better employee retention.”


Michelle MacCarthy is the Global Head of Customer Success at Unit4. She leads the company’s customer experience strategy transformation and customer success evolution.

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 Human-centric CX design?
  2. What is customer-led growth?
  3. How do you define customer success?
  4. Why is customer feedback important?
  5. How can customer feedback be used to improve service?


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