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Voice of the Customer-Driven Service

How to Leverage Customer Feedback to Enhance Every Stage of the Customer Journey

Shep Hyken interviews Evan Klein, Founder and President of Satrix Solutions, a customer experience and employee engagement consulting firm. He talks about how businesses can encourage customer feedback and how to leverage that to improve the overall experience.

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Top Takeaways:

  • The Net Promoter Score (NPS) is the question that lets your customer rate the likelihood of them recommending your business on a scale of 0 to 10. A rating of 9 or 10 is a promoter. Customers are more likely to recommend you after a great experience.
  • A successful NPS program in your business ensures that all of your employees are aligned and understand their role in delivering an exceptional service experience.
  • The frontline is important, but we need all employees to act based on the feedback of the customers. Every employee should leverage customer feedback to think about their role in enhancing the customer experience.
  • Be open to really listening to the customer. NPS is a good way to start understanding your customer’s experience with your brand. Adding open-ended questions like “What can make your experience even better?” can give you so much more context and rich feedback.
  • Survey and ask for feedback from different audiences. Decision makers, influencers, subject matter experts, and users experience your brand in different ways. Tailor your surveys with each customer’s experience in mind.
  • Leverage your promoters. Use their feedback for marketing purposes, testimonials, and case studies. Find feedback patterns that will influence your product roadmap, service delivery model, support channels, and future investments.
  • Plus, Shep and Evan discuss how to maximize customer participation in the age of survey fatigue. Tune in!


“Be open for context and find patterns across all the feedback you receive from your customers. Probe and understand customer frustrations. Mobilize your promoters and leverage their feedback to operationalize creating excellent customer service.”

“Activate your promoters. If they say they are likely to recommend you, call them and ask them, Who would you recommend me to?”

“Customers can distinguish between a company that just sends the survey because they feel they have to and companies that are truly invested in the voice of customer-driven change.”

“Companies survey their customers but sometimes overlook insights their employees have. Ask them how they think their customers could be better served. Ask them what obstacles they face that impact the customer experience.”


Evan Klein is the Founder and President of Satrix Solutions. He helps companies increase revenue growth by enhancing customer experience and improving employee engagement.

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. Is Net Promoter Score effective?
  2. How can companies maximize customer participation in surveys?
  3. Why is it important for companies to take action on customer feedback?
  4. How can companies gather feedback beyond NPS?
  5. How can brands leverage customer feedback?

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