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Winning the World Cup in Customer Experience

The Link Between Soccer (Football) and Customer Service

Shep Hyken interviews Gregorio Uglioni, a customer experience specialist, host of CX Goalkeeper, and author of Customer Experience 4 (CX4). He shares how customer service teams can implement lessons and best practices that organizations can learn from soccer teams and their fans.

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Top Takeaways:

  • Customer service is a team sport where different experts and teams empower and learn from each other to provide an amazing customer experience.
  • What can customer service teams learn from soccer teams?
    • Turn customers into fans. Fans are emotionally invested and will defend their teams no matter the game’s result. When companies provide great experiences, they will earn “fans” who will continuously choose them over their competitors and become brand ambassadors who recommend them to everyone they know.
    • Customer service teams should have one common goal. Each team member has their own role, but they work towards a common goal – winning the match. In customer service, different teams, such as the customer support team, the social media department, and the sales team, have their individual roles. Still, the goal must be unified to win the customer over with an amazing experience.
    • Players must be trained to improvise. During a soccer game, players don’t ask permission from their coach before making a move. They are already empowered by their training, strategy, and team support even before stepping into the field. Customer service representatives must have the tools they need, from knowledge bases, coaching, and training to make empowered decisions on how to best serve the customer.
  • Plus, Gregorio talks about how organizations can create a customer service architecture that can help teams provide a winning experience. Tune in!


“The company, like a team, has two additional sources of feedback. The employees who give positive or negative feedback will help the team grow. Then, fans or customers will give feedback through comments, surveys, and brand loyalty.”

“It’s not B2B or B2C. It’s human to human. We are human to human environments where empathy is the most important key to interactions.”

“In sports and customer service, we must prepare for every match to win the championship.”


Gregorio Uglioni is a Business Transformation, Innovation, and Customer Experience specialist. He shares his expertise on his podcast, CX Goalkeeper, and books, including his latest, Customer Experience 4 (CX4).

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 customer service architecture?
  2. What is the link between soccer and customer service?
  3. What can customer support teams learn from customer service teams?
  4. How can customer feedback benefit a business?
  5. Why is empowerment important in customer service?

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