Addressing the CX Listening Gap with Natalie Jackson

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

1. What is the “listening gap” in customer experience? 
2. How can business leaders effectively close the listening gap in their organizations? 
3. Why is consistent reliability more important than delight in customer experience? 
4. How does employee and customer listening drive growth and retention? 
5. What is the importance of a clear brand promise in delivering a consistent customer experience? 

Top Takeaways:

• There is often a gap between what leadership thinks customers feel and what customers actually feel. Most organizations believe they’re listening to customer and employee feedback, but oftentimes, their surveys are outdated, information is siloed in departments, and there is a lack of real-time insights. 

• Listening to customers and employees means paying attention to data, insights, customer feedback, and employee input. It means “listening” to signals and patterns that help organizations better understand their customers (both internal and external). 

• Organizations need to stop and think about the kind of experiences they want to provide to their customers and employees. This is the brand promise and needs to be communicated throughout the organization. It needs to be seen through how each member of the team shows up and is felt by the customers that they serve.  

• Consistency and predictability build trust, giving customers the confidence to keep doing business with you.  

• Customers value reliability more than sporadic “over the top” moments. Customers need to know that you will deliver on your promise. And if, every once in a while, something falls in your lap that lets you go above and beyond, the combination of reliability and customer delight is where companies shine. 

• Plus, Shep and Natalie discuss how companies can empower employees to deliver reliable, delightful experiences. Tune in! 

Quotes:

“Customer experience is brand activation across everything.” 

“Reliability is better than delight.” 

“To close the listening gap, start by asking if you have a brand promise, and if it actually covers how you want your team to show up. Does everyone even know what kind of experience you’re aiming for?” 

About:

Natalie Jackson is a customer experience strategist and the founder of Crescent Consultancy. She serves on the 2026 U.S. Customer Experience Professional Association (CXPA). 

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