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What Customers Expect from CX Practitioners

Shep Hyken interviews Baker Johnson, Chief Marketing Officer at UJET. They discuss how CX practitioners can put what they know about communication from their personal relationships into their customer relationships.

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Top Takeaways:

Here is something brands and even CX practitioners often forget – customers just want to get things done.

They are not thinking in terms of channels. They are not worried about what department, whether it be sales, marketing, or customer support, resolves their issues. Customers really only care about problems solved.

What do customers expect from CX practitioners?

It’s not about how many channels of communication are available. Compared to sales and marketing, the advice given to CX practitioners is always lagging. They are told to constantly add channels to meet customers where they are. But, customers don’t think in terms of channels. They just want to connect with the brand – how they want and when they want.

It’s not about departments within the organization either. Sales, marketing, and customer support departments are often fighting on who is the most influential to customer experience to gain more internal power. We have to move away from this and put customers first.

At the end of the day, we are all customers. The way that we interact in our lives is how consumers expect to interact with brands. It is also what your employees expect from you. We have to bring what we know about relationships and communication from our personal lives to our work lives and apply it to how we interact with our customers.


“Customers shouldn’t need to pick between channels of communication. They can use them all simultaneously.”

“Consumers now have multiple options. This has brought about a shifting view towards customer experience as an investment engine.”

“Stop thinking about channels and start thing about your customers.”

“Take off your work hat, put on your real-life hat and you’ll have all the answers to what needs to be improved in customer experience.”


Baker Johnson, Chief Marketing Officer at UJET where he is focused on driving corporate growth by evangelizing how UJET’s ultra-modern, customer-and-user-centric approach to CX is radically disrupting the Contact Center ecosystem. He brings more than 15 years of leadership experience to the role driving branding and data-driven strategy transformations to fuel SaaS growth.

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

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

  1. What do customers expect from CX practitioners?
  2. What is customer-centricity?
  3. Does omnichannel customer service work?
  4. How do you make using multiple channels seamless for the customer?
  5. How many communication channels does your business need?

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