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Investing in the Customer Experience

Looking at Business through the Eyes of the Customer  

Shep Hyken interviews Paula Courtney, President of the Verde Group. They discuss how businesses should invest in delivering a WOW customer experience.

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Top Takeaways:

  • Even if you are in a B2B industry, decision-makers are still likely to compare you to their best experiences as a consumer.
  • Digital transformation is more than just implementing technology. It is rethinking your business process to make it easier for customers to do business with you.
  • Delivering a WOW customer experience can result in a 12-58% in the customer’s repurchase intent.
  • Hassle-free customer support is the number one element that increases repurchase intent. This is followed by frictionless experience from start to finish and worry-free returns.
  • To create a WOW customer experience, businesses do not need to do anything extraordinary. It is about delivering the basics consistently.
  • The last best experience that your customers had with any business, in any industry, is what your customers will always compare you to.


“An attitude is a cognitive expression of an experience. By the time companies can measure attitude, they are already looking at the rearview mirror, unable to change the experience.”

“To get the attention of the C-suite about service improvement initiatives, you need to speak their language, Return on Investments.”

“Digital transformation is the integration of digital technology in all areas of the business.”

“Technology can force organizations to think differently about how they can serve their customers.”

“Put your business processes in the eyes of the customer before looking at it through the eyes of your bottom line.”


Paula Courtney is the President of the Verde Group. She leads the development of new research methods for helping companies quantify the financial impact of their customer experience.

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.

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