Summary

In this conversation, Dr. Chris L. Brown and Shep Hyken explore the evolution of customer service, emphasizing the importance of understanding customer expectations, building trust, and creating emotional connections. They discuss the need for a customer-centric culture, the adaptability of employees, and the balance between employee and customer focus. The conversation highlights the significance of consistency in service, measuring ROI in customer experience, and the philosophy that customer service is a holistic approach rather than just a department.

Takeaways

• Customer service has evolved, but the core principles remain the same.
• Customers compare service experiences to the best they've ever had.
• Trust is a critical component in customer relationships.
• Emotional connections lead to customer loyalty.
• A strong customer-centric culture is essential for success.
• Adaptability in employees is key to enhancing customer experience.
• Both employee and customer focus are important for business success.
• Engaged employees contribute significantly to positive customer experiences.
• Consistency in service delivery is crucial for customer satisfaction.
• Measuring ROI in customer experience can demonstrate its value to the business.

Sound bites

"You can't out-decorate poor customer service."
"Consistency is amazement."
"Focus on the culture first."

Chapters

00:00 Introduction to Customer Service Evolution
01:56 The Unchanging Nature of Customer Service
04:36 Understanding Customer Expectations
08:32 The Disconnect in Customer Trust
09:05 The Role of Customer Experience in Business
13:26 Customer Service vs. Customer Culture
17:30 Engaging Different Personalities in Customer Service
21:21 Balancing Customer and Employee Focus
22:15 The Employee Golden Rule
23:53 Creating a Positive Work Environment
24:21 The Power of Gratification in Customer Experience
26:11 The Importance of Employee Engagement
26:56 Balancing Product Quality and Customer Experience
29:05 Measuring Customer Satisfaction and ROI
32:20 The Value of Customer Loyalty
34:32 The Importance of Consistency in Customer Experience
35:17 Convenience vs. Amazing Experiences
38:59 Key Takeaways for Improving Customer Experience
41:44 My reflections and 5 Key Things to Remember from the conversation

Summary

In this conversation, Dr. Chris L. Brown and Brad Giles discuss the essential roles and responsibilities of a CEO, the importance of accountability, and the cultural aspects that influence the customer experience. They discuss the genesis of Giles' book 'Made to Thrive', the significance of aligning values with actions, and the necessity of effective succession planning. The conversation also touches on the importance of onboarding new employees and previews Giles' upcoming book 'Bigger Isn't Better', emphasizing that better is more valuable than simply bigger in business.

Takeaways

• Every leader's challenge is how to make their effort count.
• People often don't understand the role of a CEO.
• The results of a great CEO go beyond immediate profits.
• Accountability is crucial for performance measurement.
• Cultural alignment is crucial to delivering a seamless customer experience.
• The CEO acts as an ambassador for the organization.
• Values must be authentic and reflect the company's identity.
• Measuring qualitative values in practice can be challenging.
• Better is better; growth should not be the only goal.
• Compounding is essential for sustainable business success.

Chapters

00:00 Introduction to Leadership and the Role of a CEO
02:33 The Genesis of 'Made to Thrive' and CEO Accountability
05:20 Understanding the Five Roles of a CEO
07:38 The Importance of Accountability in Customer-Centric Organizations
10:25 Cultural Impact on Customer Experience
12:51 The Role of the CEO as an Ambassador
15:36 Values in Organizations: Authenticity vs. Aspirational
18:15 The Disconnect Between Values and Behaviors
20:53 Succession Planning: Preparing for the Future
23:29 Quick Wins for Leadership Teams
26:05 The Upcoming Book: 'Bigger Isn't Better'

Episode Show Notes

Summary

In this episode, Dr. Chris Brown sits down with customer experience pioneer Annette Franz, author of Customer Understanding, Built to Win, and her latest book, Employee Understanding. Annette shares her journey from JD Power to becoming one of the leading voices on connecting employee experience, customer experience, and business outcomes. Together they explore the blind spots leaders have around culture, the three-pillar framework for employee understanding, and why listening—not surveys alone—is the foundation of sustainable success.

From the “Sunday Scaries Test” to the dangers of gaming metrics like NPS, this conversation is packed with practical insights for leaders who want to design people-centric cultures that drive performance.

Key Takeaways

• Employee experience is business critical: Without empowered employees, customer experience and business outcomes suffer.
• Culture is the shadow of the leader: Leaders shape or allow the culture—there is no middle ground.
• Three-pillar framework: Culture alignment, employee insights, and leadership empathy are the keys to designing great workplaces.
• Beware of “lipstick on a pig” fixes: Solve root causes, not symptoms, through service blueprinting and systemic problem-solving.
• Metrics can mislead: Chasing scores like NPS often backfires; focus on genuine experience improvements.
• Listen beyond surveys: Stay interviews, roundtables, and employee advisory boards are underused but powerful tools.
• Modernize or fossilize: Leaders must evolve their practices—or risk irrelevance.

Memorable Sound Bites

• “You get the culture you design—or the one you allow.”
• “Culture is truly the shadow of the leader.”
• “Stop asking in exit interviews why people left. Ask in stay interviews why they’re still here.”
• “When leaders beg for scores, you’re moving the metric—not the experience.”
• “If employees feel unsafe to speak up, all you’ll hear is crickets.”
• “Modernize or fossilize—that’s the choice facing today’s CEOs.”

Chapters

1. 00:00 – Introduction: Annette’s early career at JD Power and the origins of her CX journey.
2. 03:00 – Employee Blind Spots: Why leaders still struggle to connect employee experience with business performance.
3. 05:40 – The Sunday Scaries Test: How workplace culture impacts employees before Monday even begins.
4. 07:15 – Culture & Leadership: Why culture rests squarely on the shoulders of leaders.
5. 11:40 – The Three Pillars: Culture alignment, employee insights, and empathy in action.
6. 16:20 – Personas & Empathy: Bringing customers and employees to life inside organizations.
7. 21:30 – Connecting to Business Outcomes: Linking journey mapping and feedback to measurable ROI.
8. 27:20 – Goodhart’s Law & Metrics: How chasing numbers distorts reality.
9. 31:20 – Yes Madam Case Study: What not to do with employee feedback.
10. 35:20 – Lipstick on a Pig: Why surface fixes fail without root cause analysis.
11. 37:50 – Listening Beyond Surveys: Stay interviews, listening tours, and employee advisory boards.
12. 42:00 – Modernize or Fossilize: Annette’s open letter to CEOs.
13. 43:30 – AI & Human Connection: Where technology fits—and where it doesn’t.
14. 46:40 – Delta Airlines Example: A model of connecting culture, employees, and customers.
15. 48:30 – Closing Thoughts: Where to find Annette’s work and resources.