Using Customer Feedback to Understand and Delight Customers

Shep interviews Natalie Jackson, founder of Crescent Consultancy. She talks about leveraging customer and employee feedback to deliver exceptional customer experiences.

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

What is the "listening gap" in customer experience?
How can business leaders effectively close the listening gap in their organizations?
Why is consistent reliability more important than delight in customer experience?
How does employee and customer listening drive growth and retention?
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 Most organizations believe they’re listening to customer and employee feedback, but oftentimes, their surveys are outdated, information is siloed in departments, and there is a lack of real-time insights.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!

Quote: 

"Customer experience is brand activation across everything."

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.

Learn more about your ad choices. Visit megaphone.fm/adchoices