Amazing Business Radio

Turning Customer Experience into Customer Transformation 

Shep interviews Joseph Pine, best-selling author of Experience Economy, speaker, and cofounder of Strategic Horizons LLP. He talks about his new book, The Transformation Economy, and how businesses can go beyond creating memorable experiences to guiding customers through meaningful transformations that help them achieve their aspirations. 

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

1. What is the transformation economy? 
2. What is the difference between selling a product and creating a transformative customer experience? 
3. How can businesses guide customers to achieve their personal or professional aspirations? 
4. What are the benefits of customizing experiences to meet individual customer needs? 
5. What elements contribute to a robust customer experience? 

Top Takeaways:   

• The transformation economy is about how companies can help customers change. It is about how your business can help them achieve their aspirations.  
• Businesses create more value when they focus on selling the end rather than the means. Go beyond selling products and services to understanding why customers buy and use that knowledge to help them reach their goals and achieve their aspirations. 
• Transformation is not a one-size-fits-all. It must begin with truly understanding where the customer is starting (from) and where your customers aspire to end up (to). Carefully identify the customer’s current situation, needs, and aspirations to tailor experiences that produce meaningful outcomes for them. 
• Sell transformation, not just products. For example, people don’t buy a treadmill because they want the equipment. They want to be healthier, have more stamina, or feel better about themselves. Whether you’re selling a physical product, a service, or something else, shift your mindset to the customer’s desired result.  
• In both B2B and B2C, businesses should become trusted partners, not just vendors. That means understanding clients’ deeper goals and helping them achieve success, even if it occasionally means recommending solutions outside what you sell. The focus is on the customer’s outcome, not just the transaction. 
• In the transformation economy, companies should charge for what customers value most: outcomes. Companies are moving away from pricing based on time, materials, or products. It is focused on results. 
• Transformative change for customers doesn’t come from a single transaction. It spans the entire journey, including the preparation before the event, reflection afterwards, and ongoing integration into daily life. 
• Plus, Shep and Joe share insights from The Transformation Economy and discuss companies that are putting customer transformations first. Tune in! 

Quote:  

“Transformations are built on top of experiences. We change through the experiences that we have. ” 

About:   

Joseph Pine is a bestselling author, speaker, and cofounder of Strategic Horizons LLP, celebrated for guiding Fortune 500 companies and innovative startups alike. He is the author of The Experience Economy, Mass Customization, and Infinite Possibility. 

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

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Closing the CX Gap with the Help of Artificial Intelligence 

Shep interviews Michele Carlson, Director of Product Marketing & Head of Content Strategy at NiCE. They discuss the top AI trends shaping customer experience and transforming contact centers. This is based on Michele and Shep’s recent webinar that featured 10 trends. CLICK HERE to enjoy the full webinar.  

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

1. What does “AI first” mean in customer experience? 
2. How can businesses maintain a human-centric approach while integrating artificial intelligence in customer service? 
3. How does AI help streamline workflows for customer service agents? 
4. Why is it important for companies to keep humans involved in designing AI systems? 
5. How can agentic AI improve customer interactions and resolve issues more efficiently? 

Top Takeaways:   

• AI has advanced to the point where we can use it to take actions and complete workflows. It not only understands what customers say and provides answers, but it can also complete tasks like sending a package or updating an account.  
• Shep and Michele share five AI trends that shape the future of customer experience and contact centers. 

Trend #1: AI first, but it doesn’t mean AI only. Companies use AI to get quick answers or to resolve issues quickly. But this doesn’t mean eliminating human customer support. It means that when things get too complicated or tricky for AI to handle, human agents can step in to make sure the experience is personalized and complete.  

Trend #2: Human-Centric AI. 72% of customers say that they’ve experienced AI and automation benefits. Technology must be designed with humans at its center to truly understand and address human needs while empowering both customers and agents.  

Trend #3: Agentic AI. Agentic means artificial intelligence that can use language to take action autonomously. To put it simply, the system can take the customer’s data, determine what needs to be done, and complete the task without human intervention, allowing humans (employees) to focus on more important and complex issues. 

Trend #4: Experience Memory. AI can help companies not just remember who their customers are, but also their problems, preferences, and relevant details of past interactions.  

Trend #5: AI Observability. Don’t invest in something you can’t measure. Success isn’t just about using as much new technology as possible. It is about seeing real results like smoother processes, happy employees, and satisfied customers.  

• LAMs, or Language Action Models, help AI move beyond data analysis. They interpret the language, determine the intent, and act accordingly. They streamline agents’ workflows by automating repetitive tasks and integrating multiple systems, so agents spend less time juggling multiple tabs and focus more on interacting with customers. 
• There is a 40% gap between what companies think their service is like and how customers actually feel about the experience. Companies need to listen to their customers, get real feedback, and invest in people and technologies to close the gap.  
• Plus, Michele discusses more stats on AI-powered experiences that can help you enhance customer satisfaction and streamline business operations. Tune in! 

Quote:  

“When we say AI first, we don’t mean AI only. It means you start with artificial intelligence to help resolve customer issues, but it’s not the only solution.” 

About:   

Michele Carlson, Director of Product Marketing & Head of Content Strategy at NiCE. She is an expert in AI-powered analytics and customer experience, transforming contact centers and delivering customer-centric results. 

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

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Shep Hyken’s Latest Research and Insights on Customer Service and Experience 

Shep discusses the five most important trends and predictions for 2026, what you should stop doing to create a better customer service experience, and a sneak peek at the findings from his latest customer service and experience research. 

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

1. What are the top customer service trends that leaders can expect to see in 2026? 
2. Why is it important for businesses to provide both AI-powered self-service options and live customer support? 
3. How can companies build and maintain trust with their customers? 
4. How can frontline employees be a valuable source of insight for customer experience improvements? 
5. Why is ongoing customer service training important for employees, even after onboarding? 

Top Takeaways:   

• Trust is the foundation of customer relationships. When customers don’t believe that a business will keep its promises, they will move on to a brand that will. When a brand provides honest communication and consistent follow-through, they build confidence with its customers.  
• Personalized service is an expectation. Customers expect businesses to know who they are and remember their history, whether it’s past purchases or previous conversations. When you use data to improve your customers’ experience, like recommending better products or sending relevant messages, they feel treated as individuals rather than just transactions.  
• AI is becoming a normal part of customer service. Most customers expect self-service options to handle simple requests and get simple answers. But this doesn’t mean that human agents are becoming obsolete. Customers still want to speak to live agents, especially when dealing with complicated or emotional issues. This is why companies need to encourage customers to use self-service tools while letting them know that they are welcome to call when they need to. 
• Companies should map out employee journeys just as they do with customers. Find what’s frustrating, and make work smoother and easier. When employees are treated with care and respect and provided with the tools and training they need, they are more likely to create happy customers. 
• Training should not be limited to onboarding. It should be an ongoing process to keep customer service skills sharp and expand their capabilities. It can take the form of short reminders, weekly huddles, or sharing moments of magic with customers.  
• Consistency is more important than “wow” moments. Trying to go over the top every time isn’t realistic or necessary. Predictable, reliable experiences are what makes customers feel safe and valued.  When customers know what to expect, it builds their confidence and makes them want to come back. 
• When a customer has a complaint or problem, it’s not enough to just fix the issue. The goal is to restore confidence and make the customer want to do business with you again. Meet with your team, and ask why the problem happened. Then, find ways to prevent it in the future. Solve for the customer’s feelings, not just the complaint itself. 
• Plus, Shep shares interesting stats from his latest customer service and experience research. What is more important to customers, service or price? What makes them trust a business more? What makes them come back again and again? Tune in! 

Quote:  

“Customers continue to be smarter than ever and with higher expectations about the experience that they receive from companies they do business with.” 

About:   

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

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Why Customer Experience Is Your Hidden Profit Center 

Shep interviews Ty Givens, Founder of CX Collective. She talks about how contact centers can be transformed into growth engines by proactively addressing customer needs and empowering employees through training. 

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

1. How can frontline customer service representatives be empowered to act as the face of a brand? 
2. How does training impact the effectiveness and efficiency of customer support teams? 
3. What are the main benefits of proactive customer experience versus reactive customer service? 
4. How can technology, such as AI, improve resolution times for common customer issues? 
5. How can businesses educate customers to use digital support channels for faster issue resolution? 

Top Takeaways:   

• Every employee interacting with a customer becomes the face of the company. Train employees on their role to represent and support the brand. When someone calls with a problem, regardless of who is at fault,  it is their responsibility to make things right and create a positive experience for the customer.  
• When you start using customer service as a listening tool, it stops being a cost and becomes a way to improve processes for employees and experiences for customers.  
• Feedback can be silent. Pay attention to what your customers are saying and what they are not saying. Sometimes, customers hint at underlying problems without saying it. Picking up on context and clues can help solve issues faster and even improve services in the future.  
• Customer service becomes proactive by paying attention to feedback and patterns that allow you can fix issues before the next customer gets upset. Pay attention to what features or products your customers love to use. Identify the features customers don’t interact with so you can either improve them or focus your resources elsewhere. 
• A simple mistake, such as leaving an item out of an order, can lead to angry calls, extra costs to fix the problem, and even lost customers. Training employees to understand how their actions affect the entire customer journey helps reduce errors. Even small improvements can save costs and keep customers and employees happier. 
• Investing in your employees expands their capabilities in helping customers. Even thirty minutes spent learning a new skill or understanding a customer’s needs, once every month or two, can save time and money in the long run.  
• Plus, Shep and Ty discuss more ways a call center can drive growth and revenue. Tune in! 

Quote:  

“In most companies, the customer service team is the only function that has direct, one-to-one conversations with customers. This makes them a powerful source of insight, not just from what customers say, but from what they don’t say. Teach your team to actively listen, read between the lines, and recognize opportunities to improve the customer experience.” 

About:   

Ty Givens is the founder of CX Collective. She helps leaders turn inefficient processes into reliable, human-centered systems that boost team productivity and customer loyalty. 

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

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Building a Culture Where Customers and Employees Want to Stay  

Shep interviews David Fuhr, Sweetwater‘s Chief Sales Officer. He talks about creating remarkable customer experiences through personalized service, passionate employees, and living the company’s core values in every interaction. 

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

1. How does additional generosity impact customer loyalty? 
2. Why is personalizing customer interactions important in today’s business environment? 
3. How does a company’s culture influence its service and customer retention? 
4. How can companies prevent recurring customer complaints based on feedback analysis? 
5. Why should businesses focus on solving customer issues rather than just addressing problems? 

Top Takeaways:   

• Additional generosity goes a long way in customer experience. It does not have to be expensive or flashy. When you add a small, unexpected touch to a customer interaction, you create a memorable moment. Any brand can show appreciation and stand out by doing a little more than expected. (Sweetwater includes a small bag of candy with every order. Sweet!) 
• Hiring employees who are truly passionate about what they do makes a big difference. If your team genuinely loves the industry they work in and believes in the products they sell, it shows in the way they interact with and help customers. 
• Match customers with employees who are genuinely interested in and knowledgeable about the products they sell. This builds trust by creating interactions in which the advice customers receive feels more valuable because it is personalized.  
• Training never stops. When hiring new employees, equip them with the knowledge they need to excel through immersive training. Once they are working with customers, empower them by providing continuous training that keeps everyone updated and motivated.  
• Listening to customer feedback leads to better service. Encouraging honest opinions, both good and bad, helps you find out what customers truly care about.  It’s important to have a system for collecting this information and then actually acting on it.  
• Mistakes are learning opportunities. When something goes wrong, the real test is how a company reacts and focuses on “solving the customer,” not just the problem. Communicate with customers quickly, fix what went wrong, and then look deeper to stop the issue from happening to others.  
• Plus, Shep and David discuss Sweetwater’s emphasis on company culture and community. Tune in! 

Quote:  

“Additional generosity means doing something a little unexpected for the customers. It is a way of saying thank you for thinking of us and giving us the opportunity to earn their business.” 

About:   

David Fuhr is the Chief Sales Officer at Sweetwater, where he leads the company’s renowned sales team. Since joining the company over five years ago, he has held key leadership positions, including SVP of Customer Experience, focusing on delivering the Sweetwater Difference for both customers and staff. 

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

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Lessons on Humanity, Technology, and Leadership from a Pioneer of Customer Experience 

Shep interviews Bruce Temkin, host of Humanity at Scale: Redefining Leadership. He talks about how AI is reshaping business and why human connection remains essential for both customers and employees. 

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

1. What is the difference between customer experience and customer service? 
2. Why is the concept “the customer is always right” often considered misguided? 
3. How can companies benefit from shifting their focus from internal processes to customer-centric thinking? 
4. What role does behavioral science play in improving customer experience? 
5. How is artificial intelligence affecting customer service and employee roles in modern organizations? 

Top Takeaways:   

• Customer experience isn’t just a buzzword or a fancy way of saying customer service. It is not just about the moments where the customer needs help. It is about every interaction throughout the entire customer journey. 
• Customers are not always right, but they are always the customer. Customers sometimes have complaints or requests that don’t align with the business’s offerings, especially if they’re not the target audience. Treat everyone with respect, even when you can’t give them exactly what they want. Even when they are wrong, let them be wrong with dignity and keep the relationship open for the future as much as possible. 
• Behavioral science helps explain why customers act the way they do, make certain choices, and even how they respond to situations. Knowledge about how humans think and feel is just as essential as knowing how to organize teams or create new products. Understanding human behavior helps leaders make decisions that truly connect with employees and customers. 
• Success isn’t just about financial results, but also about making life better for people inside and outside the company. Leaders who keep the well-being of employees, customers, and communities in mind make decisions that will have a positive impact on everyone.  
• AI is changing how work gets done, especially in customer service. AI helps humans do higher-level, creative, and caring work. AI can handle simple tasks, so humans can focus on building real relationships and solving complex problems. 
• Technology creates new opportunities. AI will not replace humans. It will change the type of work that humans do. Just like how the internet created tons of new jobs, AI will reshape the workplace and introduce new careers.  
• Plus, Shep and Bruce discuss why it is important for individuals and companies to make sure they are always moving towards their “North Star.” Tune in! 

Quote:  

“One of the absolute misguided beliefs is that the customer is always right. They aren’t. All you have to do is look at yourself in the mirror. Everyone’s been a customer and not always been right when they’ve complained or seen a problem.” 

About:   

Bruce Temkin is widely recognized as the “Godfather of Customer Experience,” helping to shape customer and employee experience and advising leaders on how to keep people at the center of their organizational processes. He is the host of the podcast, Humanity at Scale: Redefining Leadership. 

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

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How Royal Caribbean Creates an Unbelievable (WOW) Guest Experience 

Shep interviews Richard Fain, chairman of Royal Caribbean Group. He talks about his new book, Delivering the Wow, and creating a customer-focused culture through continuous improvement, empowered employees, and attention to every detail. 

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

1. How does a hospitality mindset impact customer experience in the service industry? 
2. How can organizations create a culture that motivates employees to go above and beyond for customers? 
3. Why is employee engagement important in delivering outstanding service experiences? 
4. Why is continuous improvement important for building a customer-focused culture? 
5. What is the role of leadership in sustaining a service-driven culture? 

Top Takeaways:   

• Creating an incredible experience starts with a hospitality mindset. It’s not enough for a company just to have beautiful products or spaces. Every employee, from top management to behind-the-scenes team members, must aim to deliver a “wow” experience that gives customers something exciting to talk about with their family and friends. 
• The hospitality mentality doesn’t just belong in a hotel or restaurant. It applies to every business that wants loyal customers. Every single person in an organization has an impact on the customer experience. When every employee, not just the frontlines, is aligned with this mentality, the whole organization can deliver standout experiences. 
• A “wow” company culture must be lived every day. A strong customer experience culture empowers every employee to work with intention and passion. It makes every member of the team love what they do and inspires others. 
• When employees are happy at work, they do a better job, and customers notice the difference. The best organizations hire for passion as well as skills.  
• You can’t improve what you don’t measure. Keeping track of the metrics that matter, like customer satisfaction and employee engagement, gives the team a target to work toward and motivates them to do their best. 
• Repeat business is the best feedback. High ratings and reviews are great, but repeat business is the best measurement of whether you delivered a “wow” experience that customers want to come back for. 
• Good enough is not good enough. The most successful teams and businesses push for constant, even dramatic, improvement that makes their customer’s experience unbelievably better.  
• Plus, Shep and Richard discuss the mantras that help Royal Caribbean achieve quantum leaps in delivering “wow” experiences for its customers. Tune in! 

Quote:  

“Every once in a while, you hear executives say things like, ‘It’s just part of our DNA.’ But culture isn’t automatic. It requires intentionality every single day to truly focus on the customer and keep getting better.” 

About:   

Richard Fain is the chairman and former CEO of the Royal Caribbean Group. He is the bestselling author of Delivering the Wow: Culture as Catalyst for Lasting Success. Under his leadership, the company transformed from a small cruise line into one of the most successful and renowned vacation brands in the world. 

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

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Collecting and Using Data Ethically to Create Customer Delight 

Shep interviews Phyllis Fang, Head of Marketing at Transcend. She talks about the importance of personalization and how companies can ethically collect, unify, and use customer data to create seamless, trust-building interactions. 

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

1. How can companies ethically collect and use customer data without crossing privacy boundaries? 
2. Why is transparency important when asking customers for permission to use their data? 
3. How can brands strike the right balance between personalization and avoiding being perceived as intrusive or “creepy”? 
4. What are the best practices for building trust with customers through data collection and usage? 
5. How does unified customer identity across digital and real-world touchpoints improve the overall customer journey? 

Top Takeaways:   

• Customers are willing to share information, but only if they get something valuable in return. When a company uses customer preferences to recommend something relevant at the right time, customers are more willing to engage. On the other hand, when the connection feels forced or overwhelming, it can make customers stop buying and look for other companies that will respect their trust. 
• Customers feel better when companies are upfront about what data they’re collecting and how it will be used. When a brand is transparent with why they need information and asks for permission, customers feel respected and safe. Giving customers options about how their data is used makes them more likely to share details. 
• Businesses should focus on getting only getting the information they need to start doing business with a customer. Then, gradually over time, the business can learn more.  
• Ethical use of data builds trust. Just because a business can use a customer’s data does not mean it always should. It’s important for companies to explain how they use customer information, and to give customers choices. When customers know what’s happening and have control, they are more likely to trust a brand with their information and their business. 
• Some customers want weekly emails or product updates, while others just want order confirmations or receipts. Give your customers a way to choose the kind of information they receive and how often they want it, and make setting this up easy. 
• Better business practices lead to loyal customers. When companies focus on giving people what they want, respecting their choices, and treating data carefully, customers become fans who keep coming back. 
• Personalization isn’t just about online shopping. It can happen in real life too. Imagine walking into a store and the salesperson remembers what you like, what you bought before, and even your favorite colors. This shows how connecting customer history, identity, and preferences creates a great experience both digitally and face-to-face.  
• Plus, Shep and Phyllis discuss the importance of making sure customers understand what they are saying yes to, such as cookie banners and opt-in forms. Tune in! 

Quote:  

“When customers share information, they often want control over how and where it’s used. A company needs to respect those preferences and enforce them consistently.” 

About:   

Phyllis Fang is the Head of Marketing at Transcend, where she helps brands grow through customer trust, personalization, and digital transformation. Before working at Transcend, she drove key product marketing initiatives at Uber and has a strong background in e-commerce and digital marketing. 

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

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Closing the Gap Between Customer Expectation and Customer Experience 

Shep interviews Peter Cross, customer behavior expert, keynote speaker, and author of  Start with the Customer: How to Deliver World-Class Customer Service. He talks about the importance of company culture in delivering amazing experiences and how to close the gap between customer expectations and their lived experiences. 

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

1. How can brands empower employees to deliver exceptional customer experiences? 
2. What are the most common changes in customer expectations in recent years? 
3. How does technology, such as automation and AI, impact customer service delivery? 
4. How can organizations make customers feel valued, even when their requests can’t always be fulfilled? 
5. What role should leadership play in promoting a culture of excellent customer service? 

Top Takeaways:   

• Technology may be advancing quickly, but customer needs have stayed the same. Customers still want trust, transparency, inspiration, expertise, and genuine human connection. While new technology like AI and digital experiences can make customer service easier, it’s important not to lose sight of what customers truly expect from you.  
• Modern customers compare every experience they have to the best companies, not just  direct competitors. Brands need to aim for world-class service, no matter the industry, in order to thrive. 
• Customers are not always right. They sometimes have unrealistic expectations or behave poorly. Regardless, even though employees shouldn’t have to deal with unreasonable requests, they should always make customers feel valued and listened to. 
• Customers come with expectations, whether they say it or not. When there is a gap between what customers hope for and what actually happens, problems can occur. The goal is to always listen to what the customers need and aim to close the gap with every interaction.  
• Brands don’t need to go over the top to close the expectation gap. All brands need to do is what they promised their customers. When customers say, “they are always friendly, always helpful, always knowledgeable,” the word “always” in front of all those expectations describes where amazement happens. 
• Customer service is cultural. It’s a team effort. Every person in the organization, from the leadership to the newly hired employees, is responsible for delivering an amazing customer experience.  
• Customers are willing to pay more for service that is friendly and, more importantly, convenient. Making it easy and pleasant to do business with you should always be a top priority. Convenience and friendliness are more than just nice. They are what keeps customers coming back. 
• Plus, Shep and Peter discuss more insights from new research by the Institute of Customer Service (ICS) and Start with the Customer. Tune in! 

Quote:  

“How meeting customer needs may have changed because of technology, but the needs themselves haven’t changed at all. They still want to be inspired. They want trust, transparency, and connection.” 

About:   

Peter Cross is a customer behavior expert, consultant, speaker, and the co-author of Start with the Customer: How to Deliver World-Class Customer Service. He is Vice President at the Institute of Customer Service, an Ambassador for the Retail Trust, and a Leader in Residence at the University of Leeds.  

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

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How Authentic Ratings and Reviews Drive Customer Trust 

Shep interviews Allyse Slocum, Vice President of Product & Audience Marketing at TrustPilot. She talks about how customer reviews influence trust in businesses, the importance of authentic feedback, and key insights on consumer review habits and behaviors. 

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

1. Why are online reviews crucial for building trust between companies and customers? 
2. How can businesses ensure the authenticity of customer reviews in the age of AI-generated content? 
3. What is considered a credible rating on a 1 to 5-star review scale, and how can companies identify trustworthy feedback? 
4. Is it realistic for businesses to achieve perfect 5-star ratings from every customer, or does this raise concerns about review authenticity? 
5. What are the best practices for companies when responding to customer ratings and reviews, whether positive or negative? 

Top Takeaways:  

• Trust is the foundation of every successful relationship, whether between a company and a customer, an employer and an employee, or between two businesses. Customers are loyal to brands that keep their promises and deliver what they advertise.  
• Building and protecting trust should be just as important as selling products or services. When a customer’s trust is broken, even good customer service can’t fix it.   
• Reviews are like the digital version of asking friends for advice. Before making a purchase, 39% of shoppers read product reviews to decide if something is worth buying. Customers often check reviews multiple times and look for feedback from others before spending money. 
• Not every review online is real, and many customers worry about fake reviews, both negative ones from competitors and positive ones meant to make a business look better. Technology is getting better and better at identifying and removing fake reviews. Additionally, content integrity specialists make sure that the technology is working and find patterns to detect fake reviews. 
• Trust can still be earned after a negative review. When a business openly responds to its reviewers, especially those who had a bad experience, it shows they care. A company that replies thoughtfully, tries to fix problems, and says thank you for kind words earns more trust from customers and future shoppers. 
• The number of reviews and how recent they are play a big role in building trust. Fresh reviews mean that a business is active, while old reviews might make customers wonder whether things have changed. 
• Customers are more likely to leave a review after a positive experience (56%) than a negative one (38%).  
• Automating review requests helps collect opinions from all types of customers, not just the ones with extreme feelings. Asking for reviews automatically at key points (such as after a purchase or service) makes it easier to get more feedback. The more feedback you have, the more your ratings reflect the real experience customers have.  

Quote:  

“Trust is an incredibly important thing that needs to happen between any two parties, whether that is business to consumer, business to business, or even employers and employees.” 

About:   

Allyse Slocum is the Vice President of Product & Audience Marketing at Trustpilot, where she specializes in building trust between consumers and businesses through reviews. She is dedicated to using data and technology to ensure the authenticity of reviews, helping businesses improve and maintain customer trust. 

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

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