Customer Service: An Investment in Loyalty – Insights from Stacy Sherman & Seth Godin

by | May 10, 2024 | Featured Blog, Retention & Loyalty | 0 comments

Customer service isn’t merely a business expense—it’s an investment.

This was one of the main themes I explored with Seth Godin on my Doing CX Right Podcast, where he made provocative statements like “Customer Service is Free.” Are you wondering what that means?  Then, continue reading to learn how to turn every customer service interaction into an opportunity to build a loyalty-driven brand.

“Customer Service is Free”

During our podcast conversation, Seth discusses how the mindset shift from cost to investment begins with the realization that “Customer Service is Free.” He argues that the expenses we incur to deliver quality customer service must not be seen as costs but rather as investments with a high return. He underscored this by emphasizing that the goodwill generated by excellent customer interactions far outweighs the immediate financial outlay.

Listen to Doing CX RIght podcast episode 130 below

Breaking Down the Concept

  • Brand Loyalty: A satisfied customer is more likely to become a repeat buyer and brand advocate, spreading the word organically. This positive reputation diminishes the need for costly advertising campaigns.
  • Reduced Churn: When a brand demonstrates its commitment to listening, understanding, and solving customer issues, it reduces churn rates. Retaining existing customers is much cheaper than acquiring new ones.
  • Increased Value: Exceptional customer service increases the perceived value of your product or service, justifying premium pricing and encouraging upsells.

These benefits highlight that the perceived cost of investing in customer service is negligible compared to the long-term gains. 

How to consistently deliver outstanding customer service


Build Emotional Connections

Automation vs. Human Touch

Seth and I spoke about automation’s role in customer service and the need to balance it with human interaction. Automated systems can speed up responses and handle simple queries efficiently, but they lack empathy. Customers want to feel understood and valued. While automation can assist with efficiency, a human touch is indispensable for resolving complex issues and building relationships.

Empowerment and Autonomy

We also dived into empowering customer service representatives to make decisions that positively impact customer satisfaction. Seth’s point resonated deeply with me: when customer-facing employees have the autonomy to go the extra mile, they can leave a lasting impression that makes a brand memorable.  

Cultivate a Customer-Centric Culture


Training for Empathy

Customer service representatives need to be equipped with more than just product knowledge. Training programs should foster empathy, effective communication, and creative problem-solving. This comprehensive training ensures that employees can connect with customers deeper and resolve issues promptly and effectively.

Internal Feedback Loops

Internal feedback loops help companies identify areas for improvement and ensure that service aligns with customer expectations. Empower employees to provide insights and adapt the service strategy accordingly.

Measuring Customer Service Quality


Metrics that Matter

Traditional customer service metrics like response times are usefulbut they don’t fully capture customer sentiment. Seth and I discussed how vital it is to gather customer feedback that measures satisfaction and loyalty. Understanding what your customers think of your service can help refine your strategy to focus on improving meaningful metrics.

Transparency and Trust

Honesty, transparency, and consistency in communication are the pillars of building trust. We agreed that when mistakes occur, companies should own them, communicate the next steps clearly, and rectify the issue swiftly. This approach turns a potential negative into an opportunity for strengthening customer trust.


Seth Godin’s insights on customer service reaffirm that it’s not just a department—it’s a mindset that permeates the organization. Shifting our perception of customer service from an expense to an investment, nurturing emotional connections, empowering teams, fostering a customer-centric culture, and measuring quality is crucial to building a loyal customer base. Our conversation on the Doing CX Right Podcast reinforced that an exceptional customer service experience isn’t just possible—it’s transformative.

Watch Stacy Sherman and Seth Godin’s Conversation on Youtube

Learn How To Deliver Better Customer Service Through An Engaged and Valued Workforce.  Sign Up For My Linkedin Learning Self-Paced Course

Master Your Customer Experience and Service Skills with Stacy Sherman

*All views expressed are Stacys and do not reflect the opinions of or imply the endorsement of employers or other organizations.


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