Most companies claim to be customer-centric, but how many truly build relationships beyond a one-time sale? In this episode, Stacy Sherman sits down with Neil Hoyne, Google’s Chief Measurement Strategist and author of Converted, to explore how businesses can use data to earn customer trust, foster loyalty, and drive long-term value.

They discuss the reality about what businesses get wrong when measuring success—and why the most reputable companies focus on relationships, not just transactions.

Key Questions Answered:

• What’s the biggest mistake businesses make when using customer data?
• How do you turn first-time buyers into lifelong customers?
• What should leaders focus on when prioritizing customer lifetime value?
• Why is trust the most important (and often overlooked) metric?
• How can brands personalize experiences without being intrusive?

Doing CX Right Means…

• Understanding that not all customers are created equal—and treating them accordingly.
• Measuring success by customer relationships, not just revenue spikes.
• Focusing on earning the right to engage with customers over time.
• Using personalization as a tool for relevance, not just automation.

Key Topics & Actionable Strategies

1. Customer Lifetime Value vs. Short-Term Wins

Most companies obsess over the wrong metrics—clicks, conversions, short-term revenue. But as Neil explains:
“The best brands don’t just focus on acquiring customers. They focus on keeping them.”

Strategy: Shift from one-size-fits-all marketing to prioritizing high-value, long-term customers.

2. The Power of Trust in Customer Relationships

Trust is a company’s most valuable (but fragile) asset. Brands that bombard customers with irrelevant messages lose credibility fast.
“Every interaction is an opportunity to build—or break—trust.”

Strategy: Earning trust must be a KPI. Make every engagement valuable to the customer.

3. Personalization: Relevance Over Intrusion

Customers expect thoughtful, relevant experiences. But automation without strategy feels robotic.
“Personalization isn’t about using a customer’s first name. It’s about knowing when to speak—and when to step back.”

Strategy: Use data to enhance, not overwhelm. Meet customers where they are.

4. The ‘Dating’ Approach to Customer Engagement

Neil compares customer relationships to dating:
“You don’t propose on the first date. Businesses shouldn’t expect loyalty from a single purchase.”

Strategy: Build relationships in phases—start with trust, add value, and then grow the relationship.

Practical Takeaways You Can Apply Today:

• Audit your customer relationships. Are you focused on transactions or long-term engagement?
• Measure trust. Track how often customers come back—and why.
• Speak when it matters. Not every interaction needs to be a sales pitch.
• Rethink “best customers.” Focus on those who stay, not just those who buy once.

Companies Mentioned:

• Google – Insights on measurement, trust, and customer retention strategies.

Leadership Advice:

“Don’t settle for easy metrics. Challenge your team to measure what truly matters—customer relationships.”

Final Thought: Are You Prioritizing the Right Customers?

Many businesses chase bigger audiences instead of better relationships. After listening to this episode, ask yourself:
Are you measuring what truly matters in customer relationships?

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About Neil Hoyne:

Neil is the Chief Strategist at Google and the best-selling author of Converted: The Data-Driven Way to Win Customers’ Hearts. With more than 9,000 hours spent advising CEOs and boards on the intersection of technology, customer analytics, and marketing strategy, he has proven expertise in digital transformation with an emphasis on data integration, artificial intelligence, and machine learning. He has eight years of advisory and governance board experience ranging from start-ups to large public institutions. He is also a best-selling author, speaker, and holder of multiple patents on the use of data and technology to shape the customer journey.

About Stacy Sherman:‬

Stacy Sherman is a professional speaker, advisor, and founder of Doing CX Right® consultancy, helping companies build unbreakable loyalty across customers, employees, and partners for lasting retention and growth. With 25 years at top companies, a Marketing MBA, and certifications in Journey Mapping and UX, she provides a proven, research-backed framework that drives real business impact. A trusted, award-winning CX leader, Stacy is recognized as a Top Global CX Guru and ICMI Top 25 Influencer (2021-2025). She continues to shape the future of CX through LinkedIn Learning courses, workshops, best-selling books, and her award-winning podcast, equipping professionals with the strategies to deliver measurable results, competitive advantage, and enriched experiences.

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A Gift For You:

Do you want to know if your customer experience creates loyal advocates who genuinely love your brand? Are your employees inspired to champion your mission as others in your industry view you as the gold standard they strive to reach?

Take FREE CX Assessment to uncover:

• Barriers limiting your brand’s growth and impact.
• Factors that drive stronger customer connections and deeper loyalty.
• Strategies to create meaningful experiences that set your brand apart.

Doing customer experience the right way can transform your business and enrich the lives of the people you service. Don’t leave it to chance.  

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