How To Bring Customers Back (Podcast Summary)

How To Bring Customers Back (Podcast Summary)

Doing CX Right podcast show on Spotify with host Stacy Sherman
Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman
DoingCXRight on Google Podcasts with host Stacy-Sherman.
Doing CX Right on Listen Notes with host Stacy Sherman

I recently featured Shep Hyken, a customer service, and customer experience expert, on my podcast about how to get and keep loyal customers. One of the most fundamental rules of business is that it is much better to have a customer come back five times than to have five one-time customers. Unfortunately, this is easier said than done. Here are a few tips on how to transform your company’s customer experience and grow a loyal customer base.

Repeat Business is Not Loyal Business

Some companies tend to confuse and equate these two terms. We’ve all heard of “loyalty” programs at places like grocery stores or dining establishments. However, it’s not a loyalty program; it is a marketing program. If you were to take away those perks associated with the loyalty program, would they come back? The answer is likely no. Shep discussed that “Repeat customers are gold. Loyal customers are sacred.” The goal is to create a loyal customer who wants to give you their business again and again while talking about your business to their friends and families, whether they are being incentivized or not.

How do you get loyal customers?

Hyken shared that companies must be “Always Friendly, Always Knowledgeable, Always Helpful.” Your customers need to be confident that they can always count on you to fix problems that may arise for them. The most important measurement in determining the success of your efforts to gain loyal customers is, “Do they come back?” Somebody that comes back is more likely to spend more, trust you more, and turn into a loyal customer. Look at the data, be the expert resource to solve their problems, and loyal customers will come.

Find Out Your Why

CX leaders agree that finding out your why regarding customers coming back or not is a vital piece of success in gaining loyal customers. You need to listen to what your customer is saying on the front line and use it to improve your customer experience processes. For a great example of this, look no further than Bill Gates himself, who decided to spend a day taking customer service calls to learn more about what his consumers were saying about Microsoft. Understanding your why as a business is a crucial step to gaining loyalty from your customers.

Get Your Employees Engaged

We’ve all heard about the importance of fostering company culture. However, so many companies struggle to succeed at doing this. First and foremost, you need to instill a clear, defined vision of what your customer experience is supposed to be. Think about the Ritz Carlton for example. Their customer experience mission statement very simply states, “We are ladies and gentlemen serving ladies and gentlemen.” The easier the customer experience statement is to understand, the easier it will be for your employees to enact it. Constantly communicate this vision and train your staff on it, and loyal customers will follow.

Acknowledge Customer Experience Accomplishments

Remember to congratulate and acknowledge customer experience accomplishments. Too many
companies fall into the trap of thinking that positive feedback from customers is the “expectation,” while pointing a magnifying glass at the negatives. The best company cultures that foster loyal customers are the ones that acknowledge and reward a good customer experience from their staff to help incentivize them to do those great things again and again. As Shep Hyken agrees, the difference between being a shipping company and being Amazon is in the ability to foster loyal customers.

Get More Tips About Bringing Customers Back

Listen to Shep Hyken and Stacy Sherman’s full discussion on DoingCXRight®‬ Podcast HERE. Also available on Apple, Spotify, Amazon, GoogleiHeart Radio +


Check out Stacy Sherman’s Two Episodes on Shep Hyken’s Amazing Business Radio Show

Creating Wow Moments By Simply Being Human 

Diversity and Inclusion within CX

Getting Customers Back To Buy Again & Again

Getting Customers Back To Buy Again & Again

Doing CX Right podcast show on Spotify with host Stacy Sherman
Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

Stacy Sherman interviews NY Times best-selling author, speaker, and customer service expert, Shep Hyken, in her debut podcast to discuss how brand leaders can get customers back to buy again and again and stay brand loyal.

During the episode, you’ll learn:

  • What does customer loyalty really mean?
  • What are proven tactics to get repeat customers?
  • Which brands are doing customer experience right and how best to measure CX?
  • What are actionable tips to build a business culture where employees are committed to driving customers back?

And so much more.


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Want to hear more from Stacy Sherman and Shep Hyken?

Check out Shep’s Amazing Business Radio about Diversity & Inclusion within CX -> HERE

And, how to advance CX through voice of customer best practices -> HERE.

About Shep Hyken ~ Getting Customers Back

Shep is the CAO (Chief Amazement Officer) of Shepard Presentations. As a customer service and experience expert and keynote speaker, Shep works with companies that want to build loyal relationships with their customers and employees. His focus is on delivering amazing customer service, customer engagement, managing the customer experience and creating customer loyalty. He is a hall of fame speaker (National Speakers Association) and a New York Times and Wall Street Journal best-selling author.

When you hire Shep to present a customer service or customer experience speech, your audience will leave with tools, ideas and concepts that they can put to use immediately. Shep combines important information with an entertaining and engaging style to create exciting programs for his audiences. Shep promises to deliver one of the most exciting and memorable speeches you and your audience will ever experience!

About Stacy Sherman: Founder of Doing CX Right®‬

An award-winning certified marketing and customer experience (CX) corporate executive, speaker, author, and podcaster, known for DoingCXRight®. She created a Heart & Science™ framework that accelerates customer loyalty, referrals, and revenue, fueled by engaged employees and customer service representatives. Stacy’s been in the trenches improving experiences as a brand differentiator for 20+ years, working at companies of all sizes and industries, like Liveops, Schindler elevator, Verizon, Martha Steward Craft, AT&T++.   Stacy is on a mission to help people DOING, not just TALKING about CX, so real human connections & happiness exist. Continue reading bio >here.

Diversity & Inclusion Within CX

Diversity & Inclusion Within CX

I recently had the opportunity to join Shep Hyken’s Amazing Business Radio to discuss the importance of Diversity and Inclusion and its impacts on the customer experience (CX).  During the episode, you’ll hear us dive deep into several topics such as:

  • Why do diversity and inclusion matter?
  • How do diversity and inclusion relate to the CX?
  • What do you do when you see (bullying, rudeness, or insensitivity) in the workplace?
  • When do you step as a difficult situation arises?
  • How do you protect employees from racist or other difficult encounters?
  • At what point do you say my employees are more important than a sale?

I encourage you to listen and adopt the best practices discussed. Let’s have uncomfortable conversations to drive positive changes for all humans.



Top Takeaways:


  • Even though it was just women’s history month it shouldn’t be the only time you think about diversity and inclusion. Good practices around diversity and inclusion should happen every day.
  • Anyone can be a leader no matter their gender, race, religious belief, sexual orientation, or gender identity.
  • It’s important and necessary for leaders to have uncomfortable conversations around diversity and inclusion.
  • Businesses need to get feedback from a variety of customers.
  • Allow a diverse group of employee’s voices to be heard.
  • Keep diversity and inclusion in mind when dealing with employees as well as customers.
  • As a leader when a difficult decision comes up, what’s most important is how you adapt and handle the situation.
  • Be a strong leader and address issues of diversity within your team head-on.


“Even if you’re in the back office supporting fellow employees or you’re supporting the server who brings the dish out the guest, you matter, and you have a CX job.” -Stacy

“Whether you’re male or female don’t care teamwork makes it happen.” -Stacy

“Increase your empathy. Walk around every day more empathetic because you’ll see things that you wouldn’t have seen before.” -Stacy



Stacy Sherman: Customer Experience (CX) pioneer, known for humanizing business, leading with a heart, and DoingCXRight® not just talking about it.
Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

What are your views about Diversity and Inclusion?

Have you had a workplace experience that provides valuable lessons? Please share and keep the conversations going to drive awareness and support for colleagues, customers, friends, family, and strangers too.