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Discover what’s broken in the customer experience world with Tema Frank


In this week’s episode of The CEO Warrior Podcast , Mike Agugliaro interviews Tema Frank. Tema is a best selling author, international speaker, and consultant. Tema Frank has over three decades of experience in business, marketing strategy, usability testing, and customer experience improvement.

Main Questions Asked:

  • What is broken in the customer experience world?
  • What is the competitive advantage of great customer service?
  • How do we know if our customer experience is good or bad?
  • What kind of feedback should we listen to?
  • How do we improve the culture to customer service issue?
  • What do you look for when bringing on new customer service people?
  • Do companies have a choice to improve?
  • What are some action items we could take away today?
  • What is one piece of wisdom you want to us to keep in mind for the next few years?

Key Lessons Learned:

Customer Experience

  • Many companies don’t believe the customer experience is important.
  • Customers can share a bad experience far and wide via social media.
  • Some companies have a protected market which means they don’t need to improve very much.
  • Technology is disrupting even entrenched industries.
  • Competition is getting fierce, customers will go to the companies that treat them best.
  • Creating a connection can help build loyalty.
  • Most customers won’t let you know your service is bad, they’ll just leave. Don’t wait for your customers to disappear.
  • It’s less expensive to keep a customer happy than it is to find a new one.

Getting Feedback

  • Talk to your customers. Ask them questions about how they feel about your business.
  • Surveys work but the response rate is going down.
  • Giving them an incentive to respond isn’t necessary if you’re providing a personal point of contact.
  • Complaints or refunds are obvious hints of a bad experience.
  • Defects could lead to complaints and refunds.
  • Unhappy staff can lead to unhappy customers.

3 P’s

  • Promise: Why do you do what you do?
  • People: Everyone involved in your business impacts your customer experience.
  • Process: Understand what needs to be changed internally in order to serve customers better.


  • Changing a business culture starts with a leader.
  • Listen to what your customers are saying.
  • Listen to your staff and see what can be changed from a customer perspective.
  • Some employees will resist change and may need to be eased out.
  • Almost no one decides to give poor customer service.
  • Most people want to do good work.
  • Our society has moved away from empathy and connecting with each other.

Hiring for Customer Service

  • Look for empathy in your candidates.
  • Look for attitude first.
  • You can train the technical skills later, attitude is harder to change.

Action Items

  • Talk to your customers, what is their experience, what would they change to make your business better?
  • Talk to your frontline people, what are they hearing, what are the problems they see?
  • Gather your team and discuss the feedback.

Final Tips

  • Always keep the customer’s perspective of your business in mind.
  • Talk to your customers one at a time. Find out what they think you’re doing right and what you’re doing wrong.
  • If your company isn’t improving, it’s dying.
  • Customers rule. Take your customer’s needs seriously if you want to survive.

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!

Links to Resources Mentioned

Canada’s Best Employers for Women Book

Frank Reactions Podcast

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