Why Customer Feedback, Trust, and Human Decision-Making Matter More than Ever
Shep interviews Rachel Orston, Chief Customer Officer at Instructure. She talks about how human judgment and transparent feedback loops are competitive advantages in an AI-driven world.
This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:
How do companies build trust through customer feedback?
Why is human judgment important in customer service?
How should businesses handle negative customer feedback effectively?
How should companies train and enable customer support employees?
Why is human judgment becoming more valuable than AI in customer service?
Top Takeaways:
Customer feedback should be accessible across the entire organization. It shouldn’t live only with the customer service or CX team. Employees in product, finance, legal, HR, and other departments should understand how customers feel and what they need.
Customer feedback must be responded to. Closing the feedback loop builds trust. Asking for feedback isn’t enough. Let customers know what you’re doing with the feedback. You can’t say yes to every request, but transparencey shows customers have been heard.
Judgment grows through repeated practice, review, listening, verification, and case-by-case decisions, not a one-time lesson. The information is there. Data and knowledge are far more accessible now, thanks to AI, than before. Companies that want employees to exercise good judgment must give them the opportunities to practice it.
Customer service goes beyond solving problems and answering questions. It is also about nurturing customer relationships and building trust.
Automating every entry-level tasks for new employees can take away the opportunity to learn. When companies choose to use AI to eliminate all the easier, entry-level work, new employees may lose the foundational experiences that teach them how to handle more difficult situations. The easy work is where employees develop judgement, critical thinking, and confidence.
Plus, Shep and Rachel discuss how human judgment can help companies safeguard against AI errors. Tune in!
Quote:
"The voice of the customer should be accessible to everyone in the company. Whether someone is in finance, legal, HR, or the front lines, everybody should know how customers feel about us in real time."
About:
Rachel Orston is the Chief Customer Officer at Instructure, where she leads global customer success, support, and services to help educators and learners thrive in a rapidly changing ecosystem.
Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.
Learn more about your ad choices. Visit megaphone.fm/adchoices
