In any interaction with a customer there is an exchange of some kind, sometimes there is a cost for the customer when buying a service or product, other times it might be giving advice, instruction, a tip. Whatever it might be, it has to be the right thing for them, which lends to a great customer experience.

Author of The E-Myth, Michael E Gerber explains that in a business you take on 3 roles, that of Entrepreneur, Manager, and Technician. As a technician in your business, you are actually doing the job, and it isn’t as simple as just fulfilling the service requirements at hand. It’s more than ticking a box on a checklist and giving the customer what they need in the moment. It’s about delivering a great customer experience in a way that is effortless and authentic. We can help you be a great technician so that you can focus on growing your business (being an Entrepreneur), and performing the day to day tasks (being the Manager). 

We’ve spoken to consumers and also looked at our own buying experiences, and have found that the interactions with businesses are ok at best. The general feeling is that as consumers we’re not treated as an individual and seen as just a “sale”.   

The following verbatims are from customers who engaged with a business and had a negative experience:

“I called a business asking about their services and for a few minutes they told me about their processes and expectations, and told I had to pay upfront. I felt uncomfortable and didn’t go ahead with booking and appoinment. I called a different business and had a similar conversation, except they didn’t tell me about all the rules and it made talking to them so much better. The person I spoke with asked me questions, I was made to feel welcome and the next steps were explained. I booked an appointment straight away.”

“I needed help when booking an appointment at wellness center and the person I spoke to told me about their processes and that I had to pay upfront. I felt uncomfortable about paying for something first and didn’t go ahead with booking and appointment. I called a different business and had a similar conversation, except they didn’t tell me about all the rules and it made talking to them so much better. The person I spoke with asked me questions, I was made to feel welcome and the next steps were explained. I booked an appointment straight away.”

“I recently found out that I was paying for insurance on a home that I no longer owned or lived in, even though I had called to cancel the policy.  When I called the insurance company I spoke to 5 people before anyone understood and took responsibility, and arranged for a refund of 12 months worth of payments. I should’ve picked this up earlier so I was feeling pretty low about it, and actually felt worse after speaking to people in customer service who were supposed to help me.”

Some questions to consider:

How are you helping customers?

What are you doing to make the process/inquiry/interaction easy for a customer?

What can you do on the next call that will create a great experience for the customer?


We can help turn negative experiences around through:

  • Training delivery.
  • Coaching for sales, performance, leadership, coach the coach.
  • Quality assurance through call recording and compliance.
  • Change management to facilitate team alignment and improve workplace culture.
  • Instructional design of new and existing training programs including self paced learning via online modules, Facilitator Guides, Participant Guides, online assessments, content curation and content review.
  • Discovery workshops to define values and goals.