The Leadership Habit How to Build Customer Loyalty that Lasts with Lisa Ford
How can companies improve customer experience in a world where expectations are constantly evolving? In this episode of The Leadership Habit podcast, host Jenn DeWall sits down with internationally recognized customer service expert Lisa Ford to explore how leaders can create a culture that drives customer loyalty, boosts satisfaction, and strengthens relationships with both new and existing customers.
Lisa shares simple ways organizations can provide great customer service. This can be done online, in person, and on social media. Every interaction should add value and encourage customers to return.
Meet Lisa Ford, Customer Service Expert
Lisa Ford is a globally recognized customer service expert, keynote speaker, and author of Exceptional Customer Service: A Guide to Delivering Exceptional Service. She created the bestselling video series “How to Give Exceptional Customer Service,” which held the #1 spot in the U.S. training market for five consecutive years.
Lisa has advised major companies, including Pfizer, Viacom, and Kaiser Permanente, and was inducted into the Speakers Hall of Fame in 2002. She currently serves as a faculty member at Crestcom International, where she helps leaders create lasting impact through exceptional customer relationships.
Customer Loyalty Begins with the Experience
According to Lisa, loyalty goes beyond a single transaction. It’s about building a meaningful connection that lasts. Customers may love your products or services, but if they don’t feel valued, they won’t stay loyal for long.
“A happy customer doesn’t just return—they become your advocate,” Lisa explains. “Customer experience is your greatest competitive edge.”
Beware of the Digital Disconnect
While technology can enhance convenience, it shouldn’t replace human connection. Lisa emphasizes that too many companies rely on chatbots or automated responses, forgetting that frustrated customers still want to talk to a real person. If your chatbot creates more friction than solutions, you risk losing customers. “Customers want speed and convenience—but also the human touch,” she says.
She encourages leaders to find the right balance between automation and human interaction. This is especially important on social media and self-service platforms. It helps ensure customer satisfaction remains high.
Her tip? Combine digital tools with real human support, and make it easy for customers to reach a person when needed.
3 Questions Every Leader Should Ask
Lisa offers a powerful reflection exercise for leaders who want to improve customer loyalty:
- Where are you hard to do business with?
- What’s the cost of a small mistake?
- What is your weakest link?
By regularly reviewing the entire customer journey, leaders can find hidden frustrations. They can fix these issues before they hurt the customer experience.
Hire, Train, Empower, and Recognize
Great customer service starts with great leadership. Creating a culture of customer loyalty starts with the right team. Lisa emphasizes hiring people with the right attitude, not just skills. Then, invest in training that includes both technical know-how and essential soft skills like empathy, communication, and listening.
And don’t stop there—employees must feel empowered to make decisions and solve problems. Leaders should also take time to recognize great service moments, reinforce the organization’s values, and share real stories of empowered behavior in meetings.
“If your team doesn’t feel appreciated or listened to, they won’t feel empowered to deliver your brand promise,” Lisa explains.
Keep the Customer Top of Mind—Always
Lisa shares one of her favorite exercises: keep an empty chair in every team meeting to represent the customer. This visible reminder helps ensure that every decision is made with the customer experience in mind.
Where to Find More From Lisa Ford
- Visit her website: LisaFord.com
- Connect on LinkedIn: linkedin.com/in/lisaford1/
- Reach out by email: lisa@lisaford.com
- Read Her Book: Exceptional Customer Service
Bring Great Customer Service to Your Organization
Lisa Ford’s approach to customer loyalty is part of Crestcom’s leadership development program. If your team is looking to improve customer experience, drive customer satisfaction, and retain more existing customers, we invite you to explore our Complimentary Leadership Skills Workshop.
You’ll gain practical tools to build customer relationships, align your team around service excellence, and turn every interaction into an opportunity to create a happy customer.
The post How to Build Customer Loyalty that Lasts with Lisa Ford appeared first on Crestcom International.