Account Management Secrets Consistency Beats Heroics: Shep Hyken on Building B2B Customer Loyalty | EP60
Oct 24, 2025
Shep Hyken, a customer experience expert and New York Times bestselling author, discusses the critical differences between customer satisfaction and loyalty. He reveals that 'satisfied' customers can still leave, urging account managers to build genuine partnerships through consistent communication and effective problem resolution. Shep emphasizes that B2B clients now expect B2C-level experiences, offering a six-step playbook to enhance loyalty. He also highlights the importance of adopting a customer-focused culture and mastering service recovery to foster long-term retention.
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Satisfaction Is Dangerous
- 'Satisfied' customers often leave because satisfaction alone doesn't create reasons to stay.
- Account managers must aim for loyalty, not mere satisfaction, to prevent unexpected churn.
B2B Buyers Think Like Consumers
- B2B buyers behave like consumers and compare experiences to the best brands they've used.
- Account managers should adopt consumer-level conveniences like proactive tracking updates.
Proactively Communicate Like Amazon
- Communicate proactively about delays or status changes rather than waiting for customers to ask.
- Send relevant, timely updates so customers trust your process and avoid anxiety.
