113 | The Future of Customer Experience in the Trades: Human First, AI Second with Brigham Dickinson

Episode Number: 113

Date: November 3, 2025

Duration: 40:58

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Brigham Dickinson

Company: Power Selling Pros

Guest Website: powersellingpros.com

Summary

Brigham Dickinson returns for his third appearance to tackle the big question on every owner’s mind: how does AI reshape customer service in the trades? He argues AI is a tool—not the boss—and the companies that win will double down on human connection while using technology to create more presence, speed, and consistency. We compare “McDonald’s vs. Chick-fil-A” service models, talk PE expectations and margins, and walk through concrete ways CSRs and techs can use AI to be more human (not less). You’ll hear Brigham’s Australia story about prepping contractors for tech adoption, why fear of AI is mostly noise, and a 5-part framework (Faith, Forgive, Founder, Feel, Finish) to strengthen body, mind, and spirit so you can lead with clarity in an AI world.

Takeaways

• AI is a lever, not a leader. Use it to coach, prep, and speed up work—but keep people front-and-center on the phones and in homes.
• Pick your model on purpose. “Endless sameness” call centers race to the bottom; a Chick-fil-A-style, human-first approach protects margins and loyalty.
• Presence sells. Great CSRs ask, listen, and surface unspoken needs—turning $200 service calls into comprehensive solutions.
• Technicians: let customers shop. Don’t wallet-judge. Offer modern options (e.g., comfort, IAQ, zoning alternatives) and let the homeowner decide.
• Adopt, don’t abdicate. Test tools, learn from peers, and integrate AI where it makes sense—without surrendering your standards or culture.
• Lead the whole person. Brigham’s “5 F’s”—Faith, Forgive, Founder, Feel, Finish—keep leaders grounded amid rapid change.

Chapters

• Why AI Anxiety Is Overblown (and What to Do Instead)
• McDonald’s vs. Chick-fil-A: Two Service Models, Two Outcomes
• The CSR Advantage: Turning Needs Into Solutions
• Techs: Stop Wallet-Judging, Start Option-Building
• Adopting AI Without Losing Your Soul (or Margins)
• The 5 F’s: Faith, Forgive, Founder, Feel, Finish
• Action Plan for Owners: Train Humans, Let AI Assist

Keywords

#FreedomBlueprintPodcast #BrighamDickinson #PowerSellingPros #HomeService #HVAC #Plumbing #Electrical #CSR #CallCenter #CustomerExperience #AIInTrades #ServiceTitan #ChickFilAModel #McDonaldsModel #SalesProcess #TechnicianTraining #UpsellEthically #PrivateEquity #BusinessLeadership #Mindset #FaithAndWork #SmallBusinessGrowth