{"id":4313,"date":"2021-06-07T12:25:53","date_gmt":"2021-06-07T12:25:53","guid":{"rendered":"https:\/\/www.acefone.com\/blog\/?p=4313"},"modified":"2026-04-13T07:08:17","modified_gmt":"2026-04-13T07:08:17","slug":"expert-opinion-interview-shane-goldberg","status":"publish","type":"post","link":"https:\/\/www.acefone.com\/blog\/expert-opinion-interview-shane-goldberg\/","title":{"rendered":"Expert Opinion: Conquer The Battleground Of Customer Service Challenges With Shane Goldberg"},"content":{"rendered":"

In the long haul, customer retention pays off better than acquisition\u2014this is why companies are focussing more on delivering a competent customer experience (CX) that makes clients stay.<\/span><\/p>\n

A <\/span>survey<\/span><\/a> conducted by Bloomberg Businessweek found that delivering a good customer experience is among the top strategic objectives for 80% of businesses. Moreover, a <\/span>Customer Management IQ survey<\/span><\/a> revealed that 75% of the customer experience executives and professionals rated customer experience a rating of \u20185\u2019 on the scale of 1-5, five being the most important.<\/span>
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Customer experience is a domain that requires consistent effort along with a sharp focus. Delivering a great customer experience creates a positive impact on customer loyalty, higher retention as well as increased lead generation.\u00a0<\/span><\/p>\n

Inside the Mind of Shane Goldberg<\/strong><\/h2>\n

In continuation of our \u2018Expert Opinion\u2019 series, today we have Shane Goldberg<\/a>, <\/span>Founder and Principal at CustCore Consulting, a specialist consultancy firm. He will be sharing with us his CX journey and valuable opinions in the customer service domain. Shane is also an experienced advisor at Healthscope.<\/span><\/p>\n

Here are some great insights from our exclusive interview with Shane, where he shares his best advice to businesses on how to deliver the best customer experience.<\/span><\/p>\n

1. What sparked your interest in customer experience? How did you enter this field?<\/h3>\n

I have always been interested in what makes customers use certain products and services over others throughout my career.\u00a0<\/span><\/p>\n

I started out as a product manager, trying to attract customers to my products and get them to keep using those products. I then moved into a program manager role, overseeing large corporate programs, and realised I really did enjoy the programs that focus on customer experience.\u00a0<\/span><\/p>\n

Later, I took a role in CX and eventually left my employer to set up CustCore Consulting\u2013\u2013a boutique customer experience consultancy that I have been running for the past six years.<\/span><\/p>\n

2. What is your approach while interacting with your customers?<\/h3>\n

My clients are small, medium and large organisations at various stages of their customer experience journey.\u00a0<\/span><\/p>\n

A significant part of what I do with less mature organisations is focussed on education\u2013\u2013showing them why customer experience matters to their success and how to focus on it. By using a few easy-to-understand frameworks, I help them to become more aware of their customers and significantly improve their experiences.\u00a0<\/span><\/p>\n

3. Is it tricky to deliver excellent service while interacting with a large number of customers? How do you prioritise your customers\u2019 needs?<\/h3>\n

If organisations have a large number of customers, a customer-centric culture is what is needed to ensure that excellent service is delivered to all. A customer-centric culture means everyone in the organisation understands how they impact CX and knows how to deliver a great experience. More than that, they actually want to deliver a great experience and strive for the same.<\/span><\/p>\n

4. What are some qualities that a person needs to be able to deliver excellent customer service?<\/h3>\n

While excellent customer service can be trained into someone, it\u2019s much easier for a person to deliver exceptional customer service if they have some innate qualities. These include a healthy dose of empathy, excellent listening skills and the ability to talk to customers in a way that puts them at ease.<\/span><\/p>\n

5. In your opinion, where are businesses lacking in providing a good customer experience?<\/h3>\n

Too many businesses focus only on certain parts of the customer experience and miss out on the true end-to-end experience of customers.\u00a0<\/span><\/p>\n

For instance, enterprises focus only on the sales experience and forget the fact that post-sales service and support are critical for customer retention. Many businesses also forget things like returns and billing as essential parts of the experience.\u00a0<\/span><\/p>\n

6. Tell us about a scenario where you had to give advice to a business keeping in mind their sales operations, strategy, process improvement and cultural change, all at once. \u00a0<\/span><\/h3>\n

I had a client where the focus before I came in had been all about revenue and very little about the customer. This organisation was bleeding customers and losing a lot of money (ironic given the focus on revenue).\u00a0<\/span><\/p>\n

The work I did with the organisation focused on all the aspects you refer to in your question. We developed a revamped strategy focusing on customer experience as a key component. Then, we reviewed the customer journey to identify key moments and redesigned processes (including both sales and service).\u00a0<\/span><\/p>\n

Along with that, we created a practical cultural change programme. This included working on both top-down (working with their leadership to focus on customers) and bottom-up (rolling out customer-focused training and changing scorecards) components to drive real change in the business.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n

7. As a customer experience specialist, what are some of the challenges that you look for and aim to solve?<\/h3>\n

I like to work with companies that are fairly early on in their customer experience improvement programmes. That way, I can help shape their strategy, and drive real change in the business. Specifically, if an organisation doesn\u2019t really understand its customers or has a culture that is not very customer-focused, those are the challenges I like to solve.\u00a0\u00a0<\/span><\/p>\n

8. What strategies would you consider while creating a business plan for an operations group?<\/h3>\n

There are a number of things to consider here, and the context is very important, so the answer will be from a generalised point of view. The key strategies I would consider include:\u00a0<\/span><\/p>\n