“Customer loyalty isn’t built on a single transaction—it’s built on consistent, memorable experiences that exceed expectations. In today’s fast-paced world, businesses that prioritize genuine connection and continuous improvement will always come out on top.”
– Roger Knecht
In today’s fast-paced and ever-evolving business world, customer experience has become a pivotal factor in determining long-term success. Gone are the days when traditional marketing alone could drive sustainable growth. Now, businesses must focus on earning customer trust, fostering loyalty, and standing out in a sea of competitors. Roger Knecht, President of Universal Accounting Center, has made it his mission to equip business owners with the tools and strategies needed to do just that. With years of experience helping entrepreneurs transform their operations, Roger brings a unique perspective on how customer feedback, online reputation, and employee engagement can elevate a company to new heights.
In this exclusive interview, Roger offers valuable insights on understanding customer scores, the importance of Net Promoter Scores (NPS), and how social proof plays a crucial role in modern business success. He also shares actionable strategies for improving customer satisfaction and fostering loyalty in an AI-driven world where personal connection often gets lost. Whether you’re a small business owner or an industry leader, this conversation is packed with wisdom that will help you create lasting impressions and turn satisfied customers into lifelong advocates.
Thank you so much for joining us, Roger! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
Thank you! I’ve always had a passion for helping businesses thrive. My journey began in finance and accounting, where I quickly learned that numbers tell a story about a business, but many owners weren’t fluent in that language. That inspired me to create the Universal Accounting Center, where we provide the training and tools entrepreneurs need to understand their financials and grow their companies. Over time, I saw that helping businesses was about more than just accounting—it was about customer experience, employee engagement, and innovative thinking. I love what I do because it gives me the opportunity to make a real difference in the business community.
Today, you’re here to talk about customer scores. For those unfamiliar with the term, what exactly is a customer score, and why is it important?
A customer score is essentially a measure of how well your business is serving its clients, based on their feedback. Think of it as a snapshot of customer satisfaction, loyalty, and experience. It could be derived from surveys, online reviews, or even direct customer interactions. It’s important because it directly impacts your reputation and growth potential. High customer scores show that you’re meeting or exceeding customer expectations, which leads to repeat business and referrals. Low scores, on the other hand, are a red flag that improvements are needed. In today’s competitive marketplace, understanding your customer score can give you a significant edge in delivering a better experience.
Why do you think customer feedback is such a crucial asset for businesses, especially in today’s AI-driven world?
While AI has brought incredible efficiencies and innovation to business operations, it has its limits. AI can’t replace genuine human connection. Customers crave a personal touch—they want to feel heard, understood, and appreciated. Customer feedback allows businesses to stay in tune with what their audience really wants. When businesses take feedback seriously and act on it, they build trust, which AI alone can’t achieve. Balancing the efficiency of AI with the empathy of human interaction is key to long-term success in any industry.
Can you explain what social proof is and how it’s impacting businesses today?
Social proof is the concept where people rely on the opinions and experiences of others when making decisions. In the past, we would turn to friends and family for recommendations. Now, we turn to online reviews, ratings, and testimonials. Positive social proof—like a high rating or glowing review—can encourage new customers to trust and engage with a business. On the flip side, negative reviews can turn people away. This has fundamentally changed how businesses operate because online reputation is now a critical factor in success. Companies can no longer rely solely on traditional marketing; they must actively manage their online presence and ensure customers have positive experiences worth sharing.
I’d love to know more about measuring customer loyalty. Can you walk us through what Net Promoter Scores are and why they matter?
Net Promoter Score, or NPS, is a widely used metric for assessing customer loyalty. It’s calculated by asking customers a simple question: “How likely are you to recommend this company to a friend or colleague?” Customers respond on a scale of 0 to 10. Those who rate 9 or 10 are considered promoters—loyal customers who are likely to recommend your business. Those who rate 7 or 8 are passives—satisfied but not particularly enthusiastic customers. And those who rate between 0 and 6 are detractors—unhappy customers who may spread negative feedback. NPS matters because it gives businesses a clear indicator of how well they’re doing in terms of customer satisfaction. A high NPS means you’ve built strong loyalty, while a low score signals potential issues that need to be addressed.
If a business notices its NPS dropping, what steps can they take to improve it?
Improving your NPS starts with listening. If you notice a drop, gather specific feedback from your customers to pinpoint what’s going wrong. Focus on the customer experience, especially in the first 100 days after a purchase—that’s a critical window for building a strong relationship. You can improve that experience by offering personalized follow-ups, addressing concerns quickly, and going the extra mile to show customers that you care. Simple things like thank-you notes, timely support, and follow-up calls can make a big difference. Ultimately, it’s about creating moments that exceed expectations and turning those moments into long-term loyalty.
Testimonials seem to be everywhere these days. How important are they, and how can businesses use them effectively?
Testimonials are incredibly important because they provide real, unbiased proof of the value a business delivers. Unlike marketing claims, which come from the company itself, testimonials come from actual customers, which makes them more trustworthy. Businesses should display testimonials prominently on their websites, social media pages, and marketing materials. Video testimonials can be especially powerful because they add a human touch and help potential customers connect emotionally with the brand. The key is to gather authentic testimonials that highlight the specific benefits customers received, making it easier for others to visualize their own positive experience.
What strategies can businesses use to encourage more customers to leave reviews or testimonials?
It’s all about making the process easy and timely. Ask for reviews right after a positive experience, when it’s fresh in the customer’s mind. Provide direct links to review platforms or use QR codes on receipts to make it convenient. Another great strategy is to get your employees involved. When employees ask for reviews directly, especially if they’ve provided excellent service, it adds a personal element that increases the likelihood of a response. You can also offer small incentives, like discounts or free products, to encourage participation. Just make sure any incentive doesn’t undermine the authenticity of the review.
Small businesses often face stiff competition. How can they differentiate themselves through customer experience?
Small businesses have a unique advantage—they can offer a level of personal service that larger companies often can’t. Differentiation comes from paying attention to the details. This could mean personalized thank-you notes, beautifully packaged products, or thoughtful follow-up emails. For example, an HVAC company that puts on shoe covers before entering a home demonstrates respect for the customer’s space. These little gestures may seem minor, but they leave a lasting impression and set the business apart from competitors. The goal is to make customers feel valued at every stage of their journey.
How does recognizing employees contribute to better customer satisfaction?
Employee recognition is critical to creating a culture of excellence. When employees feel appreciated, they’re more likely to go above and beyond for customers. Recognizing team members who receive positive feedback boosts morale and motivates others to deliver outstanding service. It can be something as simple as a shout-out during team meetings or a formal recognition program. By showing employees that their efforts matter, you create a work environment where exceptional service becomes the norm—and that directly improves the customer experience.
You’ve provided some fantastic insights. Is there anything else you’d like to add before we wrap up?
Just to summarize—social proof, Net Promoter Scores, and testimonials are essential tools for any business looking to grow and succeed. By actively listening to your customers, acting on their feedback, and creating memorable experiences, you can build strong, lasting relationships that fuel your success. For anyone interested in diving deeper, I encourage you to visit Universal Accounting Center’s website and check out our free Business Score assessment. It’s a valuable tool for identifying areas of improvement and driving growth.
How can our readers further follow your work online?
You can visit our website, Universal Accounting Center, where we offer free resources, including the Business Score assessment. You can also find me on LinkedIn and tune into our podcast, where we discuss more strategies for business success. I’d love to connect with your readers!
Thank you so much, Roger. This has been a fantastic conversation!
My pleasure. Thank you!
Don’t miss this insightful episode with Roger Knecht, where he delves into the importance of customer feedback, explains how to leverage Net Promoter Scores, and reveals practical strategies to elevate your business—tune in now! Listen here.
