Episode
185. What Customers Really Want with Rick DeLisi
- Podcast
- Commerce Untold
- Published
- Oct 7, 2025
- Duration seconds
- 1803
- Processing state
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- https://vimmi.net/mastering-ecommerce-marketing/185-what-customers-really-want-with-rick-delisi
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Summary
Host Eitan Koter opens this episode with Rick DeLisi, author and longtime customer loyalty researcher at GLIA, an interaction platform for banks and credit unions. Rick has spent years studying how everyday conversations with customers shape whether they stay or leave. He starts simple. People want what they want, their way, right now. That idea runs through the whole talk. Rick explains how to meet that bar by pairing quick, automated help for routine questions with a warm handoff to a person when things get complex. They get clear on measurement. Many teams launch AI without proving it works. Rick shares how to track real outcomes, not just fewer calls. Think cost to serve, loyalty signals, and what contact center patterns can tell the rest of the business, including marketing and product. Expect a plain take on trust. Rick suggests it is less about creating big trust moments and more about avoiding the small missteps that chip away at it. He shows how a smooth online to human transition, where the agent already knows who the customer is and why they reached out, can change the whole tone of an interaction. Listeners also hear the one question that best predicts future loyalty after a service moment, how much effort did that take. It is direct, easy to ask, and tells leaders where friction actually lives. Finally, Rick separates customer facing AI from internal AI. He covers how frontline teams can use AI to summarize, surface themes, and answer leadership questions in minutes, using the data from every conversation. If you lead service, marketing, or product, this chat gives you a simple path. Reduce effort, route the right way, measure what matters, and use what customers already told you to guide the next move. Website: https://www.vimmi.net Email us: info@…