Why Customer Satisfaction Hasn’t Budged in 30 Years: Two new guest experts tell us why

In this milestone episode, The Intuitive Customer undergoes a transformation. Colin Shaw announces a step back from the regular hosting role, prompting a fresh chapter in the podcast’s evolution. Hosts Colin Shaw and Professor Ryan Hamilton introduce two new expert contributors — Dr. Morgan Ward, a consumer psychologist, and Ben Shaw, a brand strategist — to bring fresh perspectives on customer behavior, brand experience, and the future of CX.

Together, the four hosts discuss the state of customer experience today, particularly in light of the stagnant growth in the American Customer Satisfaction Index over the past three decades. They debate metrics versus meaning, the enduring value of physical retail, and the coming wave of non-visual AI-driven brand interactions. The episode sets the stage for a broader, more dynamic take on what it means to truly understand and serve customers in the modern age.

Quote of the Episode

"We're using metrics that are more relevant to the business than to the person actually experiencing the brand."

— Dr. Morgan Ward

Key Takeaways

Customer satisfaction has plateaued: The American Customer Satisfaction Index has barely moved in 30 years, despite huge investments in CX. This calls into question the effectiveness of current CX strategies.

ROI needs to be central: CX professionals must link experience improvements directly to financial returns if they want continued investment.

Metrics can be misleading: Overly relying on simplified metrics like NPS can lead organizations astray, especially when they’re gamed or don’t reflect real consumer emotions.

Retail is making a comeback: Resurgence in physical retail’s emotional power especially among younger consumers who crave tactile experiences.

The future is voice-first: How AI-driven, non-visual brand experiences will redefine customer interaction demanding new forms of design thinking.

Dual focus is key: Brands must balance operational improvements today with strategic planning for a fast-approaching future filled with disruptive technologies.

Resources Mentioned

American Customer Satisfaction Index (ACSI):

www.acsi.org — Independent benchmark of customer satisfaction in the U.S. since 1994.

About the Hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 284,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience, Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World’s Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book called “The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things” Harvard Business Press 2025 

Follow Ryan on LinkedIn.

Ben Shaw

Ben Shaw is Chief Strategy Officer at MullenLowe UK, having also led strategy at BBH and worked client-side with fast-growth start-ups Wheely and Unmind. He’s passionate about how brands can challenge culture convention and create ideas people want to spend time with, working on brands like Audi, Google and Burger King.  Beyond advertising, Ben champions mental health awareness and rare disease research, drawing on both personal experience and professional curiosity.

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Morgan Ward

Morgan Ward, Ph.D. is a marketing scholar and former professor at Emory University and Southern