The Power of Word of Mouth and Preventing Customer Frustration with John Goodman

Welcome back to All Things Considered CX! In today’s episode, Bob Azman sits down with CX legend John Goodman, for a fascinating conversation on the evolution of customer experience and the science behind customer loyalty.

From the basement of Harvard Law to pioneering the use of 800 numbers and developing cutting-edge economic models, John takes us through his decades-long journey shaping how companies listen to and delight their customers.

You’ll hear insights on the impact of regulatory changes—like the move to all-natural food colorings—and how communicating product changes can lead to customer friction.

John unpacks the all-important “rage study,” revealing why customer anger is on the rise, the shifting landscape of digital complaints, and what really satisfies (and delights) customers today. Plus, he shares how tapping frontline employees and leveraging AI can turn wild ideas into powerful innovations.

Whether you’re a CX pro or just interested in customer relationships, you’ll leave this episode with actionable strategies, compelling data, and some real talk about what it takes to build loyalty in today’s fast-changing world. Don’t miss John’s practical tips on using the voice of the customer, ROI modeling, and the secret power of transparency—plus some great stories from the front lines of customer service. Tune in!