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Don Packett

Digital Customer Experience

Tech like call centres and bots are often the kryptonite of customer service. But they shouldn’t be, says Don Packett, chief growth officer at YOUKNOW.

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Don Packett is the chief growth officer at YOUKNOW, a business that helps organisations to have customer data at their fingertips, in real time, so that they can make informed business decisions for growth.

As chief growth officer, Don helps the business and the people in the team to grow, working on the conviction that by doing so growth will happen for their customers and their customers, too.

Don is almost fanatical about customer service and customer feedback, and the many ways technology can help companies to behave more like humans when they interact with their customers. He is also a standup comedian, coach, professional speaker and author.


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About This Recipe


80% will earn you a distinction in an exam, but counts for nothing in the world of customer experience. In fact, people who give you a 7 or 8 as a net promoter score are the passives. Only the 9s and 10s count.

And how do you get to 9 and 10? Through the simple customer experience process of listen, empathise and act - and by making sure that all your business processes and permissions empower your staff to do so, especially when they interact with customers via digital channels.

You also get to 9 and 10 by treating all feedback like a gift, which means enabling your business to get as much of it as possible, recognising its value and using it to inform decisions to make the business better.

What You'll Learn


If you’ve ever wondered about the intricacies and value of the net promoter score (NPS), this recipe is for you. Similarly if you are grappling with how to use technology to improve the customer experience your business offers.

You will furthermore learn that using digital channels do not absolve you from empathising with customers, the three steps in the customer service process and why feedback is a gift.

There are also valuable insights in how to use LinkedIn as a research tool and why “treat others like you would want to be treated” should no longer be your customer experience guideline.


Learn from someone who speaks from a position of real authority, perspective and experience.


Implement practical tips and techniques learned in the trenches - doing, rather than talking.


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