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This episode explores how customer experience can drive real business growth, not just satisfaction. Jim Tincher shares insights from over 800 B2B interviews, practical frameworks like the LEAD model, and real-world examples from companies like Dow. Learn actionable steps to unlock growth hidden in your best customers.
This episode is brought to you in partnership with the Connect Expo Series. Taking place in Atlanta on September 9th and 10th, 2026, the Connect Expo Series brings together three co-located events: Customer Connect Expo, AI Connect Expo, and Cloud Connect Expo.
Together, the series explores the technologies and strategies shaping the future of customer experience, artificial intelligence, and cloud innovation. Across the show floor and conference stages, attendees will hear from leading keynote speakers, discover the latest digital solutions, and connect with the people helping organizations transform how they work and serve their customers.
As a listener of The Business Transformation Pitch, you're entitled to a complimentary ticket by using the discount code CXGOAL100 at checkout.
To get your complimentary ticket: https://www.customerconnectexpo.com/registration?utm_source=ptn_cxgoalkeeper&discount_code=CXGOAL100
About Jim Tincher:
Jim Tincher helps manufacturers grow — not by chasing new customers, but by deepening the relationships they already have. As founder and CEO of Heart of the Customer (HoC), which he launched in 2013, he shows manufacturing companies how the way they serve customers translates directly into retention, wallet share, and revenue. Jim leads the Advanced Manufacturing CX Consortium, a benchmark of nearly 10,000 manufacturing customers that reveals what actually drives customers to expand a supplier relationship — and where companies quietly lose business they assume is secure. His work connects the dots most organizations miss: how a service interaction, a resolved issue, or a delivery experience becomes the reason a customer buys more or walks away. Before founding HoC, Jim led customer engagement initiatives at Best Buy and UnitedHealth Group. He is a Certified Customer Experience Professional (CCXP), formerly served on the CXPA Board of Directors, and currently leads its research committee. He is the author of Do B2B Better: Driving Growth through Game-Changing Customer Experience.
Key Highlights:
- Satisfaction is not enough: Most satisfied customers do not plan to grow with you. Focus on value instead.
- Feeling valued drives growth: Customers who feel valued above expectations are five times more likely to grow.
- Follow a clear hierarchy: Fix operational basics first, then build confidence, value, and finally partnership.
Chapters:
0:00 - Intro
0:35 - Business Transformation Overview with Guest
1:27 - Largest Career Impact: Connecting Customers to Journey Mapping
2:02 - Mission: Reforming Customer Experience for Growth
2:50 - Driving Growth in Customer Experience: Insights from Interviews
6:59 - Building Customer Value: The Hierarchy of Experience
11:01 - Implementing the Growth Chain: Metrics for Success
13:43 - Organizational Stability: Essential for Value Creation
15:31 - Case Study: Dow's Journey to Improve Customer Experience17:53 - Learning from Experience: Avoiding Pitfalls in Customer Engagement
19:35 - Quick Fire Round: Insights from Industry Leaders
22:44 - Key Takeaway: The Importance of Customer Valuation
23:40 - Conclusion and Audience Engagement
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About the host:
Gregorio Uglioni is a seasoned transformation leader with over 15 years of experience shaping business and digital change, consistently delivering service excellence and measurable impact. As an Associate Partner at Forward, he is recognized for his strategic vision, operational expertise, and ability to drive sustainable growth. A respected keynote speaker and host of the well-known global podcast Business Transformation Pitch with the CX Goalkeeper, Gregorio energizes and inspires organizations worldwide with his customer-centric approach to innovation. Follow Gregorio Uglioni on Linkedin: https://www.linkedin.com/in/gregorio-uglioni/
