Some companies spend thousands trying to fix the wrong problem.
They revamp branding, redo websites, run ads, or update their technology. And when customer loyalty still doesn’t improve, they look around confused.
The truth? It usually comes down to this:
How your people treat your people.
Customer service is the front line of your brand — and yet, it’s often the most overlooked. Not just in training, but in culture. In mindset. In how people inside the organization treat one another, long before a customer even enters the picture.
“You’re not in the pharmacy business. You’re in the people business,” Scott Deming tells teams.
“And if your internal team isn’t thriving, your external service doesn’t stand a chance.”
That’s why hiring a customer service speaker is not just a feel-good line item. It’s a strategic investment in your brand’s reputation, retention, and revenue.
The Forgotten Side of Customer Service
Most teams define “customer” the same way — someone who buys your product, uses your service, and leaves a review.
Scott challenges that definition.
“When I say ‘customer,’ I don’t just mean the people outside your organization. I mean your coworkers. Your internal customers. The people you rely on every day to get your job done.”
In other words: the way your team interacts internally is a direct reflection of how they’ll treat your paying customers. If there’s tension, blame-shifting, or lack of respect inside, it’s only a matter of time before it bleeds outside.
In Scott’s keynotes, he shares a concept that resonates across industries — internal customer service. It’s the foundational principle that says your team should treat each other with the same level of care, empathy, and professionalism you’d expect in a five-star experience.
Why? Because when people feel valued, they’re more engaged. When they’re more engaged, they go the extra mile. That mile turns into better service, better loyalty, and better business.
How One Salesperson Changed Everything
Scott doesn’t just talk strategy — he tells stories that hit home. One of his most requested examples comes from a kitchen remodel.
“My wife dragged me to showroom after showroom. And every single salesperson said the same thing: What’s your budget? What color cabinets do you want? It was all the same.”
Then, something shifted.
They walked into one more place — reluctantly — and were greeted by a young man who didn’t ask about colors or finishes. He asked about their life. About their kids. Whether they entertained. What kind of vibe they wanted to create in their home.
“That was it,” Scott said. “We didn’t care what he sold. We were going to buy it from him. Because he didn’t just sell cabinets. He sold us a better home. A better experience.”
And that’s what great customer service looks like.
It’s not transactional. It’s emotional.
The Emotional Branding Advantage
In Scott’s presentations, one truth always gets heads nodding:
Over 90% of decisions are made emotionally — and justified logically after the fact.
It’s not about whether your product is objectively better. It’s about how your customers feel in the process.
That’s where a customer service speaker like Scott stands out. He teaches teams how to lead with emotional intelligence. How to take everyday service interactions — emails, calls, in-person conversations — and turn them into brand-building moments.
Your team may already be competent. But are they memorable?
Scott shows them how to become unforgettable.
It Starts From Within
It’s easy to think customer service training is about teaching people how to say “thank you” and “please” — but that’s the surface-level stuff.
The real work begins behind the scenes.
In one of Scott’s recent blog posts, he quoted Richard Branson:
Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.
That’s not just feel-good theory. It’s fact.
When internal teams feel supported, respected, and part of something bigger, they don’t just meet expectations — they exceed them. They feel ownership. They protect the brand. And they do it without being asked.
Scott trains teams to build that kind of culture — one where collaboration is proactive, gratitude is expressed often, and feedback is delivered with empathy. He’s not offering vague motivational hype. He’s offering a system for long-term change that begins with how people treat each other on a Tuesday afternoon, not just how they perform on game day.
Why It Pays Off — Literally
There’s ROI tied to this work.
Companies with high employee engagement report 21% higher profitability and 10% better customer ratings. Poor service, on the other hand, is one of the top three reasons customers leave a brand — and it’s almost always preventable.
Hiring a strong customer service speaker is often the reset your team needs. Not because they lack talent — but because they’ve lost clarity on how much their day-to-day interactions matter.
Scott reminds them of that. He gives them the language, the mindset, and the emotional framework to reignite that connection — with each other and with customers.
“A powerful, emotional, one-of-a-kind brand experience will turn a typical customer into a raving lunatic loyal evangelist for life,” he says.
That kind of loyalty? It starts at the employee level.
If you’re planning your next company event, annual conference, or customer experience initiative, don’t overlook the power of service. It’s the one investment that pays dividends across every department.
Scott Deming doesn’t just speak on customer service — he speaks to the heart of it. To the culture. To the daily choices. And to the ripple effect that happens when your team feels empowered to serve — not just the customer, but each other.
That’s not just training. That’s transformation.
Explore Scott’s customer service speaker programs and discover how they can transform your team from the inside out.