This episode exposes the uncomfortable truth that UCaaS vendors are spending millions on AI tools and marketing automation to re-engage the exact same leads they drove away with their own buying process. Brian delivers a four-part prescription for fixing B2B customer experience — from pricing transparency to respecting the buyer's timeline — and explains why the companies that simply make it easy to buy are the ones that will dominate. If you've ever tried to purchase business technology and wanted to pull your hair out, you need to hear this.

Chapters:
0:00 - Intro: You Ever Try to Buy a Phone System?
1:00 - The Buying Journey From Hell
3:00 - The Channel's Dirty Little Secret
5:00 - Vendors Made This Hard ON PURPOSE
8:00 - This Is a CX Problem Not a Sales Problem
12:00 - The Invisible Deals You're Losing
15:00 - The 4-Part Prescription to Fix It

When it breaks, who actually picks up the phone?

In this CX Without the BS - Quick Hit, I walk through the fastest way to spot a “support problem” before you’re stuck in ticket hell, porting delays, and finger-pointing.

Here are the two questions to copy/paste into an email to every vendor you’re considering:

When I need help, who do I call - and how fast do I get a real human?

If my bill comes in higher than the quote, what fees do you add that aren’t in the per-user price?

If they answer clearly and directly - good sign.
If they dodge - you just saved yourself a multi-year headache.

Most SMBs think they have a "tools" problem, stacking AI chatbots and complex routing while their actual front door—the phone system—remains completely broken. In this episode, we expose the "Invisible Failure" of missed calls and dead-end voicemails that are costing you deals every single day. You need to hear this blueprint for fixing your digital front door, auditing your communications in 30 seconds, and escaping the enterprise pricing games that treat you like a number, not a partner.

For years, the tech industry has blamed small and mid-sized businesses for stalled deals, ghosting, and indecision - but what if the real problem is us? In this episode of CX Without the BS, Brian Nichols turns the mirror back on vendors, advisors, and channel leaders who claim to care about customer experience while quietly sabotaging it with slow responses, rigid contracts, bloated quotes, and seller-first processes.

This is a blunt, no-fluff gut check for anyone selling into the 5 to 1,000 employee market. Brian breaks down five specific ways the industry is breaking the SMB buyer experience - and exactly how to fix it without buzzwords, gimmicks, or enterprise theater. If you care about liberty, trust, and actually helping people make confident decisions, this episode will challenge how you think about sales, CX, and who the process should really serve.

Most businesses chase attention by discounting, shouting louder, or copying whatever the biggest player is doing. But what if disruption doesn’t come from being cheaper, faster, or flashier - and instead comes from building trust, certainty, and emotional connection in a world addicted to transactions?

In this episode, I’m joined by Ryan Chute, partner at Wizard of Ads, to break down why relational brands beat transactional businesses every time. We dig into why price is a lazy differentiator, how culture quietly determines your brand’s fate, and why empathy must come before competence if you want customers and employees to actually trust you. This isn’t theory - it’s a raw, real-world conversation about sales, marketing, leadership, and building something people want to be part of.

Connect with Brian on LinkedIn!

If you have ever signed a contract that felt great on day one and confusing on month two, this episode is going to hit a nerve. Brian Nichols digs into why unified communications feels broken, why customers keep getting talked past instead of listened to, and why the industry keeps selling shiny features instead of fixing real problems.

In this episode of CX Without the BS, Brian is joined by Stephen Howard to pull apart the biggest lies in UCaaS, how mergers quietly wreck customer experience, and why transparency is the one thing vendors keep avoiding. This is a real-world conversation about trust, incentives, and what happens when companies stop treating customers like adults. No buzzwords. No fluff. Just the uncomfortable truth most vendors hope you never question.

This episode digs right into the stuff nobody wants to talk about — the uncomfortable, real-world truth hiding inside your customer experience. But instead of listing theories or waving around buzzwords, we bring in someone who’s lived this in the trenches. Across retail, small business, and even politics… the same patterns keep showing up. And if you miss them, you lose. Period.

In today’s conversation, I sit down with Bob Phibbs, The Retail Doctor, to unpack why stores lose sales they should have won, how customer experience is really created, why KPIs lie, and how pattern recognition is the secret weapon for neurodivergent entrepreneurs and sales pros. If you care about winning customers, keeping customers, and avoiding the trap of “we’re fine, it’s just the economy,” this is your episode. It’s punchy, practical, and absolutely loaded with takeaways you can use the second you finish listening.

Every CX leader loves to talk about metrics — average handle time, CSAT, NPS — but are we just chasing numbers without understanding what they actually mean? In this episode of CX Without the BS, we ask the hard question: are KPIs helping our contact centers grow, or are they quietly holding us back?

Justin Jones from SoniqCX joins the show to make the case for “Death to KPIs” — and to reveal why most companies are measuring success the wrong way. He breaks down how focusing on the wrong data drives robotic behavior, ruins agent morale, and turns customer service into a cost center instead of a profit engine.

We explore how “Key Revenue Indicators” (KRIs) can flip the script — turning every customer interaction into a measurable revenue opportunity. From incentivizing agents like salespeople to tracking lifetime value instead of handle time, Justin shows how this mindset shift builds loyalty, boosts retention, and increases profits.

The conversation also dives into the coming AI revolution — and why optimizing for the wrong KPIs could make companies “efficiently poor.” You’ll hear why most contact centers are one algorithm away from chaos and how human empathy, when measured and rewarded the right way, will always outperform automation.

If you’ve ever felt like your call center is stuck in the past, this episode will shake you awake. It’s time to stop worshipping KPIs — and start building customer experiences that actually grow revenue.

We break down the hype around AI in CX and show where it helps — and where it falls flat. You’ll hear the clear difference between “AI as a helper” and “AI as a wall,” plus the fastest ways to stop bots from ruining your brand.

Then we get real about the human touch. Why are customers begging to talk to a person again? We map the moments where empathy beats automation and how to build a clean handoff from bot to human without the headache.

We also expose the silent killers: accidental contact centers, broken basics, and score-chasing (NPS worship) that hides real problems. You’ll learn how to swap vanity metrics for actions that move retention, referrals, and revenue.

Finally, we connect the dot nobody’s talking about: happy teams create happy customers. We show the simple moves — empower, listen, remove red tape — that turn burned-out reps into loyalty machines. No buzzwords. Just what works.

In today’s conversation, we cut through the fluff and get brutally honest about where businesses are dropping the ball. From chasing shiny trends that don’t matter to ignoring the basics of how real people want to communicate, we break it all down in plain language. No jargon, no corporate double-speak — just a raw look at what’s working and what’s failing.

You’ll hear exactly how small and mid-sized businesses can stop playing catch-up and start competing at a higher level. We’re talking about the tools, strategies, and mindset shifts that make the difference between frustrated customers and lifelong loyal fans.

This episode isn’t just theory. It’s packed with real examples, real frustrations, and real solutions that you can apply right now. Whether you’re a business owner trying to make your company more customer-friendly or a technology advisor helping clients navigate the chaos, you’ll find tactical takeaways that actually move the needle.

By the end, you’ll walk away with a clear picture of what the future of communication looks like — and why the businesses that embrace it will win, while the ones who ignore it will get left behind. This is an episode you don’t want to miss.

If your business takes calls, answers emails, responds to website chats, or gets customer texts, then the truth is—you’re already in the contact center game whether you know it or not. The problem? Most companies don’t manage it intentionally, and the chaos is silently killing their customer experience.

In this episode of CX Without the BS, Brian breaks down why “just answering phones” isn’t enough anymore. Missed calls, scattered inboxes, and overwhelmed staff don’t just cause frustration—they cost you customers, burn out employees, and damage your reputation before you even know what’s happening.

We explore the difference between an accidental call center and an accidental contact center—and why every small business, credit union, retailer, HVAC company, and even dentist’s office is at risk of falling into this trap. If your customers can reach you on more than one channel, you’re already there.

Brian also exposes the five silent killers of CX: lost customers, lost productivity, inconsistent service, employee burnout, and reputation damage. More importantly, he lays out the practical steps to flip the script—mapping your chaos, centralizing communication, setting rules, supporting employees, and tracking what actually matters.

This isn’t about flashy AI, omnichannel buzzwords, or chasing the enterprise playbook. It’s about keeping things simple, intentional, and structured so you can finally turn chaos into a customer experience that actually works—for you, your employees, and most importantly, your customers.

CX experts Kate Nelson and Vicki Brackett join me to share unfiltered insights from decades in the trenches. You’ll hear how companies waste millions on tools they don’t need, overlook the people who actually use them, and skip the one step that could save them from disaster. It’s part myth-busting, part reality check, and 100% designed to help you avoid becoming the next cautionary tale.

We dig deep into the difference between knowledge bases and true knowledge management systems — and why getting this wrong creates chaos for your agents and frustration for your customers. You’ll learn how governance, employee feedback loops, and integrated systems can turn information into a competitive advantage instead of a liability.

We also tackle the AI problem head-on. Kate and Vicki reveal why AI without clean, centralized knowledge is a recipe for failure, how bad data silently sabotages CX, and why the “AI will replace people” narrative misses the point. Spoiler: the winners will be humans who use AI effectively, not the ones replaced by it.

Finally, we preview the upcoming Living CX & Transformation Networking Event in Salt Lake City — a one-of-a-kind, people-first experience with zero sales pitches, real conversations, and even an aromatherapy sound bath. If you’re tired of hearing the same old vendor-driven CX stories, this is your wake-up call.

In this episode of CX Without the BS, we tackle the often-overlooked truth about outbound sales: the customer experience starts the moment someone picks up the phone. Whether you're leading an SDR team, building pipeline from scratch, or trying to get more than "not interested" before the hang-up, this episode unpacks the foundational mistakes—and the practical fixes—that can turn dials into deals.

We sit down with John Karsant from LevelUp Leads, who manages a team of 40+ SDRs executing real outbound motions every day. He doesn’t sugarcoat it—most cold outreach sounds robotic, scripted, and forgettable. Together, we break down how tone, timing, and real human conversation create the kind of authentic connections that lead to pipeline growth (not just boxes checked on a call log).

But it’s not just about calls. This episode explores how to build authentic presence on LinkedIn, why political signage matters in marketing, and how to stop treating every “no” like a full stop. Spoiler: most “no’s” are actually “not right now,” and we show you how to stay top-of-mind until it becomes a yes.

You’ll also hear sharp insights about multi-threaded outreach, how SDRs can block objections before they arise, and why leaning too hard on AI might be the biggest BS in outbound right now. If you're tired of sales being treated like a numbers game and want to focus on real human connection, this is your cheat code.

By the end of the episode, you'll walk away with an upgraded playbook for outbound CX—from how you speak to what you post to how you follow up. It’s raw, it’s real, and it just might change how you train your team this quarter.

In today's episode of CX Without the BS, we're diving into one of the most critical decisions SMBs make – choosing the right UCaaS provider. This choice can make or break your business, but so many small and mid-sized businesses end up in costly, regret-filled contracts because they overlooked these simple, yet critical factors. Whether you're a technology advisor or an internal IT leader, don't miss these crucial insights that could save you from years of headaches and frustration. Ready to avoid the pitfalls? Keep watching.

Choosing the cheapest UCaaS option can sound tempting, but often, it’s a recipe for disaster. We break down how prioritizing price over value can leave your business scrambling for costly repairs and upgrades. But it’s not just about cheap options – it's about ensuring that the UC system you choose works with your business, not against it. We’ll give you a better way to think about value – so your system actually works for you.

Next, we tackle one of the biggest traps – long-term contracts. How many SMBs get locked into 3+ year agreements with providers they’ve only just met? It's a nightmare waiting to happen. We're here to show you why flexibility isn’t just nice – it’s necessary. Don't let a vendor lock you into a bad deal. We've got the insights on how to avoid being stuck in contracts that don't serve you.

Support can make or break your UC experience. In this episode, we discuss how many SMBs assume 24/7 support is a given, but more often than not, they get stuck with chatbots and slow responses. If your phones go down during rush hour, do you want to talk to a bot, or do you want someone who knows your system inside and out? Tune in to learn what truly good support looks like and how to get it.

Many SMBs miss out on key reporting and visibility tools that are crucial for tracking call data, performance, and customer experience. Flying blind in your business is not an option anymore. We’re showing you how visibility can give you the power to improve, optimize, and grow, so your system can actually help you make better decisions.

Finally, don't overlook the importance of integrations. We dive into how UCaaS systems should work seamlessly with your CRM, calendar, and other tools. A disconnected system is a fragmented system, and we’ll show you how to ensure your provider can integrate and enhance your existing tools – without costing you extra.

If you’re ready to make smarter, more informed decisions about your UCaaS provider, this episode is for you. Stay tuned for a quick wrap-up, and hear how Level365 offers SMBs month-to-month contracts, real support, and integrations that actually work.

In this explosive episode of CX Without the BS, Daniel shares his journey from sustainability graduate to accidental tech sales professional, revealing how multiple career setbacks led him to create Emmettson ROI. His approach? Actually giving a damn about clients and refusing to play the typical channel games that plague our industry.

Brian and Tom dive deep with Daniel into why so many CX providers ignore smaller businesses, and how this massive gap in the market is leaving countless companies underserved. The conversation gets particularly heated when discussing the "zoo bears" of the industry - those comfortable legacy players who've stopped innovating and started coasting.

The group tackles the elephant in the room: how empty "empathy" has become in corporate mission statements, and why most companies' claims about caring for customers are completely hollow. Daniel explains his unique approach to research and client relationships, demonstrating why actually doing your homework matters more than making endless cold calls.

This episode isn't just another tech discussion - it's a wake-up call for anyone involved in customer experience, technology sales, or business consulting. Whether you're a seasoned professional or new to the industry, you'll walk away with a fresh perspective on what it means to truly serve clients rather than just sell to them.

Discover how storytelling can revolutionize your customer experience strategy. Andrea shares invaluable insights on how to create a cohesive company story that empowers frontline employees, aligns with customer expectations, and ultimately drives business success. Learn why empty promises are the biggest pitfall in CX and how to avoid them by truly embodying your brand's narrative.

Explore the fascinating world of story archetypes and how they can be applied to your business. From "overcoming the monster" to "the hero's journey," Andrea explains how these timeless narrative structures can help your company connect with customers on an emotional level. Find out how to use metaphors and analogies to simplify complex ideas and create memorable experiences for your audience.

Uncover the importance of empowering your customer service representatives with the tools, training, and authority they need to truly represent your brand's promise. Andrea emphasizes the critical role of internal alignment and how it translates to exceptional customer experiences. Learn why investing in your employees' understanding of your company's story is just as crucial as your external marketing efforts.

Get ready to transform your approach to customer experience with actionable advice from a true industry expert. Whether you're a CX professional, business owner, or anyone interested in the power of storytelling, this episode is packed with valuable insights that will help you create meaningful connections with your audience. Don't miss this opportunity to elevate your CX strategy and stand out in a crowded marketplace!

Join hosts Brian Nichols and Tom Milligan as they welcome guest Tripp Robinson, who shares his recent ordeal with Delta Airlines during the CrowdStrike outage. Tripp's story takes us through canceled flights, long hold times, and airport chaos, but ultimately reveals how Delta's response transformed frustration into appreciation. Learn why Tripp, despite the inconvenience, emerged from this experience with an even stronger loyalty to the airline.

The conversation expands beyond Tripp's story, exploring the broader implications of customer experience in today's business landscape. The hosts and guest discuss the power of empowering frontline employees, the importance of proactive communication, and the lasting impact of how companies handle service failures. They also touch on the controversial topic of AI in customer service, debunking myths about job replacement.

Throughout the episode, listeners will gain valuable insights into what makes for exceptional customer experience, even in the face of adversity. The hosts share their own experiences with both positive and negative CX, including Tom's infamous creation of the "I Hate Frontier Airlines" Facebook group, which now boasts nearly 10,000 members. These real-world examples illustrate the long-term consequences of how businesses choose to address customer issues.

Whether you're a business owner, a customer service professional, or simply someone interested in understanding what drives customer loyalty, this episode offers a wealth of practical takeaways. From the importance of personalized solutions to the power of small gestures, you'll learn how to turn potential CX disasters into opportunities for strengthening customer relationships. Don't miss this engaging discussion that proves why customer experience is about so much more than just technology.

In this week's episode of CX Without the BS, hosts Brian Nichols and Tom Milligan sit down with Aarde Cosseboom, co-founder of Clarity CX and creator of Palomar.com. Aarde pulls back the curtain on the reality of AI in customer experience, exposing the BS and highlighting truly innovative solutions. With his unique background as both a contact center leader and tech enthusiast, Aarde offers invaluable insights into the current state of AI and its practical applications.

Discover why most "AI" tools are just glorified chatbots and learn how to identify genuine AI solutions that can transform your business. Aarde breaks down the evolution of contact center technology, from the cloud migration craze to the current AI revolution, and explains why feature matrices have become largely irrelevant in today's market. You'll gain a deeper understanding of conversational AI, its data requirements, and how it differs from other forms of artificial intelligence.

The conversation takes an exciting turn as Aarde introduces Palomar, an innovative AI-powered tool designed to help businesses find the right CX technologies. Unlike traditional search engines or review sites, Palomar acts as a virtual consultant, asking probing questions to understand your unique needs before providing tailored recommendations. Learn how this game-changing platform is set to disrupt the entire sales process in the CX industry.

Brian and Tom open up about their lifelong struggles with weight, revealing the emotional and physical challenges they faced. From feeling self-conscious to experiencing health issues, they discuss the turning points that led them to make significant lifestyle changes. Tom shares his experience with gastric sleeve surgery, while Brian details his journey of losing over 180 pounds through diet and exercise.

Later, Brian and Tom draw connections between weight loss journeys and customer experience strategies. They explore how the "quick fix" mentality in both weight loss and business can lead to unintended consequences. Using examples from previous episodes, they discuss how rushing to implement AI solutions without proper preparation can backfire, much like fad diets or weight loss drugs.

Brian and Tom revisit key insights from past guests, including Michael Del Signore era's thoughts on AI hype, Pam's frustrating customer service experience, Andy Bird's 20+ hour wait while on-hold, and Charlie Newark-French's perspective on marketing BS. They emphasize the importance of building strong foundations before implementing new technologies or strategies, whether in personal health or business practices.

The hosts conclude by reflecting on the value of gradual, sustainable progress in both weight loss and customer experience. They encourage listeners to focus on long-term solutions rather than quick fixes, and to be wary of overhyped promises in both realms. This episode offers a unique blend of personal storytelling and professional insights, making it a must-listen for anyone interested in customer experience, personal growth, or the unexpected connections between the two.

Jon Heaps shares his incredible journey, starting from his early days at UCN, which later became NICE CXone, to his pivotal roles at Talkdesk and Observe.AI. Discover how Jon and his colleagues pioneered cloud-based contact centers before "cloud" was even a buzzword, and how they faced skepticism and challenges head-on to create a multi-billion dollar industry. This episode is packed with fascinating anecdotes and insights that will keep you hooked from start to finish.

But that's not all! Jon also introduces us to his latest venture, Sanas, a groundbreaking AI technology that neutralizes accents in real-time, making customer interactions smoother and more effective. Learn how this innovative solution is not only enhancing customer satisfaction but also improving the working conditions for call center agents worldwide. This is a game-changer in the CX space, and you won't want to miss Jon's firsthand account of how it all came to be.

Tom and Brian don't shy away from the tough questions, either. They delve into the ethical implications of AI in customer service, the future of human agents in an increasingly automated world, and the biggest misconceptions about AI's role in CX. This episode is a treasure trove of knowledge for anyone looking to stay ahead in the rapidly evolving world of customer experience.

So, what are you waiting for? Hit play and join us for an enlightening and entertaining discussion that promises to change the way you think about customer experience forever. Don't forget to like, subscribe, and leave your thoughts in the comments below. Let's dive into the world of CX without the BS!

Charlie Newark-French brings a wealth of experience from his roles in UCaaS, CCaaS, and AI, making him the perfect guest to discuss the future of contact centers. From his early days as a venture capitalist investing in RingCentral to his leadership roles at Fuse and HyperScience, Charlie has seen it all. Now, as the CEO of SharpenCX, he's on a mission to revolutionize the industry with innovative, user-friendly AI solutions tailored for the SMB market. Discover how SharpenCX is setting new standards and why Charlie believes the contact center of tomorrow will be one that people love—or at least don't hate as much.

In this episode, we tackle the big questions: _What does the contact center of tomorrow look like? _How can AI be used effectively without falling into the trap of overhyped marketing? Charlie shares his vision for a future where contact centers are not just cost centers but valuable assets that enhance customer satisfaction and loyalty. Learn about the three key trends driving this transformation: the move to the cloud, the rise of digital channels, and the integration of automation and AI.

But it's not all tech talk. We also get personal with Charlie, exploring his journey from South London to New York City and his passion for making a real impact in the CX space. Hear firsthand how his experiences have shaped his approach to leadership and innovation. Plus, get a sneak peek into the unique culture at SharpenCX and why it's a company built on authenticity and real results, not just buzzwords.

Don't miss out on this engaging and informative episode of "CX Without the BS." Whether you're a CX professional, a business leader, or just curious about the future of customer service, this conversation is packed with valuable takeaways. Hit that subscribe button, ring the notification bell, and join us as we strip away the BS and get real about customer experience.

Andy Bird brings over 25 years of experience in the CX space, sharing invaluable insights on how the industry has shifted from focusing solely on customer satisfaction to driving ROI and engagement. Discover how the pandemic forced companies to rethink their customer service strategies, the rise of remote work, and the critical role of technology in enhancing customer interactions. Andy's firsthand experiences and expert opinions will leave you questioning everything you thought you knew about CX.

In this episode, we explore the importance of starting small with AI implementations, the dangers of overdeveloping roadmaps, and the need for a balanced approach to technology adoption. Andy emphasizes the significance of building long-term relationships with customers and the value of continuous education for trusted advisors. Learn how to navigate the complexities of modern CX and avoid common pitfalls that can derail your customer service efforts.

We also delve into the ethical considerations of the CX industry, the importance of trust and integrity, and why Avant stands out as a leader in the field. Andy's candid discussion about the challenges and opportunities in CX provides a refreshing perspective on what it takes to succeed in this ever-evolving landscape. Whether you're a CX professional, a business leader, or simply curious about the future of customer service, this episode is packed with actionable insights and thought-provoking discussions.

Don't miss out on this engaging conversation that cuts through the BS and gets to the heart of what really matters in CX. Hit the play button now to learn from one of the industry's top experts and elevate your customer experience game. And if you enjoy the episode, be sure to like, comment, and subscribe for more no-nonsense insights on CX, AI, and beyond!

Pam doesn’t just talk about the problems; she provides real solutions. From debunking common myths to sharing her unique strategies, this episode is packed with valuable information that you won’t find anywhere else. Whether you’re a business owner, a CX professional, or just someone interested in improving customer interactions, Pam’s insights will leave you rethinking everything you thought you knew about customer experience.

In this episode, we cover a range of topics that are crucial for anyone looking to enhance their CX game. Pam discusses the importance of understanding your customer’s journey, the role of technology in shaping customer experiences, and how to create a culture that prioritizes customer satisfaction. Her practical advice and real-world examples make complex concepts easy to understand and implement.

But it’s not all business. Pam also shares some of her personal experiences and the lessons she’s learned along the way. Her stories are not only engaging but also provide a deeper understanding of the human side of customer experience. This blend of professional expertise and personal anecdotes makes for a compelling and relatable discussion.

Don’t miss out on this opportunity to learn from one of the best in the field. Hit play now and discover how you can revolutionize your customer experience strategy. And if you find this episode helpful, don’t forget to like, comment, and subscribe for more insightful content on "CX Without the BS."

Discover how Michael's unique perspective, shaped by his experience on the client side, helps him navigate the ever-changing landscape of CX. From the rise of AI to the challenges of moving to the cloud, Michael shares his insights on how companies can successfully adapt to new technologies without losing sight of what really matters: the customer.

But it's not all serious business on CX Without the BS. Get to know the man behind the insights as Michael shares his passion for powerlifting and bodybuilding, and learn how he balances his dedication to fitness with his commitment to his family and career.

Whether you're a seasoned CX professional or just starting out in the field, this episode is packed with valuable takeaways. From the importance of taking a "crawl, walk, run" approach to implementing new technologies, to the dangers of pushing AI on customers who aren't ready for it, Michael's advice is grounded in real-world experience and a deep understanding of what it takes to succeed in CX.

So grab a cup of coffee (or a protein shake, if you're feeling inspired by Michael's fitness routine) and join Tom, Brian, and Michael for an engaging, informative, and BS-free conversation about the world of CX.

Don't forget to like, review, and subscribe to CX Without the BS wherever you get your podcasts, and join the conversation on LinkedIn to share your own experiences and insights on navigating the world of customer experience!