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

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.

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!

Over the past few weeks, I’ve been traveling across the country – from the CVx Expo in Phoenix to the C3 Tech Summit in Grand Rapids – and I kept hearing the same thing from customers and technology advisors: vendors are selling AI “magic,” but ignoring the fundamentals. While booths were promising automation, auto-responses, and “zero human support,” customers were telling me their basic support tickets were going unanswered for weeks. The gap between what vendors promote and what customers actually need has never been bigger.

This episode dives into the real frustration on the customer side: companies are quick to launch flashy new AI features, yet can’t fix the voicemail transcription that’s been broken for a month. They’re selling “world-changing automation,” while customers are saying, “Can you just pick up the phone?” We dig into why customers no longer trust vendors who over-promise and under-deliver – especially when the everyday fundamentals of UCaaS are being ignored.

We also explore a major trend: unified communications is no longer just phones – it is CX. Technology advisors who fail to ask CX questions in 2025 are getting left behind, and customers who don’t demand CX capabilities are missing massive ROI. I break down the types of questions advisors should be asking, why these questions differentiate you immediately, and how CX tools deliver real, measurable value that old-school phone conversations never uncover.

Finally, I share the framework behind The CX Compass and how it gives advisors and customers a simple, practical guide for uncovering opportunities, cutting costs, improving customer experience, and standing out in a market drowning in hype. And we close with a real story from a listener, proving why human connection matters more now than ever – especially in a world filled with AI-generated sales noise.

The CX Compass: https://www.amazon.com/CX-Compass-Playbook-Prescribe-Confidence/dp/B0F5PC32SG

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.

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.

Everywhere you turn, vendors are pushing buzzwords and empty promises — but what if the real shifts happening right now aren’t even on your radar? In this episode, we cut through the noise and reveal the 5 customer experience trends that will actually define success in 2026.

For the past year, businesses have been burned by hype — AI tools that didn’t deliver, contracts that felt like cages, and “solutions” that solved nothing. Customers are frustrated. Advisors are losing trust. And companies that don’t pivot fast are heading for trouble.

But there’s good news: by focusing on what’s actually working — not what the industry is trying to sell you — you can get ahead of the curve. These 5 trends aren’t about flashy buzzwords. They’re about real strategies, real pain points, and real opportunities.

From AI that empowers people instead of replacing them… to the rise of accidental contact centers… to why human support is making a comeback — these shifts are already reshaping the CX landscape. Ignore them, and you’ll be cleaning up messes. Pay attention, and you’ll be building loyalty, retention, and growth in 2026.

This isn’t just another “future of CX” talk. This is CX Without the BS. Watch now to learn what’s real, what’s hype, and what your next move should be.

In this episode of CX Without the BS, we dig into the showdown between HI (Human Intelligence) and AI (Artificial Intelligence) — and how that battle shapes the HE (Human Experience). You’ll hear why the hype cycle around AI is so strong, where bots and “intelligent routing” fail, and why human judgment, empathy, and ownership are still the secret weapons of customer loyalty.

We’ll explore real stories — from chatbots stuck in endless loops, to frontline employees who turn around frustrated customers in minutes, to companies blending AI + HI in a way that actually improves trust. These aren’t theories; they’re real examples that prove the scoreboard isn’t technology features, it’s customer outcomes.

For technology advisors, you’ll get practical talk tracks you can use immediately: how to shift conversations away from “AI features” and back to measurable results like lower effort, higher respect, and stronger trust. For business leaders and IT decision-makers, you’ll get a checklist you can throw at any vendor pushing AI hype to see if it actually improves the experience or just creates expensive friction.

Bottom line: the future of customer experience isn’t artificial. It’s human. If you want to stop the AI theater and start creating experiences customers love — this is an episode you can’t afford to miss.

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.

You might think things are fine, but if your repeat customers are disappearing, your team is burning out, or your reviews are getting passive-aggressive... you’ve got a problem. And the kicker? Most businesses have no idea it's happening. In this episode of CX Without the BS, we're diving into five sneaky red flags that show your support system is broken — and what to do about it before your customers bounce for good.

We’re not just talking about support agents here. We're talking to you — business owners, IT leads, and especially technology advisors who are out there selling UCaaS and contact center solutions. If your clients don’t know what their hold times are or how many support calls go to voicemail, there’s opportunity on the table. We’ll show you how to spot failing systems and how to turn them into competitive advantages.

From low-key customer ghosting to review sections filled with “love the product, hate the service,” these warning signs are everywhere — and we break each one down with real talk, not theory. You’ll hear exactly what to look for, how to bring it up in a conversation, and why “It’s fine” is the most dangerous feedback your customer can give.

We’ll talk about why most support reps aren't the problem — their broken tools are. And we'll call out why ticket ping-pong is killing resolution time and frustrating your customers. Whether you're an advisor looking to land new deals or a business owner who wants fewer fires, the solutions we outline here are tactical, practical, and immediately usable.

Bottom line: good support isn’t just a retention tool — it's a revenue driver. And if you're not actively fixing the cracks in your support process, you're leaking money and trust every single day. Listen now and learn how to plug the holes, rebuild trust, and make your business — or your client’s — the kind people rave about instead of run from.

Everyone's hyped about AI in customer service - vendors say it's the future, the secret to cost savings, efficiency, and happier customers. But what if that promise is more illusion than innovation? In this episode of CX Without the BS, we tear the lid off the feel-good AI fairytales and dig into a real-world study that shows just how broken the current AI systems are in contact centers. If you've ever felt like tech is making life harder, not easier - this one’s for you.

We start by exposing the myth of effortless AI transcription. It’s supposed to be simple: record the call, convert to text, boom - problem solved. But in practice, AI couldn’t keep up with accents, fast talkers, or background noise. One rep literally said they had to rewrite everything the AI tried to “help” with. That’s not support. That’s rework. And when your tools are giving you extra steps instead of eliminating them, something’s gone seriously wrong.

Then we get into the emotional intelligence (or lack thereof) of AI. The study revealed AI flagged loud talkers or passionate customers as angry - even when they weren’t. Sentiment analysis became a guessing game, and agents just stopped trusting it. The result? A tool designed to help with tone instead added confusion and distraction. When your team can’t rely on what the system tells them, it’s no longer a tool - it’s a liability.

That led to another major issue: bad summaries. Instead of saving time, agents were spending more of it rewriting and correcting what AI tried to produce. Repetition, filler, missing context, and sloppy details turned "AI-powered" into “AI babysitting.” And all this leads to a hidden epidemic: cognitive burnout. When agents constantly clean up after their tools, they disengage. Quiet quitting starts with loud systems that don’t work.

But we don’t just highlight the problems - we share the solution. It’s not about ditching AI. It’s about using AI the right way. Hybrid models where AI supports (but doesn’t replace) human agents are where the magic actually happens. Let tech do the grunt work, and let humans do what they do best: judge, connect, and empathize. If your CX strategy isn’t human-first, then it’s not future-proof. Period.

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!