Enhancing Customer Experience: Key Insights from Morris Pentel on The Impact Room

In the latest episode of The Impact Room, Morris Pentel , a true pioneer in customer experience (CX), shares some brilliant insights from his decades of experience. As someone who’s seen the industry evolve—from the early days of contact centres to today’s AI-powered world—Morris gives us a great look at both the opportunities and challenges we face in enhancing customer, patient, and employee experiences.

Full Session is here - https://www.youtube.com/watch?v=drIT2PPjAlk

Here are a few key takeaways from his conversation:

1. Experience Science: Bringing It All Together

Morris starts by talking about how CX has grown beyond just customers to include Employee Experience (EX) and Patient Experience (PX). He introduces the idea of “experience science”—a way of using data to improve all aspects of interaction, whether that’s with customers, employees, or patients. The goal is to break down the barriers between these experiences and create seamless, integrated journeys that benefit everyone involved.

2. The “Stop” Factor: Small Interruptions, Big Costs

One of the most striking points Morris makes is about the “stops” in customer conversations. These are moments where the customer hesitates, gets confused, or doesn’t quite understand what’s being said. It might seem like a small issue, but Morris points out that these stops can increase call costs by as much as 50%! He explains that just identifying and eliminating these stops can make a huge difference—improving efficiency and ultimately creating a much smoother experience for customers.

3. Customer Effort: A Small Change That Goes a Long Way

Morris introduces the idea of “customer effort” as a key metric in evaluating CX. The more effort a customer has to put in—whether it’s navigating a complicated phone system or dealing with long wait times—the more frustrated they become. By simplifying processes, removing unnecessary steps, and making self-service options easier to use, organisations can make a huge impact on customer satisfaction. It’s all about reducing friction and making the journey as easy and frustration-free as possible. Some Great tips her on IVR's

4. Technology as an Amplifier, Not a Replacement

While we can all agree that technology is a game-changer in CX, Morris reminds us that AI and automation are there to amplify human capabilities, not replace them. For example, a chatbot might handle routine queries, but it’s the human agent who can recognise signs of distress or frustration that AI might miss. Morris puts it best when he says, “Technology should amplify, not replace, human wisdom.” Ultimately, it’s the combination of tech and human intelligence that creates the most meaningful customer experiences.

Small Steps, Big Impact

What’s really refreshing about Morris’s approach is his focus on small, incremental changes. Instead of massive overhauls, he advocates for continuous improvement—making small adjustments that build up over time to create lasting, sustainable change. He also reminds us that creating a positive work culture is key to this process. A happy, empowered team is far more likely to go the extra mile for customers, leading to better experiences all round.

Morris’s insights are a must-watch for anyone looking to improve their CX strategy. If you want to hear more about how experience science is shaping the future of CX—and how you can apply these ideas to your own organisation—be sure to watch the full episode.

https://www.youtube.com/watch?v=drIT2PPjAlk