Shep Hyken is a customer experience expert, author, speaker, and consultant. His latest book, I’ll Be Back, talks about one of the most critical factors of customer and guest experience: repeat visitation. In this interview, we talk about the difference between a loyalty program and a marketing program, the difference between service and experience, and how the biggest friction points are a combination of processes and training. Shep is passionate about the concept of “moments of truth,” which is defined as every interaction that a guest has with your business - and this is not limited to your staff. Look at your technology, your marketing, and every other aspect of the experience - they all form an impression. According to Shep, every moment of truth will either be a moment of magic, a moment of mediocrity, or a moment of misery. Think about how that applies to your business and your operation. When done well, every single touchpoint that your guests have across their journey should lead to the three words that you want them to say: I’ll Be Back.