In a recent LinkedIn post, customer experience strategist Stacy Sherman highlights a bold move by Burger King to invite direct customer feedback via text message to the CEO, contrasting it with a personal negative experience at another restaurant. Sherman uses this comparison to underscore the critical importance of transparent communication and accessible feedback channels for building customer loyalty and brand reputation.
Sherman opens by describing Burger King’s initiative, noting its alignment with the brand’s “Have It Your Way” slogan. The company has publicly shared the president’s phone number, actively soliciting suggestions for improvements. Sherman points out that this visible listening has already led to tangible changes, including restaurant updates and the creation of guest-inspired menu items.
“They’ve already used customer input to update restaurants, enhance operations, and launch guest-created menu ideas. That’s what I call Doing Customer Experience Right! It’s visible listening.”
The Contrast: A Tale of Two Restaurants
The effectiveness of Burger King’s approach, according to Sherman, is amplified by a recent negative experience she had at a different restaurant. Sherman recounts attempting to provide private feedback to a restaurant owner after a disappointing holiday dinner. Despite assurances that the menu would not be limited or pricier for the holiday, upon arrival, customers were presented with a restricted, more expensive menu without prior notification.
When Sherman sought to contact the owner directly to share her feedback privately, the manager refused to provide contact information. This lack of transparency and blocked communication channel stands in stark contrast to Burger King’s open-door policy.
“When I later asked for the restaurant owner’s email to share feedback privately, the manager refused to provide it. That’s when I really felt irate,” Sherman writes, emphasizing the disparity in customer engagement.
Sherman’s Actionable Advice for Businesses
Drawing from these contrasting experiences, Sherman outlines three key steps for business owners to improve their customer experience:
- Make expectations crystal clear: Businesses must ensure that pricing, offerings, and any changes are communicated transparently on their website and through well-trained staff before customers arrive.
- Create a direct feedback path: Sherman stresses the need for a simple, monitored channel for feedback, rather than a complicated or ignored system. “Not a maze. Not a generic inbox no one answers. A real channel that is monitored with no excuses,” she states.
- Close the loop: Acknowledging customer feedback and acting upon it is crucial. Businesses should inform customers how their input led to changes, thereby fostering loyalty and demonstrating that their voice matters.
Sherman argues that these practices are not merely marketing tactics but fundamental leadership decisions. “Listening is not a marketing tactic. It is a leadership decision,” she asserts, linking these actions directly to better decision-making, enhanced customer loyalty, protected revenue, and a strengthened brand reputation.
“If you are a business owner, here’s what to do. 1️⃣ Make expectations crystal clear before customers arrive. If pricing or offerings change, say it clearly on your website and train your team to communicate it accurately. 2️⃣ Create a simple, direct path for feedback. Not a maze. Not a generic inbox no one answers. A real channel that is monitored with no excuses. 3️⃣ Close the loop. When customers speak up, acknowledge it and act on it. Let them know what changed because of their input.”
The Role of AI and the Future of CX
Sherman also touches upon the increasing influence of customer feedback on AI-driven recommendation systems. She notes that platforms like ChatGPT and Gemini utilize online ratings and comments to determine company recommendations, highlighting the broader impact of customer sentiment.
“How easy is it for customers to give you feedback without having to write a bad online review?” Sherman poses, urging businesses to take customer experience seriously. Her post serves as a compelling call to action for leaders to prioritize genuine, accessible customer engagement.
📝 About This Content
This article is based on insights shared by Stacy Sherman on LinkedIn.
📅 Originally posted on February 19, 2026 | View original post on LinkedIn →