Customer Confidence: Shep Hyken Proposes a New Metric Beyond Satisfaction

In a recent LinkedIn post, customer experience expert •Shep Hyken proposes a shift in how businesses measure customer relationships, suggesting that ‘Customer Confidence Score’ (CCS) may be a more crucial metric than traditional satisfaction scores.

Hyken, a prominent voice in customer service and CX, shared insights from a recent appearance on the Big Biz Show where he introduced the concept of CCS. He argues that this new metric delves deeper into the customer’s relationship with a brand, emphasizing the foundational role of trust.

“What if the most important metric in your business isn’t satisfaction but confidence?”

This provocative question sets the stage for Hyken’s exploration of how businesses can better gauge and foster customer loyalty. He posits that while satisfaction is important, the underlying confidence a customer has in a brand’s reliability and integrity is paramount.

The Primacy of Trust in Customer Loyalty

Hyken highlights that his ongoing research consistently points to several key factors that drive customer decisions. According to Hyken, these elements often outweigh simple price considerations.

Key Drivers of Customer Retention

As •Shep Hyken notes, the research indicates a strong correlation between specific brand attributes and long-term customer relationships. These include:

• Product Quality: Ensuring that the products or services consistently meet or exceed expectations.
• Trust: Building a reputation for honesty, reliability, and ethical practices.
• Genuine Human Connection: Providing authentic and empathetic interactions.

“Our research continues to show that product quality, trust, and genuine human connection still matter more than price for most customers,” Hyken states, underscoring the enduring importance of these foundational elements in an increasingly competitive market.

Navigating the Evolving CX Landscape

The LinkedIn post also touches upon several critical contemporary issues facing businesses today. Hyken frames these as timely questions that leaders must address to stay relevant and competitive.

AI, Legislation, and Human Interaction

Hyken poses several questions that probe the intersection of technology, regulation, and customer expectations. He asks:

“How is AI reshaping service, and where does human support still matter most?”

This question speaks to the ongoing debate about the role of artificial intelligence in customer service. While AI offers efficiency and scalability, Hyken emphasizes the continued value of human support for complex issues or when a deeper emotional connection is required. He also contemplates the challenges arising when new legislation and rapidly advancing technology create a complex environment for meeting customer expectations.

“What happens when legislation and technology collide with customer expectations?” he further inquires, pointing to the need for businesses to be agile and adaptable. Hyken also raises the critical point of evaluation:

“And how do companies truly measure up when a live human is needed?”

This prompts a reflection on the quality and effectiveness of human interactions when they are indeed necessary, suggesting that the ability to provide excellent live support remains a key differentiator.

Measuring Confidence for Future Success

Hyken encourages business leaders, owners, and CX professionals to delve deeper into these concepts. He offers his 2026 Customer Service & CX Research report as a resource for those seeking to understand and implement the Customer Confidence Score.

“If you’re a leader, business owner, or passionate about creating an experience that customers come back for, grab your copy of my 2026 Customer Service & CX Research and learn more about the CCS,” Hyken concludes, positioning confidence as a strategic metric for fostering lasting customer relationships.