The Practical Pathway for CX-Driven Growth

By Phil Prosser, CEO. July 2025

Q&A with Phil Prosser: The Practical Pathway for CX-Driven Growth

Intro: Most businesses today have more customer data than they know what to do with. But turning that data into real, compounding growth? That’s where many stall. In this conversation, Phil Prosser, CEO of Feedback ASAP, shares the practical pathway he’s seen lift performance, spend, and advocacy — not just once, but quarter after quarter.

Q: Phil, you always say growth starts with people, not just measurement. Why?

Phil: Because numbers don’t change anything on their own — people do. Real growth only happens when accountability and empathy are working together. Our best-performing clients don’t just measure experience; they make it clear that every team member owns their part in delivering it. But that only works when there’s genuine care for the customer behind it. I’ve spent 30 years seeing how empathy shows up in the small moments: a warm greeting, remembering a name, doing the extra thing no one asked for. That’s the fuel — accountability is the engine.

Q: Where does authentic service fit in day-to-day?

Phil: It’s everything. Customers are smart — they can sense when a conversation is scripted. Authentic, personalised service means your team is curious, not robotic. They show genuine interest: they listen well, they pick up on clues, they remember returning customers. When you see a great team in action, it feels effortless — but it’s intentional. They’ve been coached to find real connection points with each customer. It’s not about fake smiles; it’s about making people feel seen and valued.

Q: What’s the biggest mistake you see when it comes to listening?

Phil: Most businesses say they listen — but they’re often listening for the wrong things. The real magic happens when your team is attentive enough to pick up on unspoken needs. That only happens when you train people to ask better questions. Not just “How can I help?” but “What’s really important to you today?” or “What would make this work even better for you?” It’s about digging a layer deeper. When you do that, you don’t just sell a product — you solve a problem the customer may not even have named yet.

Q: And this naturally builds trust, right?

Phil: Exactly. Trust is built in moments of truth: when your team is genuinely helpful, when they know their stuff, when they make it easy for the customer to say yes. We see time and again that when people feel they’re getting honest advice — not a pushy sales pitch — they buy more and they feel better about it. It’s why adding value and making the decision easy is one of the biggest growth levers.

Q: So, how does this link to offering more products without feeling pushy?

Phil: When you get the trust part right, recommending additional relevant products doesn’t feel like an upsell — it feels like a favour. If your customer has bought a storage box for their ute, maybe they also need a canopy, or a kit that saves them trips back and forth. The right teams know how to position those options naturally. And when the offer is relevant, customers appreciate it. They see you as helpful, not pushy. This is how you lift ATV — average transaction value — without damaging satisfaction. Satisfaction often increases by 20%.

Q: What happens after the sale?

Phil: When people have a great experience, they want to share it. They tell family, they write good reviews, and they come back. We see a clear link between high average transaction value and strong advocacy. The better you serve someone today, the more likely they’ll bring tomorrow’s customers with them. That’s true word-of-mouth growth — and it’s priceless.

Q: So, how does all of this add up to real, sustained growth?

Phil: When businesses get these steps working together, growth compounds. You’re not stuck hunting for new customers from scratch each month — your own customers become your best marketers. But here’s what most people overlook: every culture is different. You can’t just copy and paste this pathway. It needs to be tailored, because what works for a national pharmacy group won’t look the same for a regional building supplier or a specialist retailer. That’s why our clients lean on us. We’ve spent 30 years building, refining, and leading these programs. We design them in clear, staged steps — and we give you the improvement tools that take the guesswork out of why something is happening, so your team knows exactly what to do, when, and by whom. No wasted effort — just practical, proven actions.

Closing: If you’d like to see how these steps could work in your business, we’d love to talk. Every culture has different strengths, gaps, and opportunities — and that’s where a tailored pathway makes all the difference. You can also download our practical eBook to explore the full pathway in more detail — or let’s connect for a quick one-to-one discussion about how we can help you get the best from your teams, faster.