Today, we talk with Sergio Frias, the president and CEO of The Federation of Canadian-Brazilian Businesses and Chief Customer Experience Officer at The Chartered Institute of Marketing Management of Ontario. We begin our conversation with Sergio sharing his career path, he highlights how he developed his passion for customer experience, no matter where he worked. He shares how he developed a unique customer experience program, NICE (Nurturing Insights about Customers Expectations), and we talk about it more in depth. We break down the 8 components of NICE: Context, Benchmarking, CX Mapping, the Essence of NICE, the Dream of the Customer, Triple Organization, Knowledge Sharing, The Right People at the Right Place, and The True Meaning of Service. Listen to the full podcast episode to understand what are the key underlying principles to improving your customer service and why customer service should be the focus for companies as they recover from the COVID-19 crisis.Sergio’s Background 0:58The “Why” and “How” of Sergio’s CX Program 4:50The 8 Components of NICE 9:20Implementing NICE 18:34“ If you want, the job is yours -- you’re going to be the owner of this business. So you buy, you sell, you do everything. All the logistics, distribution, everything. That was a great opportunity for my career. I was not really thinking about CX, but the more I got into that, I realized that I know how to do it, because of the many years working with customers and always being concerned about how to get the customers what they needed, I realized that that was an amazing thing.” 2:41Reach out to Sergio: sergio.friasrb@gmail.com