The Customer Wins

Hosted by Richard Walker

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188

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Aug 2026

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About the show

This is The Customer Wins podcast where business leaders discuss their secrets and techniques for helping their customers succeed and in turn grow their company.

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60 recent

September 7, 202638 min

Building Startup Success on Fundamentals With Brian Herr

Brian Herr is the Founder and CEO of StartingBlocks and Managing Partner at HHI Advisory Group, where he helps startups, scale-ups, and portfolio companies accelerate growth, particularly in cybersecurity and regulated industries. With over 30 years of experience, he has guided companies through successful scaling, advised organizations from scrappy startups to $1.5 billion scale-ups, and is a sought-after keynote speaker. Brian is known for a hands-on, no-nonsense approach, bringing founders, executives, and technologists together to strengthen entrepreneurial ecosystems, especially in underserved regions like the Midwest. In this episode… Building a technology product has never been easier, but turning that product into a sustainable business remains difficult. Entrepreneurs still need to understand their customers, create an effective customer experience, earn trust, and determine when outside capital will actually help them grow. How can founders cut through the noise and build businesses that customers genuinely value? Brian Herr, a technology and cybersecurity veteran with expertise in startup growth, customer success, and secure AI adoption, recommends getting back to fundamental business principles. He emphasizes treating the entire customer journey — including onboarding, feedback, service, and relationships — as part of the product, while actively seeking candid customer feedback and learning from mistakes. Brian also advises founders to validate ideas with paying customers, explore non-dilutive funding, and delay outside investment until they have a viable business and are ready to use capital to accelerate growth. In this episode of The Customer Wins , Richard Walker interviews Brian Herr, Founder and CEO of StartingBlocks and Managing Partner at HHI Advisory Group, about building successful startups in the AI era. Brian discusses customer feedback, raising capital, and building trust through transparency.

August 31, 202633 min

Empowering Customers and Innovating Forms With Richard Walker

Richard Walker is the CEO of Quik!, a provider of forms automation and management solutions for companies looking to maximize efficiency and productivity. He started Quik! in 2002 to help people spend less time on paperwork and more time on what they do best. Before Quik!, Richard was a business consultant with Arthur Andersen. He is also a published author of two books and a father of three boys. In this episode… Inefficient paperwork, fragmented data collection, and the difficulty of implementing AI without compromising accuracy, security, or compliance are common challenges for many businesses. With AI accelerating software development, organizations also face unpredictable behavior, rising maintenance needs, and concerns about trust. How can businesses harness AI while keeping their systems reliable, controlled, and focused on better customer experiences? Richard Walker, an entrepreneur and AI-focused software leader, advocates using AI in a focused, controlled way rather than expecting it to handle everything independently. He recommends giving AI only the context it needs, using software to constrain its judgment, and designing systems that minimize hallucinations and behavioral deviations. Richard also explores transforming forms into flexible data streams that can power web-based and conversational experiences while streamlining and standardizing data collection. In this episode of The Customer Wins , Richard Walker shares his perspective as CEO of Quik! on entrepreneurship, AI, and the future of forms. Richard discusses empowering people to do their best work, controlling AI behavior, and building laser-focused AI solutions.

August 24, 202636 min

Demystifying AI Adoption in Financial Services With Geoff Moore

Geoff Moore is the CIO of Valmark Financial Group, a financial services agency working exclusively with entrepreneurial wealth management firms to meet its clients' unique and ever-changing needs. He leads a team of experts who use technology to solve business challenges and manage the cybersecurity of Valmark and its member firms. Geoff has over 20 years of experience in technology and financial services and was selected to the Surge Ventures Industry Council for his expertise in cybersecurity for financial service firms in 2022. In this episode… AI is rapidly transforming financial services, but many advisors and organizations still struggle to move beyond basic tools and experiments into reliable, secure automation. With questions around compliance, human judgment, technical complexity, and whether to build or buy AI solutions, how can firms turn AI's potential into practical business value? Geoff Moore, an expert in financial services technology, cybersecurity, and AI implementation, recommends focusing on practical use cases that increase capacity rather than on replacing human expertise. He emphasizes keeping humans involved when judgment matters, validating AI outputs, establishing safety and compliance guardrails, and getting technical assistance to move promising automations across the 15-yard line to completion. Geoff also suggests treating organization-wide AI skills like software, using practices such as source control, while exploring advanced tools, connectors, and workflows to deliver greater productivity. In this episode of The Customer Wins , Richard Walker interviews Geoff Moore, Chief Information Officer at Valmark Financial Group, about practical AI adoption in financial services. Geoff also discusses the 15-yard line problem, AI compliance and security, and the future of connected AI-powered systems.

August 10, 202637 min

Redefining Financial Planning for the Next Generation With Dennis Moore

Dennis J. Moore is the CEO of the Financial Planning Association (FPA), the leading membership organization and trade association for CFP professionals and others involved in the financial planning process. Under his leadership, FPA helps financial planners grow through practice support, education, advocacy, and professional networking while advancing the profession. Dennis brings more than two decades of service to the FPA, including roles as Chief Operating Officer, Interim CEO, National President, and local chapter leader. A CFP professional and former wealth management executive, he has gained recognition in publications such as InvestmentNews 40 Under 40 and FA Magazine's 10 Young Advisors to Watch. In this episode… Financial planning continues to be widely misunderstood as little more than investment management. Meanwhile, financial professionals are navigating increasing disruption from artificial intelligence, social media, and evolving client expectations. To remain relevant and competitive, the profession must attract and develop a new generation of advisors while clearly demonstrating the enduring value of trusted, human-centered relationships. How can financial planning continue to evolve while keeping trust and personal connection at its core? Dennis Moore, a certified financial planner and association executive, explains that strengthening the profession begins with supporting advisors through education, advocacy, networking, and practical business resources. He encourages firms to focus on behavioral skills alongside technical expertise, embrace AI as a tool to improve efficiency rather than replace advisors, promote financial literacy, and create stronger pathways for students and career changers to enter the profession. Dennis also emphasizes staying disciplined around organizational priorities, building meaningful professional communities, and continually reinforcing the human value financial planners bring to clients. In this episode of The Customer Wins , Richard Walker interviews Dennis J. Moore, CEO of the Financial Planning Association, about strengthening the financial planning profession through leadership, education, and human connection. Dennis discusses attracting the next generation of financial planners, using AI to enhance advisor-client relationships, and maintaining strategic focus while growing a mission-driven organization.

August 3, 202639 min

Building Trustworthy Brands in an AI World With Sasha Strauss

Sasha Strauss is the Founder and Chief Brand Officer of Innovation Protocol, a brand strategy consultancy that helps organizations define, strengthen, and communicate their identities with clarity and purpose. Since founding the firm in 2006, he has advised leading organizations, including Google, Disney, LEGO, PayPal, and Nestlé, on brand strategy and leadership communications. Sasha is also a longtime graduate professor of brand strategy at UCLA, USC, and UC Irvine, where he teaches the next generation of business leaders. An internationally recognized speaker, he shares insights on branding, leadership, and AI-driven strategy with organizations and conferences worldwide. In this episode… Successful businesses often struggle to clearly communicate what sets them apart, leading to inconsistent customer experiences, reduced trust, and missed opportunities. As AI reshapes how people discover and evaluate companies, organizations also face the challenge of maintaining authenticity as they adopt new technology. How can businesses build a brand that customers trust without losing their human identity? Sasha Strauss, a brand strategy expert and educator, explains that a strong brand is built on a consistent promise that is reflected in company culture, employee behavior, and every customer interaction. He recommends defining a clear brand identity through research and competitive analysis rather than guesswork, ensuring employees understand and embody the brand, and training AI tools to communicate in ways that align with an organization's values and voice. Sasha also shares how AI can accelerate research, personalize content, and improve customer experiences while reinforcing — not replacing — human expertise and creativity. In this episode of The Customer Wins , Richard Walker interviews Sasha Strauss, Founder and Chief Brand Officer of Innovation Protocol, about building trusted brands in the age of AI. Sasha discusses why company culture and brand are inseparable, how businesses can use AI to strengthen customer trust, and why authentic human creativity remains a competitive advantage.

July 27, 202634 min

Building the Future of Private Markets Technology With Gareth Lewis

Gareth Lewis is the Chief Business Officer at Helm, a fintech company providing unified infrastructure and workflow technology for capital raising, investor management, and private markets operations. He co-founded Delio in 2015, growing it into a leading private markets platform used by financial institutions across multiple countries before its acquisition by iAltA Holdings and integration into Helm. A qualified Chartered Accountant, Gareth previously held corporate finance and M&A roles at IBM, Ernst & Young, and Convex Capital. Today, he helps financial firms modernize private markets infrastructure with scalable, AI-enabled technology that improves advisor and investor experiences. In this episode… The rapid growth of private markets has exposed outdated systems, fragmented workflows, and inefficient client experiences, making it difficult for financial firms to scale. Many organizations struggle to balance flexibility, compliance, and operational efficiency while also adapting to the growing influence of AI. How can firms modernize their infrastructure without sacrificing the unique needs of their advisors and clients? Gareth Lewis, a private markets technology and financial infrastructure expert, explains how building configurable operating systems instead of rigid software enables firms to create better advisor and investor experiences. He shares why maintaining a customer-first mindset, embracing continuous collaboration through an always-on implementation approach, and staying focused on core strengths lead to stronger long-term partnerships. Gareth also discusses using AI to accelerate product development, improve internal efficiency, and enhance advisor workflows while allowing firms to maintain control of their customer experience. In this episode of The Customer Wins , Richard Walker interviews Gareth Lewis, Chief Business Officer at Helm, about transforming private markets infrastructure through customer-focused technology. Gareth discusses the benefits of configurable software platforms, the impact of AI on product development, and the leadership lessons that shaped his entrepreneurial journey.

July 20, 202634 min

Customer Experience, AI, and Cloud Security With Mikhail Ruchkin

Mikhail Ruchkin is the CEO of Innovative Digital Transformation, an AWS Advanced Tier Services Partner that helps organizations modernize their technology through cloud migration, cybersecurity, AI, and digital transformation solutions. He has more than 15 years of experience leading cloud strategy and security initiatives for startups, mid-sized businesses, and Fortune 500 companies. Before founding Innovative Digital Transformation, Mikhail held leadership roles in cloud security and IT, including serving as Director of Information Technology and Security at AWS consulting partner ClearScale. He is passionate about building long-term customer relationships, helping organizations innovate securely, and developing high-performing teams. In this episode… Many organizations invest heavily in cloud technology and AI but still struggle to deliver the business outcomes they expect because they focus on tools instead of people, trust, and long-term partnerships. As AI accelerates innovation, balancing rapid development with strong cybersecurity practices has become even more challenging. How can business leaders embrace new technology while building lasting customer relationships and maintaining security? Mikhail Ruchkin, a cloud strategy, cybersecurity, and digital transformation expert, explains that successful technology projects begin by understanding what customers truly need rather than simply delivering what they request. He shares why investing in people, mentoring future leaders, and treating every customer as a long-term partner creates stronger business outcomes. Mikhail also discusses practical ways organizations can adopt AI responsibly by implementing security guardrails, continuously reviewing their security posture, and educating employees to innovate safely without slowing progress. In this episode of The Customer Wins , Richard Walker interviews Mikhail Ruchkin, CEO of Innovative Digital Transformation, about building customer trust through cloud technology, AI, and cybersecurity. Mikhail discusses developing high-performing teams, knowing when to walk away from the wrong customers, and creating security-first AI practices that enable innovation without sacrificing long-term success.

July 13, 202635 min

Transforming IT Buying: Authentic Matches With Tonya Turrell

Tonya Turrell is the Founder and CEO of TechnologyMatch, a buyer-first platform that connects IT leaders with technology providers through AI-powered matchmaking and demand generation. A three-time founder with two successful exits, she is known for challenging traditional lead-generation models and creating trust-based alternatives that prioritize buyer intent. Tonya has earned Inc. recognition on both the Inc . 5000 and Female Founders 250 for leadership and innovation. She also hosts the Between Fires and Futures podcast, where she explores IT leaders' changing role amid AI's growing influence. In this episode… Technology buyers today are inundated with sales outreach, making it harder to identify the vendors and solutions best suited for their business needs. At the same time, technology providers struggle to reach qualified prospects, and many sales teams miss opportunities by prioritizing the pitch over a deeper understanding of customer challenges. How can buyers and sellers create more meaningful connections that lead to better outcomes for everyone involved? Tonya Turrell, a technology marketplace innovator and demand-generation expert, explains how buyer-driven matchmaking can eliminate noise and streamline the technology purchasing process. She shares why authentic alignment between buyer needs and vendor solutions leads to higher conversion rates, how analyzing thousands of sales conversations revealed critical gaps in sales execution, and why customer experience should remain the priority throughout the buying journey. Tonya also discusses using AI-powered pre-sales intelligence, personalized research, and sales coaching tools to help representatives better understand prospects, build trust, and create long-term customer relationships. In this episode of The Customer Wins , Richard Walker interviews Tonya Turrell, Founder and CEO of TechnologyMatch, about transforming B2B technology buying through buyer-driven connections and AI. Tonya discusses building an IT buyer community, lessons learned from analyzing more than 30,000 sales calls, and leadership insights on transitioning from founder to CEO while scaling a growing business.

July 6, 202635 min

Building Trust-Driven Tech Partnerships With Brian Hyman

Brian Hyman is the Founder and CEO of High Meadow Solutions, a wealthtech advisory and consulting firm that helps wealth management organizations modernize their technology, optimize operations, and drive successful business outcomes. He founded the company to bridge the gap between strategy and execution, helping firms make better technology decisions and implement them effectively. Brian has deep expertise in digital transformation, CRM strategy, Salesforce, data management, and AI adoption within the financial services industry. Under his leadership, High Meadow Solutions has become a trusted partner for wealth management firms seeking to improve advisor experiences, streamline workflows, and accelerate growth. In this episode… Many organizations face challenges in delivering customer experiences as they scale their operations, especially when technology, processes, and people are misaligned. Leaders often invest heavily in software platforms but still face fragmented workflows, poor user adoption, and difficulty building lasting trust with customers. How can businesses create a culture and technology strategy that consistently drives customer success and long-term growth? Brian Hyman, a wealth technology consultant and business leader, explains that successful outcomes begin with trust, transparency, and strong company culture. He emphasizes hiring people who share the organization's values, empowering employees to take ownership, and creating clear growth opportunities that foster engagement and accountability. Brian also discusses the importance of building unified technology experiences, leveraging AI as a tool to enhance human capabilities rather than replace them, and maintaining structured systems that support both operational efficiency and meaningful client relationships. In this episode of T he Customer Wins , Richard Walker interviews Brian Hyman, Founder and CEO of High Meadow Solutions, about building trust-driven customer experiences through culture and technology. Brian discusses creating a unified advisor experience, implementing AI responsibly to improve productivity, and why CRM platforms remain critical for maintaining data quality, operational structure, and long-term business growth.

June 29, 202638 min

Customer Psychology, Marketing, and Growth With Bob Serling

Bob Serling is the Founder of Licensing Lab, a consulting firm that helps companies understand why customers buy and how to create marketing that drives more sales. He is a buying behavior specialist known for uncovering the real motivations behind customer purchasing decisions. Bob pioneered the Customer Created Framework, a customer-driven approach to developing products, offers, and marketing strategies. He has spent more than 35 years helping businesses improve customer experience, increase conversions, and accelerate growth. In this episode… Many businesses struggle to understand what truly motivates customers to buy. As a result, they create products, services, and marketing messages based on assumptions rather than real customer insights, leading to missed opportunities and underperforming campaigns. How can companies uncover what customers actually value and use that knowledge to drive growth? Bob Serling, a buying behavior specialist and founder, explains that the key is regularly speaking with customers to understand their experiences, frustrations, goals, and buying motivations. He recommends asking what challenges led customers to seek a solution, what alternatives they tried that failed, and which aspect of a product or service they would never want to lose. Bob emphasizes that businesses should focus on customer experiences rather than features, incorporate customer feedback into marketing and product development, and use AI as a research tool to supplement — not replace — direct customer conversations. In this episode of The Customer Wins , Richard Walker interviews Bob Serling, Founder of Licensing Lab, about uncovering the real reasons customers buy and using those insights to improve marketing and customer experience. Bob discusses why most marketing offers fail, how customer feedback can dramatically increase revenue, and the role AI can play in supporting customer research and market analysis.