Bill Price is one of the most influential minds in customer experience — and he joined us to break down how AI is transforming CX, why 88 percent of customers never complain, and how companies can finally eliminate friction at scale.

Bill was Amazon’s first Global VP of Customer Service, where he helped build the customer-centric philosophy that powered Amazon’s explosive early growth. Today, he runs Driva Solutions and is the Founder & CEO of Intendra AI, a CX analytics platform that identifies intents, reduces operational drag, and uncovers the “silent sufferers” who quietly churn without ever contacting support.

In this conversation, Bill shares insights on:

• The real story of Amazon’s early customer-centric culture
• Why “the best service is no service”
• How large language models are rewriting the rules of customer service
• The 88 percent of customers who never complain — and how to find them
• Why first-contact resolution is now misleading
• How companies across hospitality, banking, ecommerce, and B2B services can proactively fix hidden friction
• What Intendra AI is building today and where CX is going next

Bill is also the author of four must-read books on CX:

• The Best Service Is No Service
• Your Customer Rules!
• The Frictionless Organization
• Zero Complaints