MW Why more CEOs are chatting directly with customers

By Charles Passy

Executives say it's all about learning how to better run their businesses, but some corporate watchers question if this is just a PR move

Elon Musk is just one of a number of chief executives who sometimes connects directly with customers.

Have a complaint about a company? Or even a compliment to share? The chief executive is expecting your call.

At least that's how some businesses are handling customer-service matters these days. Tom Curtis, president of Burger King's U.S. and Canada operations $(QSR)$, recently announced that he's inviting customers to reach out to him and offer feedback. He's even posted a phone number - (305) 874-0520 - for all to give him a ring.

There "is a broader perception that large brands are not listening closely enough, and taking action based on feedback," Curtis said in a statement to MarketWatch. "I see that as an opportunity. Listening to guests has always been part of how we operate, but this step makes that commitment more personal and visible."

Curtis is in good company these days. You'll find there are a number of prominent executives who often connect with customers. Elon Musk has been known to respond via social media to complaints regarding his Tesla $(TSLA)$ vehicles. Richard Branson, founder of the Virgin Group, has said he walks throughout Virgin planes "asking for feedback from passengers and crew."

Many corporate watchers expect the trend will continue, if not become bigger, as companies look for any way to appear more authentic and genuine - and grow their business as a result.

"CEOs are stepping in because they see an opportunity to break through ... by personally signaling a culture of commitment to customers' wants and needs," said G. Tomas M. Hult, a professor at Michigan State University and a business executive at the American Customer Satisfaction Index. Hult has also authored a Harvard Business Review paper looking at how CEOs respond to customers.

Some question whether these eager-to-connect executives are truly invested in their customers, or if they're just making it appear that way for the sake of publicity. Others wonder if a CEO may do more harm than good by effectively overriding the usual customer-service channels and protocols.

And that's to say nothing of the obvious fact that a CEO simply doesn't have the time to deal with every customer complaint - or even more than a handful of them.

It "is not a scalable business model," Hult said. "The real infrastructure of customer satisfaction depends on front-line customer service, sales and customer experience management personnel who are trained to handle these matters at volume."

'CEOs are stepping in because they see an opportunity to break through.'G. Tomas M. Hult, professor at Michigan State University and business executive at the American Customer Satisfaction Index

Burger King's Curtis and other executives who spoke with MarketWatch say they're well aware that their efforts constitute just a drop in the proverbial bucket in terms of dealing with customer issues. But they also say these interactions can be critical to their business.

"Not every [customer] suggestion can or should be implemented, but identifying consistent patterns is incredibly valuable," said Curtis.

Executives are quick to cite instances when their findings from customer exchanges led to action.

Carina Radonich, co-owner and CEO of the Magic Moment Resort & Kids Club in the Orlando, Fla., area, says it was during her regular conversations with guests that she learned people were frustrated with the limited schedule of the theme-park shuttle service. She also found that guests were disappointed that the resort's breakfast menu didn't vary from day to day.

So Radonich made changes, adding more shuttle trips and switching up the morning food offerings, adding things like breakfast burritos and stuffed croissants.

"Small operational shifts like these drive higher guest satisfaction and repeat bookings," she said.

Sweetwater CEO Mike Clem adds a note to every shipment that goes out to customers. He also makes his email contact information readily available.

Not all such interactions with customers are tied to complaints. Mike Clem, the CEO of Sweetwater, a leading retailer of musical instruments, says about 80% of the comments he receives are positive. And Clem receives hundreds of comments a year, because he makes his email contact information readily available.

The responses include Sweetwater customers sending Clem photos of their home studios. "They send them to me like it's pictures of their kids," he said.

Even if a customer has a complaint, Clem says it's all about building a personal connection - and he insists it's those connections that have helped the 47-year-old business reach nearly $2 billion in annual sales.

There may, however, be another motive for CEOs who offer customers a direct line. Earl Stewart, who owns a Toyota dealership in Lake Park, Fla., has red phones scattered throughout his busy operation - all of which enable customers to put in a call to him personally.

Stewart says that when his employees see a customer reaching for one of the phones, they often step in to see if they can resolve the issue themselves. In effect, the phones keep his staff mindful of customers - and that's what Stewart believes has helped his business win accolades and awards.

But Stewart doesn't deny that the phones also help from a brand standpoint, announcing that his dealership is customer-centric all the way up to the top guy.

"It's big PR," said Stewart.

Time will tell if the Burger King exec's outreach is seen more as a publicity stunt, or if it's really about listening to customers and learning from them.

Jessica Kriegel, chief strategy partner at Culture Partners, a consulting firm that works with large organizations, says if an executive is truly trying to connect with customers, they don't necessarily have to announce it to the world.

"I'm more impressed with the CEOs that don't have press releases," she said.

-Charles Passy

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February 24, 2026 15:37 ET (20:37 GMT)

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