Mission-Driven Customer Service: How Purpose Transforms Team Performance and Growth

Transcript

[00:00:00] Steve MacDonald: Welcome everyone to the Contact Center Perspectives podcast. I’m Steve MacDonald, your host, and I am very proud to introduce to you a guest we have on today, Simas Tamosaitis. And Simas, you are the Director of Customer Service at mastermind.com, and that is the company that’s owned by Tony Robbins and Dean Graziosi, and we all know those names and love what you guys are doing there.

[00:00:25] Steve MacDonald: And what’s great is that we’re kind of taking the overall mentality that we know and love Tony and Dean for, and you’ve really adopted that and have it as kind of a mission-driven customer service mentality. And I love that in terms of how it drives what you do, and what you do isn’t just limited to what you do professionally.

[00:00:49] Steve MacDonald: You’re a father of three, a very proud father of three, and I would just say you’re a really outgoing, positive guy in all of our conversations, so I’m looking forward to what we’re gonna do here. But before we get started and kind of talk about this mission-driven customer service orientation, I’d love to just have you spend a minute or two and maybe explain a little bit more about your background.

[00:01:12] Simas Tamosaitis: Absolutely, Steve. Well, first of all, huge fan of what you do, and thank you for elevating the different perspectives and just the importance of customer service in business. You bring in a ton of value to your listeners, and you’re really appreciated. Just wanted to start off with that.

[00:01:24] Steve MacDonald: Thank you. Thank you.

[00:01:25] Simas Tamosaitis: Absolutely. But yes, I’m Simas. I am currently the Director of Customer Service here @mastermind.com. I also oversee the QA team, the compliance, and the retention parts of our business. I am approaching 20 years now of serving and helping people solve problems. I started off in the restaurant industry, you know, as a server, a bartender, face-to-face helping people, to training teams to prepare them to serve in the highest capacity and quality, to leading eight-figure sales teams, to where I’m at today working here @mastermind.com.

[00:01:54] Simas Tamosaitis: And as you mentioned, the great Tony Robbins and Dean Graziosi. Truly glad to be here talking about CX. It’s such a timeless and interesting part of business, and Steve, great customer service will never go out of style. And since I get the privilege of being surrounded by people like Tony Robbins every day, who live and breathe mindset and motivation, what I’ve realized is that the same strategies that really drive personal breakthroughs also build great customer service departments. And that’s the conversation I’m really most excited to share with the audience.

[00:02:21] Steve MacDonald: Let’s get into it. Right? Let’s take that mission-driven kind of mindset, and we’ve all heard Tony speak and Dean speak, so I’d love to hear about how you personally, working in that kind of an organization, have adopted that into a CX strategy. That would be a great place to start.

[00:02:39] Simas Tamosaitis: Yeah, absolutely. That’s a really great question, and I wanna set the stage for the conversation too, on the framework, if I may. I’m hoping that most of the listeners out there, almost all of them, are working at a company in a role that they truly believe in. And if you truly believe in your product or the service that you’re delivering, you truly want people to choose you over anybody else, right?

[00:02:58] Simas Tamosaitis: And we already know the cost of acquiring a customer is high. Ask any marketing team how much effort they put in and just how competitive it is out there. But for us in customer service, we need to be mindful that most of the interactions are either confirming the customer’s decision to purchase from you and stay with you, or they’re planting doubt that sends them thinking about going to your competitor, looking for different options.

[00:03:15] Simas Tamosaitis: So I’m speaking on the principle that the company and the role that you have, you feel that it’s a disservice when you lose the customer and they go somewhere else. And I want to talk about what it takes to get everybody on your team feeling that way, where it stings to lose somebody. So, to answer the question, one of the first things I learned is that customer service teams don’t succeed just because they answer questions quickly.

[00:03:37] Simas Tamosaitis: They need the right foundation. They need mindset, they need mission, and they need, obviously, measurable KPIs as well. Now, when I see a great customer service team, they all have one common denominator, Steve. Their mindset and their team’s mindset on supporting the customer is evident in those front lines.

[00:03:54] Simas Tamosaitis: And we really need to focus on the why. And when the companies don’t lose focus on the why, everything else really falls into place, and the direction and strategy become clear. And I can give you a recent example too of that being played out.

[00:04:05] Steve MacDonald: Yeah, that’d be great.

[00:04:07] Simas Tamosaitis: Yeah, so like Starbucks, right? Under Brian Niccol, he’s currently in the process—just took over, I think about a year ago—and is trying to really shift the mindset of the customers and their staff.

[00:04:15] Simas Tamosaitis: He took over, and there’s really nothing foundationally wrong with their business, right? They have a great brand, loyal customers, really robust operations, but they really noticed that they drifted as a company to being a little bit more transactional than they really wanted to be. They’re efficient, but speed alone wasn’t driving their loyalty.

[00:04:30] Simas Tamosaitis: So what did they do? They implemented their Green Apron Service Strategy, is what they’re calling it. They learned that they really needed a mission. They leaned into it, and they really focused on retraining the mindset of the team. So they started writing names on cups again.

[00:04:44] Simas Tamosaitis: And while that, on paper, is not gonna add to the revenue, it really shifts how the barista is showing up in the moment and really helps them create that meaningful connection, or at least trying to. I think they could have done a better job of maybe leaning into that strategy, but in principle, what they’re trying to do is really reframe the mindset of the barista and the customer, that it’s bigger than just handing out a cup of coffee.

[00:05:05] Simas Tamosaitis: It’s not transactional, it’s more relationship-based. It’s bigger than that. So I have other examples too, but the point is, time and time again, I’m seeing companies where their employees feel like they’re just answering tickets, just troubleshooting software, or maybe just refunding payments.

[00:05:20] Simas Tamosaitis: Because when people see their role as small, their efforts are gonna shrink to match it. And the companies with the best customer service connect their employees to that bigger picture. So instead of, I’m just fixing a login issue, it becomes, I’m helping somebody get back into their business so they can serve their own clients today.

[00:05:35] Simas Tamosaitis: Or instead of just, I’m answering a simple question, it’s, I’m showing this person how to actually get value from the product they invested in. So whatever it is—the product or the service that your company does—what is that bigger picture? And we really should be proud that the customer chose to do business with us.

[00:05:50] Simas Tamosaitis: It’s our job to solve the problem and help them get to where they’re trying to go. And customer service teams just carry so much power, Steve. We have a say in how that customer feels, how their day goes, how their future is shaped by what we’ve sold them. And that really is how great customer service and great customer experiences are created—by teams who understand that true impact.

[00:06:08] Steve MacDonald: You need to be on stage with Tony and Dean because you’ve got a way with words, that’s for sure. I know there’s a lot there, yeah. But here I definitely want to kind of start to unpack that and dig a little deeper because one of the things that I took away is just, and you started out by talking about how much you believe in your company.

[00:06:27] Steve MacDonald: Right. And you believe that if you’re helping people with your company, that’s their best choice, and you’re truly helping them in their lives. And if we have a sense of purpose, this is a big thing. And I’m taking away a mission, a purpose, right? We’re more in on it. And one of the big things in the customer support CX industry is getting agents that are empowered and feel good about what they’re doing.

[00:06:54] Steve MacDonald: Because agent turnover can be a very big issue in the industry, but getting people that feel like they’re doing something important. There was a great study that came out, and it showed everything that you’re gonna say. Yeah, I get it. We all get it. But employees that are engaged, it means that there are customers that are engaged.

[00:07:12] Steve MacDonald: And if the customers are engaged, that means they spend more money, they’re more loyal to us, right? They feel better about working with us and the company. So my first takeaway here is that you gotta really sell in and be an advocate for the mission of your company, first and foremost, to create that kind of loyalty.

[00:07:35] Steve MacDonald: Is that a good, decent takeaway from what you were saying?

[00:07:39] Simas Tamosaitis: I think so, yeah. I mean, the way that I try to see it, and the way we try to see it here @mastermind.com, and again, playing off the fact that we truly have a bigger impact than what it seems at the surface, is the fact that I get to help this customer, not I have to help this customer.

[00:07:54] Simas Tamosaitis: One word difference, but it carries a ton of meaning and really shifts the mindset, right? And too often, Steve, do I see—I’ll be a little PC here—but customer service being polite, following the script, really checking the box, so to speak. And while that approach meets expectations, it’s functional.

[00:08:10] Simas Tamosaitis: I’m telling you right now, it’s not gonna build engagement or long-term impact. It’s gonna get the job done. But if you wanna be better than average and have your customer service team be the edge for your company and differentiate you from your competitors, make sure that the mindset of the team is right. And if we think about it, right, the day you got your first job or whatever role you’re currently in…

[00:08:28] Simas Tamosaitis: I always talk to my team as well. I try to remind them of what they felt when they got that job offer to become a part of that team. How excited they felt, how ambitious they were to serve. Right? Just so many ideas. I’m gonna do this. I can’t wait to get started. And there are many times where I see new hires coming onto teams; they bring that energy, and they bring that passion. And only over time do they lose that enthusiasm and just go back to checking those boxes, right?

[00:08:44] Simas Tamosaitis: So how great is it if we had a team firing on all cylinders and invested and feeling empowered to help people? Picture how the customer service operations look.

[00:08:59] Simas Tamosaitis: Right? If you had that day-one enthusiasm plus the knowledge of a seasoned employee, that’s the culture that we try to build. And that’s where mindset, I think, is really just central to everything we do.

[00:09:11] Steve MacDonald: So how do you instill that? How do you train for that? Training is a big thing in the industry, right?

[00:09:20] Steve MacDonald: But we usually think about it as training on our products and our services and the knowledge of our agents to be able to adapt and react and handle tickets and calls and emails and things that are coming in, chats that are coming in. Like what’s your thought on instilling and training that within an organization, and does it have to literally come from top down?

[00:09:42] Steve MacDonald: What if we don’t have a Tony Robbins at the top? What if we’re kind of the normal people? We’ve got a really good company, right? But how do we do that?

[00:09:51] Simas Tamosaitis: I do think it starts with the leadership. I think you have to lead by example. You have to show what great customer service looks like and just have those kinds of expectations from your staff as well.

[00:10:02] Simas Tamosaitis: I mean, look, we know that AI is going to step in as it continues to evolve, right? It’s gonna naturally take on some of these repetitive and routine tasks. But you know, when an issue reaches your customer service team and it’s an edge case or something like that, that’s where the brand is truly tested—where the customer’s gonna notice how you respond when things aren’t straightforward.

[00:10:22] Simas Tamosaitis: And that’s where that training, right, and those human agents will make the difference based on the culture and the mindset that you’ve ingrained into them. It’s gonna show up in their ability to handle those nuances, how to demonstrate empathy, and really how they solve the problem too. Because when customers are working to solve their problems with your staff, that’s when they really see how genuine the company is. And if your team isn’t aligned in that mindset, those moments easily become missed opportunities instead of moments where you can turn customers into advocates. So honestly, just again, training, leading by example, focusing on mindset, and just being repetitive about it day in and day out.

[00:10:59] Simas Tamosaitis: You know, for example, we recently had one where—and I’m sure many of us have experienced situations like this—there was a complex order issue or a last-minute shipping change or request. A purely transactional approach would be to just follow the rules, apply the standard procedures, and move on.

[00:11:13] Simas Tamosaitis: But if your team is empowered with the right mindset, they really start thinking outside the box. And you kind of want to encourage that. I have a recent example where somebody purchased a Christmas present for their best friend, and I forgot what happened, but the shipment wasn’t going to make it on time.

[00:11:28] Simas Tamosaitis: So we ended up grabbing a small box, put our brand on it, added a photo of the item in there, even handwrote a note in there explaining the efforts that customer went through to make sure that the present was going to get there in time, and just how excited they were to give it to their friend—but due to some issues, we were the ones that dropped the ball.

[00:11:44] Simas Tamosaitis: So it honestly took us an extra 10 minutes, but it’s that time that, you know, some companies would be spending arguing or maybe defending the situation. But we took action because we understood that the main goal wasn’t the item itself—although it does matter.

[00:11:59] Simas Tamosaitis: It was the experience that customer was trying to provide for their friend. So they still got the present, they still got to open it, and on top of that, we got to showcase the care and thought that this customer put into getting that present. So we kind of took it a little bit bigger than normal, but point being, right, this might be more than what some companies are willing to do or able to do.

[00:12:16] Simas Tamosaitis: But I’m sure we all have that one member of our customer service team who puts a little bit more heart into what they do. And that’s the point I’m trying to make — many times, the issue at hand is bigger than the immediate problem. If we factor in even those routine interactions, we can build a customer service team that doesn’t have 20 different kinds of support.  

[00:12:32] Simas Tamosaitis: You have technology and people working together to serve customers at the highest level — consistently. And, yeah, it’s just about supporting them, motivating them, and highlighting some of these examples.

[00:12:46] Steve MacDonald: What I’m taking away from this is that we all know every customer interaction matters, right? But it’s different — we can look at it as, “They all matter, let me just take care of it.” I’m being asked to reduce costs, reduce average handle times, or whatever the KPI is. And so, you can get into kind of a machine-like mode.  

[00:13:13] Steve MacDonald: And that’s anything but what I’m hearing from you — that’s the opposite end of the spectrum. How do you think about it when every interaction matters, but going deeper means spending more time, more resources — the opposite of acting like a cost center that’s just trying to be more efficient instead of doing things right? How do you think about that?

[00:13:42] Simas Tamosaitis: Okay — AI. I’m hoping most teams out there, your listeners included, are utilizing AI to at least get rid of some of those repetitive questions that come in. That way, the things reaching your team are those edge cases — those opportunities to go above and beyond.  

[00:14:00] Simas Tamosaitis: You don’t want to deliver a standard, routine experience. You can, but long term, that’s not going to differentiate you. So it’s really a matter of empowering your team to think critically, to think about the bigger picture: “What am I trying to do here?” And supporting and motivating them to do that.

[00:14:16] Simas Tamosaitis: I’m a huge fan of examples, so I’ll give another one. I play basketball at the gym, and there’s this 19-year-old gentleman I play with — really motivated, very fit — but he works at a restaurant making salads. It’s a drive-thru place here in Arizona.  

[00:14:31] Simas Tamosaitis: He told me, “I’m just not motivated to bring 100% of the effort I have in me. I’m showing up, putting in my hours, making these salads, listening to music… am I really making a difference?”  

[00:14:40] Simas Tamosaitis: And I said, “Absolutely.” Because when he’s making that salad, he’s helping somebody eat healthier when they might’ve otherwise made a poor choice. He’s giving people time back in their day — those 20 minutes they would’ve spent cooking could be a game changer for someone juggling a lot.  

[00:14:57] Simas Tamosaitis: The point is, time and time again, when companies and their employees feel like they’re “just answering tickets” or “just troubleshooting software” or “just refunding payments,” you can help them reframe their mindset — to see the bigger picture.  

[00:15:10] Simas Tamosaitis: “I’m doing something bigger. I’m helping people more than it seems at a surface level.” It’s necessary for us to continuously help them see that bigger picture.

[00:15:20] Steve MacDonald: I think you keep reframing it in my mind too, and I can see how, if I was on your team, you’d have to show them the bigger picture — how what they’re doing makes a difference. That becomes part of their mission then.

[00:15:29] Steve MacDonald: And that’s a beautiful example, right? Because if we go to a place like that and buy a salad, that’s 20 minutes that might mean I have time to pick my daughter up from dance, where I couldn’t before.

[00:15:49] Steve MacDonald: And that’s important for me — to be there. I love how you’re bringing emotions into this and making it matter, because emotions are so important. Whether it’s B2C or B2B, if you’re in a contact center — no matter which side you fall on — emotions behind why you’re buying that product or service are super important on both sides.

[00:16:19] Steve MacDonald: So how important are emotions when it comes to training, building purpose and mission, and instilling that within your team?

[00:16:32] Simas Tamosaitis: Ultimately, that’s a really good question. I can probably sum it up as critical thinking. Hopefully I’m answering your question right, but one of the things I focus on is fostering a team where critical thinking isn’t just encouraged — it’s expected.

[00:16:43] Simas Tamosaitis: We all have our frameworks, our standards, our scripts — but that’s just one layer. I want them to understand why we have those frameworks, standards, and scripts. I want them to use all that, but also critically think about how it applies to the situation in front of them.

[00:16:59] Simas Tamosaitis: And I’m not talking about bending rules. I’m talking about discretion — the discretion they already have when making decisions — and understanding the impact of their actions on both the company and the customer.

[00:17:13] Simas Tamosaitis: My goal — and I know we’ve mentioned this a lot — is to build a team that sees themselves as contributors to a bigger mission. That mindset helps them become problem-solvers. They start to see situations as opportunities to shape better outcomes or find better ways of doing things.

[00:17:28] Simas Tamosaitis: It also allows them to speak up, since they’re the ones in the trenches and often have insights that data alone can’t reveal.

[00:17:46] Simas Tamosaitis: And I’m sure we can all relate to this: when we introduce a new project or a company change, most people’s first reaction is resistance — that’s human nature. But if they understand the purpose behind the change, how it connects to improving service or experience, they start seeing themselves as collaborators instead of critics. [00:18:00] Simas Tamosaitis: That’s how you get buy-in on change and keep the atmosphere positive. The better they understand the policy, product, or process change, the better the overall outcome.

[00:18:04] Simas Tamosaitis: And since they understand how it all relates to the bigger picture, you’re going to get less resistance. I’m a father of three kids, Steve. I love it when my kids follow the rules — it’d be great if they ate their vegetables, cleaned their rooms, called their grandparents, right? I haven’t won every battle, but they are eating their vegetables on their own now.

[00:18:19] Steve MacDonald: That’s good.

[00:18:20] Simas Tamosaitis: Yeah, they want to stay healthy — that’s the bigger picture. They’re getting outside after sitting in class all day, getting their exercise. They even hold me accountable when they want to play and see I’ve been sitting on the couch too long making bad choices.

[00:18:33] Simas Tamosaitis: The same goes for my team, too. I don’t want them to just follow the rules — I want them to understand why we have them, and to make decisions that align with that bigger picture. When they do that, they start owning their own growth. They hold each other accountable as a team. They even challenge me when they see a better way forward.

[00:18:49] Simas Tamosaitis: And I don’t see that as a threat to leadership or take it personally — that’s how you build leaders at every level. When your team is thinking that way, Steve, the customer feels it. They don’t just get a scripted answer — they get someone who’s invested in creating the best possible experience. I can expect that from everyone in my department, and we hold each other to that high standard.

[00:19:06] Steve MacDonald: The word that comes to mind — that we throw around a lot, just like we do with “vision” or “mission” — is culture. Those words can end up as plaques on the wall or lines on a website that nobody really pays attention to. But what you’re defining here, and what you’re painting such a vivid picture of, is a culture.

[00:19:31] Steve MacDonald: A culture that’s very different from what operates in a lot of contact centers or customer support environments. Is that a good word for it? How do you think about it — the culture you’re creating? Supporting one another, having each other’s backs, having that mission and purpose — how do you think about that?

[00:19:51] Simas Tamosaitis: Yeah, I mean, ultimately, I want us all rowing in the same direction — working together toward a common goal. When I structure the department or our initiatives, I look at it in four ways.

[00:20:00] Simas Tamosaitis: First, what does success look like? What’s the North Star we have for our customers, and what’s the North Star we have internally? Those are two different things.

[00:20:07] Simas Tamosaitis: Second, why do we do it? What problem does our product solve? We put ourselves in the customer’s shoes and think about the impact we’ll have if we solve it.

[00:20:20] Simas Tamosaitis: Third, how are we going to do it? What tools are we going to use? What’s our approach? How can we make it easy for the customer?

[00:20:32] Simas Tamosaitis: And finally, how are we performing? What KPIs and standards have we set? Where are they now? How are they trending? How can we do it better?

[00:20:43] Simas Tamosaitis: Ultimately, it all goes back to the mission. Mission gives purpose; metrics give direction. Together, they build a team that performs and grows.

[00:20:44] Steve MacDonald: You talked in our last conversation about future-proofing human value. Can you explain what you meant by that?

[00:20:55] Simas Tamosaitis: Yeah, that’s a good question. If you haven’t figured it out by now — yes, we have to fix the customer’s issue in front of us. But if that’s all we’re doing, we’re leaving so much on the table. Every interaction is also an opportunity to create an advocate for your brand.

[00:21:10] Simas Tamosaitis: Customer service is an incredibly targeted form of marketing for recurring business. That’s why we measure NPS scores, CSAT, handle times — those are all important. But ultimately, I see each interaction as a seed you plant in the customer’s mind. The way we show up determines whether that seed grows into loyalty — or doubt the next time they make a purchase.

[00:21:37] Simas Tamosaitis: If every interaction reflects consistency, care, and alignment with your mission, people start looking at your company as the benchmark for what great service should feel like. That’s what we aim to do.

[00:21:45] Simas Tamosaitis: We should be building the best customer support in the industry. Honestly, it’s easier than we think — but it takes leadership to bring it to life. It takes that North Star, that vision, and that mindset all working together toward a common goal.

[00:21:51] Steve MacDonald: Here’s an interesting question — because I don’t always know the right one to ask. What question haven’t I asked? What area haven’t we covered that you want to make sure we communicate in this conversation today?

[00:22:05] Simas Tamosaitis: Oh gosh — I think we’ve covered a lot. But if you haven’t figured it out by now, mindset is central to everything we do.

[00:22:15] Simas Tamosaitis: If we want our service to be truly exceptional, you can’t just train people on scripts and tools. You can’t just tell them what to do and how to do it — that approach won’t get you the results you want. You’ll end up with a robotic team and spend more time cleaning up poor experiences.

[00:22:38] Simas Tamosaitis: The best customer service teams are trained on mindset. They understand the why behind what they do. They don’t take for granted the impact they have on a customer’s day. They see themselves as part of something bigger — a culture working toward a shared goal.

[00:22:57] Simas Tamosaitis: When you invest in people who think critically, who can zoom out and understand the ripple effect of each interaction, that’s when a team truly flourishes. My call to leaders is this: don’t settle for average. Build your team with intention. Give them the bigger picture — and watch as they elevate your brand in ways technology alone never could.

[00:23:10] Simas Tamosaitis: Think of it like conducting an orchestra. If every musician only focused on the notes in front of them, you’d have a lot of noise. But when they understand how their part fits into the symphony, that’s when you create music people can’t forget. That’s what great customer service can be.

[00:23:18] Steve MacDonald: I love it. We’ve covered so much territory here, and our poor human brains can only retain two or three things at a time. So for all the CX, customer support, and contact center professionals tuning in — if there was one thing you wanted them to take away from this conversation, what would that one thing be?

[00:23:45] Simas Tamosaitis: You know, I think I kind of touched on it and maybe answered it in the prior question — don’t settle for average. Really invest in your team. Zoom out, evaluate what success looks like for your customers, what success looks like internally, and just work backwards from there.

[00:24:02] Simas Tamosaitis: But I think mindset needs to be at the center of everything. When my team shows up with energy and intention, I realize they’re not just helping one customer. For example, at Mastermind, what we do is we build coaches. And what we’ve realized is that if someone is having a login issue, it’s not just impacting that one person — it has a ripple effect.

[00:24:19] Simas Tamosaitis: It’s like throwing a stone into the water; it doesn’t stop at that first circle. If we solve it, that impact keeps expanding. Our team might help that one customer, but that customer goes on to help dozens of other people. That’s what I’m most proud of — that my team understands they are part of something bigger, and they take that responsibility to heart.

[00:24:43] Simas Tamosaitis: So, lead by example. Lead with intention. And just lead with heart.

[00:24:43] Steve MacDonald: You know, I have to say that people are gonna have questions, I’m sure. Is it okay if I give out a link to your LinkedIn profile so people can reach out and get ahold of you?

[00:24:53] Simas Tamosaitis: I welcome that, yeah.

[00:24:55] Steve MacDonald: Fantastic. Our goal here on the podcast is to bring really different and unique insights and perspectives based on different experiences, backgrounds, and industries. And if we do that, that’s the rising tide that lifts all boats.

[00:25:00] Steve MacDonald: I’d just like to say that I think you are a really important part of that rising tide today. I appreciate that you came on and shared your insights with us.

[00:25:21] Simas Tamosaitis: Thank you. It’s an absolute privilege to be here. And yeah — great customer service will never go out of style. I welcome anybody reaching out. I love this space, I love helping people, and let’s make a difference and make the world a better place every day.