The Cult of Customer Amazement

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Shep Hyken Customer Experience

Podcast Episode #65: Amazing Customer Experiences with Shep Hyken

It’s easy to say “I want my customers to be loyal.” It’s tougher to actually achieve that goal. To earn your customers’ loyalty you have to earn their confidence. Without confidence, you cannot have loyalty. Confidence is a product of consistently delivering a better-than-average experience every time you interact with the customer. It’s not about being perfect, perfection is a goal that’s not reality. However, you can realistically amaze your customers by delivering an above-average experience.

In this episode of Power to the Small Business, customer service expert Shep Hyken joins host Jay Ehret to talk customer loyalty and amazement. Hyken believes that customer expectations are so low right now, that it doesn’t take much to exceed them. He believes you can build a cult of customer amazement.

Guest: Shep Hyken – Customer Service Speaker, St. Louis
Length: 28 minutes

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The Five Phases of the Customer

  1. The Cult of Uncertainty – The first time a customer does business with you, they’re not 100% sure what they’re going to get.
  2. The Cult of Alignment –Customers understand what you promise, what you deliver.
  3. The Cult of Experience – Customers experience what you promise.
  4. The Cult of Ownership – When it is experienced more than once, it become predictable and owned.
  5. The Cult of Amazement – If the predictable, owned experience is better than average.

Moment of misery:
That bad moment in the customer’s experience.

Moment of mediocrity: A moment in the customer’s experience that is average.

Moment of magic: That moment in the customer’s experience that is above average. The moment of magic is all about managing customer interactions for a positive experience, an above average experience.


“The goal is, ‘what am I doing right now to make sure that customer’s going to want to come back the next time.’ And you focus on that thought, every time.”

“People think amazement has to be: ‘Blow me away. Wow! Fantastic! ’ …But the great companies…really are nothing more than better than average, all of the time.”

“In a small business, what they (the customer) has is access: access to the owner, access to the top employees. …I think access is a pretty cool thing.”

“The customer is not always right, but they are always the customer. You have to figure out a way to let them be wrong with dignity.”


Shep Hyken’s Website:
Shep Hyken’s Book: The Cult of the Customer
Book referenced in show: Moments of Truth by Jan Carlzon

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