| The Cult of The Customer |
| Create an Amazing Customer Experience That Turns Satisfied Customers into Customer Evangelists |
By Shep Hyken
Author of Moments of Magic and The Loyal Customer
What is The Cult of the Customer?
If you're in business, it's the cult you want to belong to.
First things first: There's nothing scary about the word "cult." If
you stop and think about it, you'll realize you can find the word
"cult" inside words you already know and use without any
problem, words like "culture" and "cultivate." "Cult" comes from
the Latin word cultus, which originally meant "care or tending."
What we're proposing in this book is creating a corporate
culture that is so focused on taking care of and tending to
employees and customers that the culture itself creates
Evangelists.
Evangelists are special people who go out of their way to tell the
world just how great you and your company are. They are
exactly the kind of advocates that you want your organization's
culture to create. That's the end result of The Cult of the
Customer.
There are many companies who have managed to build a culture
that reaches this level; a culture rooted in a concept called
Amazement. In this book, I'll tell you their stories, show you
exactly how they made The Cult of the Customer happen, and
show you how you can make it happen, too.
The Discovery
Since the mid-1980s, I’ve been speaking and writing about
customer service, internal service, customer loyalty, the
customer experience; virtually anything that had to do with
building a relationship with the people with whom you work or
do business. This book takes everything I've learned in that
time to a higher level. It's based on a discovery I made recently;
something that I've suspected for years, but have only now been
able to prove with the examples and principles in this book:
Employees and customers live in a parallel world.
Years ago, I identified five phases that customers go through
from the time they first start doing business with you until they
become loyal to you and your company. Here is the interesting
part -- the part that matters to you and me as business people:
Employees of your company go through identical phases.
In order for a company to create an Amazing experience -- one
that creates not just loyal customers, but company Evangelists --
the employees of that company must move through these phases
before the customers do. These phases are the various Cults
that your company may be in. You'll learn about all these
phases in this book.
This is a book that you and everyone you work with needs to
read, study, discuss and embrace. It is your guide to creating an
amazing customer experience that turns satisfied customers into
customer evangelists.
Table of Contents
(Hardback - 256 Pages)
Read This First
Part One – The Purpose of Your Business
1. The Genie and the Ice Cream Shop
2. Do You Need This Book
3. The Three Forces
Part Two – The Five Cults
4. Uncertainty
5. Alignment
6. Experience
7. Ownership
8. Amazement
Part Three – The Journey to Amazement
9. The Internal March to Amazement
10. The External March to Amazement
11. Launching the Amazement Revolution
Part Four – Amazement in Action
12. Little Things
13. Problem Solving and Recovery
14. Opportunity Knocks
15. Pro-Active Service and Follow Through
16. The Art of Wow
Part Five – Creating the Cult of the Customer
17. Tools for Success
18. Epilogue
Acknowledgements
Meet Shep Hyken
Order today!
Shep Hyken, CSP, CPAE
Shepard Presentations, LLC
711 Old Ballas Rd., Suite 215
St. Louis, MO 63141
(314)692-2200 || Fax: (314)692-2222
shep@hyken.com || http://www.hyken.com
Copyright © 2009 by Shep Hyken and Shepard Presentations, LLC
More On Shep Hyken...
Shep Hyken, CSP, CPAE is a customer service and customer
experience speaker. He is also the creator of The Customer
Focus™ program. This is a customer service training program
that helps companies develop a customer service culture,
creates loyal customers and creates a better environment for
employees (internal customer service). For more information
on The Customer Focus™ program, please click here. (www.
TheCustomerFocus.com)
Author of Moments of Magic and The Loyal Customer
What is The Cult of the Customer?
If you're in business, it's the cult you want to belong to.
First things first: There's nothing scary about the word "cult." If
you stop and think about it, you'll realize you can find the word
"cult" inside words you already know and use without any
problem, words like "culture" and "cultivate." "Cult" comes from
the Latin word cultus, which originally meant "care or tending."
What we're proposing in this book is creating a corporate
culture that is so focused on taking care of and tending to
employees and customers that the culture itself creates
Evangelists.
Evangelists are special people who go out of their way to tell the
world just how great you and your company are. They are
exactly the kind of advocates that you want your organization's
culture to create. That's the end result of The Cult of the
Customer.
There are many companies who have managed to build a culture
that reaches this level; a culture rooted in a concept called
Amazement. In this book, I'll tell you their stories, show you
exactly how they made The Cult of the Customer happen, and
show you how you can make it happen, too.
The Discovery
Since the mid-1980s, I’ve been speaking and writing about
customer service, internal service, customer loyalty, the
customer experience; virtually anything that had to do with
building a relationship with the people with whom you work or
do business. This book takes everything I've learned in that
time to a higher level. It's based on a discovery I made recently;
something that I've suspected for years, but have only now been
able to prove with the examples and principles in this book:
Employees and customers live in a parallel world.
Years ago, I identified five phases that customers go through
from the time they first start doing business with you until they
become loyal to you and your company. Here is the interesting
part -- the part that matters to you and me as business people:
Employees of your company go through identical phases.
In order for a company to create an Amazing experience -- one
that creates not just loyal customers, but company Evangelists --
the employees of that company must move through these phases
before the customers do. These phases are the various Cults
that your company may be in. You'll learn about all these
phases in this book.
This is a book that you and everyone you work with needs to
read, study, discuss and embrace. It is your guide to creating an
amazing customer experience that turns satisfied customers into
customer evangelists.
Table of Contents
(Hardback - 256 Pages)
Read This First
Part One – The Purpose of Your Business
1. The Genie and the Ice Cream Shop
2. Do You Need This Book
3. The Three Forces
Part Two – The Five Cults
4. Uncertainty
5. Alignment
6. Experience
7. Ownership
8. Amazement
Part Three – The Journey to Amazement
9. The Internal March to Amazement
10. The External March to Amazement
11. Launching the Amazement Revolution
Part Four – Amazement in Action
12. Little Things
13. Problem Solving and Recovery
14. Opportunity Knocks
15. Pro-Active Service and Follow Through
16. The Art of Wow
Part Five – Creating the Cult of the Customer
17. Tools for Success
18. Epilogue
Acknowledgements
Meet Shep Hyken
Order today!
Shep Hyken, CSP, CPAE
Shepard Presentations, LLC
711 Old Ballas Rd., Suite 215
St. Louis, MO 63141
(314)692-2200 || Fax: (314)692-2222
shep@hyken.com || http://www.hyken.com
Copyright © 2009 by Shep Hyken and Shepard Presentations, LLC
More On Shep Hyken...
Shep Hyken, CSP, CPAE is a customer service and customer
experience speaker. He is also the creator of The Customer
Focus™ program. This is a customer service training program
that helps companies develop a customer service culture,
creates loyal customers and creates a better environment for
employees (internal customer service). For more information
on The Customer Focus™ program, please click here. (www.
TheCustomerFocus.com)
Years ago Shep Hyken defined
a new standard for outstanding
customer service through
showing us how to create
Moments of Magic. The Cult of
the Customer expands on his
previous work in ways both
revolutionary and evolutionary,
moving beyond
"moments" to forming a culture
of customer experience that
creates not only advocates but
"Evangelist" for you, your
business and your brand. If this
is your Vision then this is your
book!
-- Barry Knight, President
NEXT Financial Group
Selling mortgages is a
commodity business, and that
presents a real problem.
How do we compete when our
competition sells the same thing
that we do - and
at the same price? The answer
is in The Cult of the Customer.
Drink Shep's
Kool Aid. Study this book.
Work though the exercises. You
will gain the competitive edge
you need to succeed.
-- Doug Schukar, CEO
USA Mortgage
a new standard for outstanding
customer service through
showing us how to create
Moments of Magic. The Cult of
the Customer expands on his
previous work in ways both
revolutionary and evolutionary,
moving beyond
"moments" to forming a culture
of customer experience that
creates not only advocates but
"Evangelist" for you, your
business and your brand. If this
is your Vision then this is your
book!
-- Barry Knight, President
NEXT Financial Group
Selling mortgages is a
commodity business, and that
presents a real problem.
How do we compete when our
competition sells the same thing
that we do - and
at the same price? The answer
is in The Cult of the Customer.
Drink Shep's
Kool Aid. Study this book.
Work though the exercises. You
will gain the competitive edge
you need to succeed.
-- Doug Schukar, CEO
USA Mortgage