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Author Shep Hyken has spent twenty years studying great companies and the evangelists they create. In The Cult of the Customer, Hyken shows you how to design a strategy that leads both customers and employees through five distinct cultural phases-from "uncertainty" to "amazement." By presenting dozens of case studies that show how great companies made this same journey, Hyken identifies the critical internal and external changes that allowed them to build a Cult of the Customer-and shows you how to do it too.
 
Hyken's message is both powerful and timely: the happier your customers and employees are, the more successful your company will be. The Cult of the Customer is your guide to creating a customer-focused culture that turns satisfied customers into customer evangelists.
 
Shep Hyken is a speaker and author who helps companies build loyal relationships with customers and employees. He is the author of Moments of Magic and The Loyal Customer, as well as the creator of The Customer Focus program, which helps clients develop a customer service culture and loyalty mindset. His wide variety of clients range from smaller companies to such corporate giants as American Airlines, General Motors, IBM, Kraft, Marriott, Toyota, Verizon, and many more.

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What Is the Cult of the Customer?
 
It is a culture that focuses on creating an amazing experience for both employees and customers.
 
This book will take you through the five cults, or phases, that all companies must go through to create an experience that turns your satisfied customers into customer evangelists. These customers aren't just loyal . . . they're your company advocates. They give unsolicited testimonials and referrals and become extensions of your marketing and sales departments. Filled with dozens of case studies and lessons, this book will guide you through a process that develops an employee culture dedicated to creating an exceptional service experience, both inside and outside of your company.
 
"This book reflects the core values of our approach at Morton's The Steakhouse(r). We not only serve The Best Steak Anywhere, but we are truly focused on providing our guests with Morton's Genuine Hospitality, second to none in restaurant dining. This book is all about providing you with the necessary tools to create that amazing, top-of-the-line experience for every guest."
-Thomas J. Baldwin, Chairman, CEO, and President, Morton's Restaurant Group
 
"At Zappos.com, we've always recognized that customers need to be more than satisfied-they need to be WOWed! Shep recognizes this as well in his book, and gives plenty of examples of how different companies go about creating WOW experiences."
-Tony Hsieh, CEO, Zappos.com
 
"At Verizon Wireless, we are passionate about creating a great customer experience in every customer interaction.?This book takes you through the necessary steps to create a world-class customer service organization."
-Eileen Creeden, Vice President, Northeast Customer Service, Verizon Wireless
 
"Ultimately, we want loyal customers-not just loyal to our brand, but also to our dealerships. The Cult of the Customer teaches how to get customers, in virtually any business, to come back again and again.
-Mike Rencis, Customer Service Operations Manager, Toyota Motor Sales, USA

Aus dem Klappentext

No matter what you sell, who you sell it to, or how much (or little) of it you sell, your business revolves around customers. Keeping customers happy, keeping them coming back for more, and keeping them loyal to your brand are the most basic ingredients of business success. The Cult of the Customer shows you how to create the kind of customer experience that leads to endless loyalty and constant referrals.
 
In today's competitive business climate, you can't just satisfy your customers. You have to be better than that, giving them experiences that they won't forget. You must amaze them with "Moments of Magic" that transform them into customer evangelists-customers who go out of their way to tell the world about you and your business.

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The Cult of the Customer

John Wiley & Sons

Chapter One

Once upon a time, a genie paid a visit to the town square of Businessland, where he met three entrepreneurs, each of whom wanted to open an ice cream stand.

"I will grant each of you one wish-give you anything you ask of me-if, and only if, granting your wish will truly ensure the success of your venture," the genie promised. As he floated sedately on an orange puff of smoke poised about three feet above the center of the town square, the genie stared ominously at the three entrepreneurs. "Speak your wish," he said, pointing at the first entrepreneur, "and speak well."

The first entrepreneur thought for a moment and then said: "My wish is the best possible ice cream to sell here in Businessland-the most delicious ice cream on earth."

"I shall not grant it," said the genie with a frown. "The best ice cream on earth would not guarantee your success."

He turned to the second entrepreneur. "Speak your wish-and speak well."

The response came quickly: "My wish is that you should grant me the very best location in Businessland, in a place where my ice cream shop will be noticed by all who pass through the city."

"I shall not grant it," said the genie, frowning again. "The best location on earth would not guarantee your success."

The genie cast a doubtful eye on the third entrepreneur, saying: "Yours is the last wish. Speak it-and speak well."

The third entrepreneur smiled confidently. "I have ice cream," she said, "though it may not be the best on earth, and I have a storefront in mind, although it may not be the best location. My wish," she continued in a firm voice, "is that I should have a never-ending supply of loyal customers lined up outside the door of my ice cream shop every day."

The genie grinned broadly.

"You have spoken well," the genie said. "Your wish is my command." With that, he cast his spell, and from that moment on, the third entrepreneur's business thrived (much to the chagrin of the first two).

Without customers, it doesn't matter how good the ice cream is. Without customers, it doesn't matter where you put the ice cream shop. Without customers, you don't have a business.

Now, I may not be a genie, and I can't grant you any wishes. But what I can do is give you the tools and information you need to deliver a customer experience that creates loyal customers-the kind of customers who not only keep coming back for more ice cream but also refer their friends and associates to your ice cream stand-or whatever your business is.

If you're interested in finding out what will help you transform customers into evangelists ... read on.

(Continues...)

Excerpted from The Cult of the Customerby Shep Hyken Copyright © 2009 by Shep Hyken. Excerpted by permission.
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