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An Amazing Customer Experience, Guaranteed

How to Get Customers to Gain Trust and Confidence in Your Brand

Shep Hyken interviews Jeff Toistercustomer service author, consultant, and trainer. They discuss how making or breaking promises affects the guarantee of an amazing customer experience. 

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Top Takeaways: 

  • Broken promises to your customers can be implicit or explicit and are dependent on the situation or marketing strategy. 
  • There are many reasons why some promises are not kept. Mistakes will happen and there will be miscommunication throughout the management. Or, sometimes, people become busy and a little forgetful. 
  • Many companies struggle to provide a consistent customer experience. And, inconsistent experiences create distrust and cause customer churn. 
  • Shep’s definition of amazement is simply being better than average all the time. Consistently amazing your customers is key in earning their trust and confidence in your business. 
  • Advertising is making a promise to your customers. It sets the expectations. 
  • A customer doesn’t buy a product or service. They buy a solution. For example, you’ll buy a soda because you’re thirsty. You buy a drill to make a hole. 
  • Businesses can use the framework of a guarantee to provide a more consistent experience. There are three elements to an experience guarantee. 1) Promise to solve a customer’s problem. 2) Act to solve it. And, 3) Recover from any service failures. 
  • Think about the real question behind what customers ask youThen, be aware of the solution they are searching for. 


“Advertising helps set the customer’s expectation on the promises that brands are willing to deliver.” 

Brands need to take deliberate actions to ensure they’re keeping their promises. 

The most convenient brands are able to anticipate an issue that they’re already ready to solve. 


Jeff Toister is an author, consultant, and trainer. He helps companies develop customer-focused cultures. He’s written four books including The Guaranteed Customer Experience. Thousands of customer service professionals around the world subscribe to Jeff’s Customer Service Tip of the Week email. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio. 

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more: 

  1. How to build trust with your customers? 
  2. What is a broken promise? 
  3. How to deliver an amazing customer experience? 
  4. What is the process for creating a brand promise? 
  5. How to create customer loyalty? 

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