Shep Hyken\'s Customer Service Blog

Amazing Business Radio: Marilyn Suttle

Color Your Customers’ World

How can you create strong customer loyalty while staying inspired?

Shep Hyken is joined by Marilyn Suttle, conference speaker, bestselling author, and coach, to discuss her new book, Color Their World – The Art of Creating Strong Customer Loyalty.


Top Takeaways:

  • The more automated things become, the more important it is to have strong customer service. Automated features can always go wrong, and when they do, someone has to speak to the customers.
  • Reinforcement is just as important as training. If an employee does not have the right attitude or behavior, a leader needs to step in and provide feedback. This reinforcement ensures expectations are met.
  • In a team, if you see someone who is excited about customer service, that excitement becomes infectious. This makes a greater impression than a manager approaching a team with tips or encouragement. Hearing from a peer, even if it is constructive feedback, has a better impact on employees. Finding a top performer to train their peers improves the employee experience, which in turn improves the customer experience.
  • Suttle’s new book, Color Their World – The Art of Creating Strong Customer Loyalty is not your typical book. It’s actually a coloring book that features a sentence starter on each page. For example, “If my best customers described me, they would likely say _____.” The combination of the two activities, filling in the blank and coloring, creates a unique situation that can improve focus and reduce stress, which helps retention of the answers to these powerful sentence starters. Transparency is key. You must be transparent, honest, and upfront with your customers to build trust. Without that trust, there will be no loyalty. Customers will find someone else if they do not have confidence in your business.


  •  “When you have a happy customer, that person is six times more likely to choose other things your company does.” – Marilyn Suttle
  • “Truth builds trust.” – Marilyn Suttle
  • “Employee engagement leads to customer satisfaction, and customer satisfaction leads to higher profits.” – Marilyn Suttle


Marilyn Suttle is a leading authority in service excellence, business and personal relationships, and content marketing. Her latest book, Color Their World – The Art of Creating Strong Customer Loyalty is available now.

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 is communication important in a world of automation?
  2. How does training and reinforcement impact employee attitudes and behavior?
  3. What is peer learning and peer training?
  4. What shouldn’t you say to customers?
  5. How can coloring be beneficial to your customer service skills?

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