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Automate the Process, Never the Relationship

The Secret to Building Amazing Company Culture

Shep Hyken interviews Matthew Barnett, the CEO and “Papa Bear” of Bonjoro. They discuss strategies for delighting your customers by delivering amazing service.

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Top Takeaways:

  • Prioritize your company culture above anything else. When customers purchase from you, they’re really buying into your culture.
  • The first thing you do should be to define your company’s culture and values. Do this early on with intention instead of waiting for it to happen accidentally in the future. Be specific about what your values are.
  • Assemble a team of your colleagues and employees and work together to define and refine your company’s culture. The people you hire affect the culture you build—for better and worse.
  • Any time you communicate with your customers, make sure you do so in alignment with your values.
  • Find the customers that align with your culture and values. Don’t be afraid to “fire” customers if they aren’t a good fit.
  • Creating an amazing customer service experience really comes down to the idea of delight. Any company can delight their customers.
  • Build a process where you work delight into various points along the customer journey. The first step is to map out your customer journey and then recognize those opportunities.
  • It can be difficult to work in delight into an online business—but the opportunity is HUGE. Again, it’s all about mapping the journey (which can be easier online) and putting a process in place.
  • Creating processes for amazement will eventually become part of your company’s culture. Employees will love it and customers will become “superfans.” This helps you build a great reputation.
  • Automate the processes you build, but never your relationships. Never sacrifice the human element.


“It all comes down to the idea of delight. It’s an underutilized word. Have a process for working surprise and delight into every single customer journey.”

“Customer service should be your growth team. These are the people who turn your customers into superfans who then go and tell all their friends about you. Whether you’re B2B or B2C, it doesn’t matter. Your service center is your growth team.”

“Automate processes, never relationships.”


Matthew Barnett is the CEO and “Papa Bear” of Bonjoro. Originally trained as a designer and artist, Matthew is committed to building both great products and great culture. His goal is to be the next Zappos—the most loved brand in the world.

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 can I create an amazing company culture?
  2. How do I define my core values?
  3. In what ways can I surprise and delight my customers?
  4. How can I build the most loved brand in the world?
  5. How can I personalize an online experience?

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