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The Cult of the Customer

Create an Amazing Customer Experience That Turns

Satisfied Customers into Customer Evangelists

by Shep Hyken

A Wall Street Journal and USA Today Bestseller


The Workbook

Buy The Book 

Table of Contents


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 how 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 parallel worlds.

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.

Hardback: 256 Pages

Published by Wiley

Retail $21.95

Order the book today!

What Others Say…


“At, 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,

“This book reflects the core values of our approach at Morton’s The Steakhouse. We not only serve The Best Steak Anywhere, but Morton’s is 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

“Ultimately, we want loyal customers—not just to our brand, but also 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

Shep Hyken's Knowledge Products

Shepard Virtual Training

The Customer Focus Online Virtual Interactive Training Program

Shepard VT is a web-based training solution focused on bringing you and your organization some of the best training in a format that is fresh, innovative and very effective. Experience a sample of our training by clicking on the Take the Tour button or click the Virtual Training Center button below to get started today.

Courses: The Customer Focus™, Amaze Every Customer Every Time, The Package—Get Customer Focused and Be Amazing, and Five Ways to Create an Amazing Customer Service Experience.

Virtual Training Center

*Ask us about corporate license discounts.


The Convenience Revolution

How to Deliver a Customer Service Experience That Disrupts the Competition and Creates Fierce Loyalty

Amaze Every Customer Every Time

52 Tools for Delivering the Most Amazing Customer Service on the Planet

240 page hardback book

The Amazement Revolution

Seven Customer Service Strategies to Create an Amazing Customer (and Employee) Experience

224 page hardback book

The Cult of the Customer

The Cult of the Customer

Create an Amazing Customer Experience that Turns Satisfied Customers into Customer Evangelists!

256 page hardcover book

Moments of Magic

Moments of Magic

Be a Star With Your Customers and Keep Them Forever

156 page hardback book

The Loyal Customer

The Loyal Customer

A Lesson From a Cab Driver

64 page paperback or eBook

Be Amazing Or Go Home

Seven Customer Service Habits That Create Confidence With Everyone


Phenomenal Customer Service

Phenomenal Customer Service

How to Create Moments of Magic That Turn Ordinary Interactions Into Memorable Experiences

80 minute training DVD with MP3 audio version

Online Courses

7 Strategies to Win Customers for Life

7 Strategies to Win Customers for Life

A mini course from Shep Hyken

Email Series

Weekly Business Insight Series

Weekly Business Insight Series!

52 Weekly Business Tips, Ideas and Insights Delivered to Your Email


iPhone and Android apps

Free iPhone and Android Apps

The Shep Hyken App for iPhone and Android

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