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How to Create Customer Evangelists

What is the best way to get your customers to truly become your advocates?

Shep Hyken speaks with keynote speaker and author Chip Bell about the best way to inspire customer loyalty.


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Top Takeaways:

  • The best expression of customer loyalty is customer advocacy. This goes beyond asking the Net Promoter Score question of “On a scale of 0 to 10, what is the likelihood that you would recommend us?”
  • Your customers are not just comparing you to others in your industry, but to those in other industries who provide a gold standard customer experience.
  • Bell talks about the concept of “value add,” which is taking what the customer expects and adding a bit more to the experience. The challenge you face, though, is that as the customer’s expectations climb, you’ll quickly run out of additional offerings. Instead, Bell suggests the concept of “value unique,” which is to create for the customer an experience that is unique, unusual and unexpected.


Chip Bell has helped many Fortune 100 companies dramatically enhance their bottom lines and marketplace reputation through innovative customer-centric strategies. Bell reveals the best practices from the organizations leading the customer loyalty charge, giving his audiences powerful cutting-edge ideas and unique strategies they can immediately put into practice. Bell has authored eight national best-selling books. His latest book is Kaleidoscope: Delivering Innovative Service That Sparkles

Shep Hyken is a customer service and experience expert, best-selling author and your host of Amazing Business Radio.

“Intention of the customer is good, but their behavior is much more important.” – Chip Bell

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

  1. How do you define customer loyalty?
  2. Why is looking outside your industry one of the best ways to improve your customer experience?
  3. Why isn’t the Net Promoter Score by itself good enough?
  4. What is the difference between “value add” and “value unique”?
  5. How can you get a customer to become a true advocate or evangelist for you?



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