Shep's Knowledge Products
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

The Workbook

Table of Contents


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 show you how you can make it happen, too.


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 a parallel world.

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.

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
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