The Cult of Amazement

In the updated and revised edition of The Cult of the Customer, I cover the concept of amazement. This may be old news to my followers, but it is worth repeating.
Amazement does not come from a WOW or over-the-top experience. Those happen on occasion, especially when problems are handled well. But on a day to day basis, amazement happens when you deliver experiences that are consistently and predictably above average. They could even be just a tiny little bit above average. What makes that amazing is that it is always predictable. The customer owns it because they know it’s going to happen.
What happens when there’s a problem or complaint? That’s not amazing at all. At that moment, the customer slips from amazement back to uncertainty. This is where the customer begins the first time they do business with you. They are uncertain as to what will really happen. Even if