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The Journey to WOW: The Path to Outstanding Customer Experience and Loyalty

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“Complacency is the enemy. Be as vigilant with your customers as you would your dearest friend.”

The Journey to WOW is an entertaining, humorous and deeply insightful guide to creating fierce customer loyalty, and transforming an organization's culture into one obsessed with customer experience. Using a unique business parable, WOW delivers penetrating “ah-ha” moments in a lighthearted, sometimes laugh-out-loud writing style. It will resonate with anyone who deals with customers in any type of organization—from the newbie part-time employee, to the corporate CEO.

237 pages, Kindle Edition

Published September 24, 2018

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Shaun Belding

16 books2 followers

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Displaying 1 - 26 of 26 reviews
Profile Image for Megan Rivera.
402 reviews58 followers
October 2, 2021
This was a great book. Customers are extremely important in any business and it’s important that they have an excellent experience. This book does a great job in aiding those businesses in providing services to consumers.
Profile Image for David McClendon, Sr.
Author 1 book14 followers
August 14, 2018
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By now, most of our blog followers know we read a lot of business related books. Out of the many, many books on customer service, I (David) would have to say that The Journey to WOW: The Path to Outstanding Customer Experience and Loyalty by Shaun Belding is by far the best.

One of the strongest points Belding makes is that outstanding customer service is a moving target. Back in the 1960s, a store would be considered to be outstanding if they had convenient parking and a clean restroom. Those things are now expectations and not an example of outstanding customer service.

Belding takes his readers on a delightful journey (imagine an old redneck using terms like “Delightful”) with a young man who is tasked with improving his company’s customer experience.

This book reads a little like Who Moved My Cheese. By this we mean that there is a story that, at first glance, is just a cute little story but, after a while, the reader learns that they actually learned something.

We give The Journey to WOW: The Path to Outstanding Customer Experience and Loyalty all five stars. We wish some online booksellers would read the part where the team discusses how their customers contact them.

We were sent a complimentary advance review copy of this book. We are under no obligation to write any review, positive or negative.

We are disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255.
Profile Image for Margo.
16 reviews
November 1, 2018
The Journey to Wow is the first customer service book that you just won't be able to put down. It's packed full of valuable and informative business and customer service knowledge and information, wrapped up with enjoyable characters and an entertaining story line. This book will not only help company leaders and CEO's better understand the customer experience of their organization by providing a road map to improve their overall service levels, but the employee working at the front line will also relate to the humorous, yet not un-realistic customer interactions and situations.

In an economy where customer service is king, this book is a must ready for everyone who works in customer service.
Profile Image for Geo.
321 reviews7 followers
October 7, 2021
This is my first customer service book so I don't have much to compare it to. However, I enjoyed it a lot. It's not how I expected the message to be delivered, it came as a story instead of a step by step process which makes it even better! The message is inspiring and valuable for anyone in a field that involves customers. It even had it's funny moments. I highly recommend this for any CEO or anyone who wants to learn more about customer service.
Profile Image for MYTHREAGI.
9 reviews
November 26, 2018
I can just say the book is wow. I loved everything about it, the humor and the way Shaun expressed it was amazing. I would recommend this for every organization, who would love to know about customer experience. The book really teaches a lot, you can learn a lot from it. It teaches you a lot when you are in an organization, when you wanna experience you things on customer service, you'd love it.
Really a great work by Shaun.
Profile Image for Maritza.
13 reviews
February 3, 2019
“The Journey to WOW: The Path to Outstanding Customer Experience and Loyalty” by Shaun Belding - I received this book through @BookTasters from the author. I rated this book 5 out 5 stars.

“The Journey to WOW” is indeed one of the best Customer Service books I have read. It is loaded with valuable information. The Journey to WOW is captivating, insightful, a page-turner and absolutely refreshing. It is humorous and intelligently written.

I am enthusiastically recommending this brilliantly written book to business owners and to top-level management people. Dedicated people in the customer service industry will definitely find this excellent book worthwhile. This is a reminder of how costly not being diligent about customer service can be to an organization especially when the most significant people are neglected. How can organizations deliver a "WOW" customer experience, without understanding the impact of not having their leaders committed to delivering an outstanding customer experience? If, you have read multiple customer service books and have been unable to connect the dots this book will put it all in perspective for you.

In my opinion providing chapter titles will make it easier to use as a reference or guide book. This is definitely one of those books that I would keep on my bookshelf. I know I would genuinely enjoy referring to it again at a later time. Much appreciated @ShaunBelding for this amazing opportunity to read this delightful book. #custserv #custexp #CX #leadership
Profile Image for Brent.
121 reviews17 followers
February 26, 2019
This fictional account centers on Cameron, a newly named Chief Customer Experience Officer, who's trying to figure out what it takes to create a "WOW" experience for his customers. His guide is Maddy, truly a zen master when it comes to teaching the art of customer experience. Her character is great.

The story flowed really well. I never found myself getting bored with the characters or the plot. The author does a great helping you feel like you're discovering the principles of great customer experience at the same time Cameron does.

The book keeps its advice at a high level, and I guess this is to make it applicable to a wide range of industries. It also doesn't address how to implement change, but that's probably not within the scope of the book. Still, it would have been helpful if Cameron had encountered a few more obstacles along the way, especially within his own company. Seeing him work through problems with fellow executives would have been helpful. Instead, once he shows everyone his ideas, they're more or less on board (which doesn't seem that realistic, but then again...fiction).

The fundamental principle is to view an interaction between a customer and business from the customer's perspective. Businesses don't do that, apparently. Instead, they're focused on efficiency and think that if they offer the lowest price, that will be enough to keep customers coming back. Such is not the case.
Profile Image for Jennifer Depew.
12 reviews9 followers
January 2, 2019
Journey to the Why? and learn some How-to's along the way.

If you don't like automated phone answering menu systems you may love this book. Many business books give helpful how-to's, the book "The Journey to WOW: The Path to Outstanding Customer Experience and Loyalty" by Shaun Belding let's the reader learn the more valuable Why? - Why is the customer always right even when they are wrong? How-to's and how-not's are included in a fiction style narrative about a company in desperate need to improve their customer service in all departments of a large business.

Small business owners or anyone starting out in a career path that involves people may also benefit from reading this book. It has laugh out loud moments and may even bring a few tears to the eyes of those who appreciate individualized customer or supplier service. The Wow moment doesn't have to be huge, just heartfelt, or just human - for those who appreciate a phone answering service with a real person instead of just a menu of options.
Profile Image for Chetan Desai.
Author 2 books10 followers
February 20, 2019
The book is written very well. There are not too many other books I remember where I went from one chapter to other so fast with interest.
It is not just a customer service/ sales related book. The ideas covered apply to leadership and any stream of management-strategy, operations and HR, through a well explained case. It covers how to’s of all the things required for a successful turnaround-cause, alternate solutions, selecting the best alternate and implementation-by showing how it is practically done and not through platitudes.
A must read for anyone in business and management.
Profile Image for Hemanuela.
3 reviews
November 11, 2018
I didn’t knew so much about customer experience before got this book, but Shaun put me into a realy journey! This book capture my attention and I was anxious to know how Cameron would solve the company problem. I recomend this book to all who want to learn about customer experience and how to get a way to put this on practice.
Profile Image for Pratip Vijayakumar.
112 reviews8 followers
August 18, 2021
**Note: I received a free copy of this e-book through [Booktasters](https://twitter.com/BookTasters) in return for an honest review.**

In the present world of Consumerism, we are spoilt for options, each of us has different preferences in choosing a Brand or a product, even though brands come up with various marketing initiatives to attract the Consumers ultimately their Customer experience decides if we would stay with that brand or not? A bad Customer Experience would make us stay away from that brand or we would think many times to choose a product from that brand. Why do you think Customer Experience plays a major role for any brand? The Journey to Wow: The path to outstanding Customer Experience and Loyalty is an interesting book that tells how to Wow the customers, in a different fashion.

***Author:** Shaun Belding
**Language:** English
**No. of Pages: 237
Format:** eBook
**Genre:** Business*

The Journey to Wow introduces us to Household Solutions, one of the leading Household appliances companies, and to Cameron an Engineer, who is promoted as a Chief Customer Experience Officer. Cameron takes us along with him on his journey to learn all about Customer Experience. I have read quite a few business books but none of them were written in a fictional setup. The author keeps us hooked without boring us even an ounce due to this narrative.

I've worked as a Customer Support person during the start of my career and I thought I know how a Good Customer experience should be, I have first-hand knowledge on this but have never been on the implementing side of it. While reading this book, I had this thought and somehow the Author must have come across similar experiences I guess, he knocked me on my head with this quote.

> “Customer experience and customer service are all too often taken for
granted. People think that just because they recognize a good customer
experience when they see it, they understand how to deliver it in their own

It is quite true in many senses I must say. We all take it for granted and honestly, providing Customer experience doesn't have a blanket blueprint. It varies from Industry to Industry and even company to company. The author cleverly points out through Cameron's Journey that companies focus more on providing Customer service which suits them but not what a customer wants.

For every organization, it is easy to change processes, policies, practices but not people. Organizations right from the C-Level to the executives must be aligned to provide a delightful customer experience. The organizations must inculcate the importance of a great customer experience, it must not just be in words but they should be creating an environment for employees to change and grow since they are in the front-lines being the face of an Organization.

Some key points which the author puts forth for organizations to practice:

1. **Plant the right seed** - Often Leaders expect certain outcomes from people but they fail to communicate their expectations. So, first, communicate right, set the right expectations, and hire the right people for the right role.
2. **Help things grow** - Sharing the vision and expectations are not enough but the leaders must help the team grow, there must be a help to execute their vision consistently. Most importantly the availability of physical and intellectual tools must be available for continuous improvement.
3. **Track Progress** - To create consistency, the leaders must know where the team is. If they aren't aware of the current progress how will they improve it? So, tracking the progress will help them better it.
4. **Don't allow weeds to grow** - Weeds are attitudes and behaviors of people working around us. People with a negative attitude suck the positivity and productive mindset. Those things must be addressed immediately. If not addressed on time, there might be a lot of implications throughout the Organisation.
5. **Provide Sunshine** - It is important that people in the organization need the energy as passionate leaders. If the leaders are visibly and demonstrably passionate that will reflect on the employees as well.

I really learned a lot from this book, it is easy to learn how to be a great Customer-centric organization but it is hard to learn how not to be one. Examples are abundant in this book and I highly recommend everyone to read this book. If you are an aspiring Entrepreneur or already an Entrepreneur, I'm sure this book will have lots of insights on how Customer-focused companies should function and give that wow experience and make them their Loyal customers.

What do you think is a Good Customer Experience? Have you ever had an amazing customer experience that you would want to have again? Do share in the comments and let's discuss there.

Until next time, Ciao 😇
Profile Image for Ayezu Tamarapreye Okoko.
246 reviews3 followers
September 18, 2022



It is a book on the customer and service providers journey to creating an outstanding customer experience environment; handling operational and experience related issues in customer service delivery;maintaining customers;ensuring service and goods availability; being alert to customer perception on service delivery;receiving ideas from both senior and junior management team and staff and customer on value addition, improving processes ,employee skill and service accessibility;providing quality service and solutions;customer service policies implementation; the job of a customer service representative; supplier and service provider relationship in procurement; impact of customer patronage or lack of patronage on company revenue; utilisation of customer ratings and reviews ;use of customer survey to measure satisfaction level;competition; amongst others. Other areas touched by the book include the elements of a meeting;work team temperament and qualities;and the need to enhance communication while minimizing distractions.


🧚🏾‍♀️Need for agenda in a meeting

🧚🏾‍♀️Use of technology in meetings for easy of business

🧚🏾‍♀️Necessity of shared qualities and the inevitability of personality clash in organizations

🧚🏾‍♀️Need to place preference on building product quality as against lower priced competitors products for better competition in the market.

🧚🏾‍♀️Grouping customer categories into end consumers and distribution channels such as retailers and wholesalers for efficient service delivery.

🧚🏾‍♀️That customers perception and attitude tells on the product and company.

🧚🏾‍♀️Customers prefer better services to lower prices

🧚🏾‍♀️Customer life time value is how much of the companies products a customer might buy over the course of a lifetime

🧚🏾‍♀️Terms and condition of doing business and its frustration and effects on sales team and the customers.

🧚🏾‍♀️Need to maintain customers so they do not look for alternatives.

🧚🏾‍♀️The important place of shopping districts and affordable services in customer service delivery

🧚🏾‍♀️Sales and price slash customer incentives increase patronage as seen in the sale that made the store chaotic.

🧚🏾‍♀️Need to arrange products into categories for easy location by customers

🧚🏾‍♀️Not over labouring customers with long queues but to ensure easy purchase and payment unlike the store with the exhausted cashier and exhausted queuing customers having to abandone the goods and leave the store

🧚🏾‍♀️The customers perception on service delivery is always right and supersedes your perception as service provider.

🧚🏾‍♀️Not loosing touch with the customer in all quest to be top notch.

🧚🏾‍♀️Use of telephone service in procurement as opposed to physical contact with supplier for ease

🧚🏾‍♀️Policies should be geared towards what's best for the customer even as interest should be shown in the customer by not just doing or saying the right things


The lessons from the book are applicable worldwide for customer and service provider relationship even as I think in gauging customer perception, a number of factors should be considered such as the frequency ,time of visit and business contact and number ratio of customers.
Profile Image for Joni Martins.
Author 19 books44 followers
October 5, 2021
Book Review

Basic Details:
Book Title: The Journey to WOW
Subtitle: The Path to Outstanding Customer Experience and Loyalty
Author: Shaun Belding
Genre: Management Skills
Part of a series?
Order in series:
Best read after earlier books in series?
Available: https://www.goodreads.com/book/show/4...
Overall score:
I scored this book 5/5
⭐️ ⭐️ ⭐️ ⭐️⭐️
Short Summary of the book:
I expected this to be a boring textbook but was pleasantly surprised. This is an amazingly well-written book using fiction-writing techniques to keep the book entertaining while bringing its point and lessons across well. I thoroughly enjoyed reading this book and highly recommend.
What I liked about the book:
This was not just a textbook. Instead, we follow a manager to learn lessons from an eccentric older lady.
What I didn’t like about the book:
I loved the entire book.
My favourite bits in the book:
The way the author used fiction and humour to teach us how to improve our management.
My least favourite bits in the book:
I enjoyed the entire book.
Any further books in the series? Any more planned by this author?
This is the first book I’ve read by this author.
What books could this be compared to and why?
This book is unique in its approach. Highly recommend.
In summary, I would recommend this book for the following readers:

Children No
Young Adult Probably
Adult Yes

If you want to better your management techniques but want to read an entertaining story filled with humour, this book may be the book for you.
I’m certainly looking forward to reading more by this author.
Book Description by Author:
“Complacency is the enemy. Be as vigilant with your customers as you would your dearest friend.”

The Journey to WOW is an entertaining, humorous and deeply insightful guide to creating fierce customer loyalty, and transforming an organization's culture into one obsessed with customer experience. Using a unique business parable, WOW delivers penetrating “ah-ha” moments in a lighthearted, sometimes laugh-out-loud writing style. It will resonate with anyone who deals with customers in any type of organization—from the newbie part-time employee, to the corporate CEO.
About the Author:
Profile Image for Emmanuel Makoni.
20 reviews
June 23, 2020
First and foremost, I have read a lot of customer service/satisfaction/experience books and they have all been the same in a lot of ways. With that notion in mind, I didn’t expect to be actually WOW’d by this particular book.

To say the least, this book definitely exceeded my expectations and I am ecstatic I gave it a chance. I was connected to Shaun through Book Tasters, and he sent me a digital copy of the book. The entire book is in story form and the lessons embedded in it are timeless. I thoroughly loved the character development of the protagonist throughout his journey of discovering how to create outstanding customer experience in his company. The last 3 chapters of this book left me wanting for more but I truly understand why Shaun chose to end it in the way he did. It goes to demonstrate how even when you’ve ‘figured’ out how to drive customer satisfaction, it’s not a fixed target. You have to keep adapting to customers’ expectations so you know how to exceed them in every season.

Thank you Shaun and Book Tasters for giving me the opportunity to read this book. It is definitely my number 1 pick on driving excellent customer satisfaction, and I truly understand it’s importance as I work with a company that embodies it.
Profile Image for Shuai Zhou.
5 reviews
October 20, 2020
Thank you to the author and Booktasters for providing a free copy of this book in exchange for an honest review. The Journey to Wow is a great book. It is not like most of books I read before in business area which all of boring concepts. It's a lovely story which philosophic thinking about customer service. During my marketing class from MBA study, my tutor emphasis that customer service is the key for business, however we were not educated how to fulfill a wonderful customer service for a company. Just like in this book, managers in the company surely know the importance of customer service, but they don't know how to begin or they already satisfied with their current job, they even never call the company service calling center in their company and never really consider their productions and service in customer position. I strongly suggest more professional business people read this book, you can read it just like read one of story book full of adventure but you will be inspired by the content and reconsider how to improve your business. The more important lesson I learn for this book is that we most of time consider our customers just customer but forget they are normal people, we need to input our trust to them if we want to receive loyalty.
Profile Image for Phebe.
27 reviews
September 19, 2021
This book was gifted in exchange for an honest review. All thoughts and opinions are my own.

WOWing Your Way To A Successful Business
The Journey to Wow is the first business related customer service book I have read. I was very impressed! LOVED the stress put on customer satisfaction being a driving force to success. It’s one of the biggest, if not THE biggest elements to securing a successful business, especially looking to acquire returning custom. The Journey to Wow takes you on an in depth discovery as to why the customer is always right, which goes far beyond the world of consumerism. I could see this book being applicable to a vast amount of different industries, a gem to aide from the startup entrepreneur to the already established mogul, much to learn from either end of the spectrum and in between!
Profile Image for Het.
460 reviews23 followers
June 21, 2021
Written as a narrative but clear, crisp and to the point such that it can be a great help book for businesses to become more customers centric with good humour too.
The story begins at the very beginning of the cause of problems that is businesses not understanding the reason for losing customers was that they didn't get them or understand their perspective on the product. The book follows the journey of Cameron who is newly appointment on the position as he works through the problems to create a customer friendly experience.
What could have been better was foot notes at end of each chapter to highlight the point or take away from the each chapter so that people can get back to it easily to re-use effectively.
Profile Image for Amber.
1,027 reviews35 followers
December 22, 2019
I've read quite a bit of business books and a lot of self help books. I have to say this is definitely one of my favorites. I enjoyed this book quite a bit. Not only does this book have all the information and guidance it also has an enjoyable, relatable storyline. While this book is literally packed with an abundance of insight this book shows how to set the bar a little higher! I would not just recommend this book to anyone involved in a business from management to the frontier but also to anyone studying business as well. I loved how the author kept the book enjoyable and kept humor going! It was great! Very informative and overall very great writing!
17 reviews1 follower
October 4, 2020
Shaun Belding ( The Journey to wow) : Shaun Belding is CEO of the Belding Group of the Companies, when I saw the title CEO, It's given goosebumps in my mind. I am Employee of one company where I manage the client and their customers as well. So, I want to grow and Shaun proven that this book give you value of your. I personally use the fundamental of this in my life. Really, I got positive impact through client and customers and through organization also.

Wow : " complacency is the enemy. Be as vigilant your customers as would your dearest friend"

Whole book depends of this quotation, you will laugh, you will learn , you will live with the book.
Profile Image for Jeff Kinsey.
Author 1 book28 followers
December 30, 2020
No spoilers here...

This is a very good story written in the form of a business novel. A la "The Goal" or the "One Minute Manager" and hundreds of others. A very well written and most entertaining adventure for sure!

It took me three days to find enough time to read it all, word for word, but I am glad that I made the time to do so. Now, when the topic comes up I can simply point the curious to this book.

One quote that sums up the adventure:

"But WOW Customer Service is different."

I cannot recommend this book enough. If you are a leader [or would be leader] in the business of business, it is for you. Honest.

August 7, 2021
Content is apt to the title!!
It has given great perspectives to think in terms of customer experience and services. It stressed upon inclusion of customer perspective along with methodical trainings to improve services. Best part is it's in the form of conversation which will let us think and realise each aspect.
August 22, 2021
As someone who is just starting out in the corporate world, I found The Journey to WOW an entertaining & very insightful read. Such colorful characters to tell an important story, as well as expand on the complexities of going from customer service to customer advocate. Highly recommend to young professionals.
6 reviews1 follower
October 31, 2021
This is a great book to teach you about how to excel in customer service and really improve your business's success by meeting the customer's needs. The story is fine but serves as an effective vehicle for teaching important principles. Highly recommend.
10 reviews
January 25, 2020
The book is a great take on how to get to a customers heart and win loyalties. It develops from a way of life and advances into a stage where the book is the customer.
Profile Image for Zahira Uddin.
44 reviews
September 7, 2021
This book was really such a positive book. The first I've read on customer service and full of great vibes. It really did have the wow factor. Great book.
Profile Image for Deepti.
36 reviews
June 7, 2022
Fun and quick read with some good insights. Reminded me of “the goal”.
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