Having Cult-Like Customers Who Are Obsessed With Your Brand

What Reviewing 20 Companies on Trustpilot Taught Me

I recently bought something from Must Have the UK brand, and it was not the ad that  sold me on instagram, but the ad i saw had at least 400 comments and boy oh boy did they have absolute raving customers. 90% of the comments were people praising the brand and literally begging people to try out the product being advertised.

Out of curiosity I decided to click on the ad and buy from them because yeah that is how I spend my money, studying businesses. Lol. and after getting on their website and buying from them, i recognised exactly why they have cult-like fans and that journey led me straight to review 20 other companies on trustpilot.

I went ahead to review 20 companies on Trustpilot — all with 5.0 ratings and 200+ reviews.

Across more than 200 real customer comments,

I found something very interesting, 3 common themes across the different comments on trustpilot that was making these customers raving unpaid ambassadors.

Different industries. Different customers. Same results.

But why is this important to you as a business owner and what does this mean for you,

Why Does Having Customers Who Become Unpaid Raving Ambassadors Mean Anything to You?

Every brand dreams of acquiring customers cheaply.

But most ignore the most powerful, free growth engine:

customers who sell your product for you.

Unpaid ambassadors matter because:

1. They cost $0 -No ads. No influencers. No discounts.

2. They convert better than any marketing - A friend’s recommendation will always outperform your best copy.

3. They build instant trust - Customers trust customers more than brands.

4. Their effect compounds - Ambassadors bring more customers, who become ambassadors, who bring more customers.

It is exponential  and free.

Now to the main topic, what are these 3 themes? What makes prospect or customers who have interacted with your brand go absolutely crazy.

Here is the breakdown of the 3 trends

They Beat The Silent Customer Expectations:

Every customer has two expectations:

• The one you set as a business

• The secret one they set for themselves based on either past experiences, industry standards or experience of others

For example, some customers believe that contacting businesses such as yours will normally take 2-3 business days for a response to their query or resolution of their issues,

This is not what you have told them, it is what they have set up in their minds for businesses such as yours. Remember the last time you contacted your bank for a chargeback, or your service provider for an issue, remember the last time you ordered something online from a small brand?

For every single time, you had a pre-conceived expectation which was not set by the company but by your experience.

Now companies who have found a way of beating these expectations immediately rewire the minds of their customers and leave them at their mercy saying “what do you want from me master?”

Using my experience with “Must Have UK”, when you get to their landing page, the bold inscription you see on it is “we deliver in 2 days” 

Now as someone who expects 48hrs delivery to be done by only Amazon or at an extreme premium fee for a local brand, seeing this on their page sold me immediately. 

And this also is common among the companies I reviewed on trustpilot with  comments such as “i got my order in 2 days”, “their response time is incredible”, “they resolved my issue on the spot” “I got my refund in no time”

Beating customer’s expectation rewires their mind,

They begin to believe you are different from others and are happy to spend a little more than they had budgeted for your service because yes, you must be premium to be different

Now for the second theme?

They Make Themselves Truly Accessible

Customers  are seriously gravitating towards needing a 24/7 solutions

But they don’t need you to be online 24/7.

They just need to feel that:

“If I need help, I can reach you. Easily.”

When customers feel this way, they feel safe and safe customers become enthusiastic supporters

The best 5.0-rated companies:

• respond quickly

• communicate clearly

• provide updates

• reduce the emotional stress of “not knowing”

For Must Have, after the regular order confirmation email I received, I got another email from Amy the founder, thanking me for my purchase and advising me of the next steps. She also goes ahead to share this with me in the email (I had to copy it word for word so you get the intentionality behind their business. I have edited their contact details, you can always find it online)

“As a small, family-run business, customer service is very important to us. So if you have any questions, or there's anything we can do for you, please let us know.

When contacting us about your recent order, it is very useful to have your order number ready as this can help us to help you quicker.

Your order number is: XXXXXX

You can call us FREE on XXXXXXX or you can email us on XX@XXXX.com (or simply reply to this email).

We'll always do everything we can, as quickly as we can, to help.

Thanks again for your first order from us!”

What did you get from that email? They made sure the customer knows exactly how to contact them and provided enough option for contact. Either a free phone, or an email or simply just hit the reply button.

Again Accessibility = safety and this is what makes customers obsessed.

And the last theme? 

They Deliver Their Promise — Consistently and Without Drama

Trust is a simple equation:

Say it. Do it. Repeat.

Most companies overestimate how “wow” their customer experience needs to be.

But when you analyse 5.0-rated brands, you notice something interesting:

It is not theatrics.

It is not surprises.

It is not even extraordinary service.

It is simply CONSISTENCY

They deliver the exact thing they promised

without stress, without delays, without making the customer chase them.

You see the same phrases repeated in reviews:

• “Exactly as described.”

• “Delivered when they said.”

• “Worked perfectly.”

• “No issues at all.”

• “Smooth from start to finish.”

This doesn’t happen by accident.

It happens because these companies:

set clear expectations and build processes that eliminate friction

And here’s the part most businesses miss:

Customers don’t just reward great service…

They reward predictable service.

When a customer buys from you and the experience is always clean, always frictionless, always as promised they begin to trust you automatically.

That trust becomes confidence.

Confidence becomes loyalty.

Loyalty becomes advocacy.

A Final Thought

Reviewing these companies shows one thing, 

These behaviours weren’t accidental, they were built into how these companies operate,

• Responsiveness

• Accessibility 

• Consistent delivery 

And this is exactly the philosophy behind Sentinels — the AI Employee I have built.

Not to replace the human touch, but to reinforce the behaviours that create ambassador-level customer experiences:

• consistently responsive communication

• accessibility regardless of time zone or day

• reliable execution without friction or delay

The same patterns I saw in those 5.0-rated companies are the same patterns we are embedding into Sentinels, so businesses can scale what customers naturally rave about.

Wondering how your customer experience measures up to the companies that I reviewed who consistently earn 5.0 ratings?

I created a free assessment that shows exactly where your business stands — and gives you a simple, tailored plan to help you step into the Realm of Obsessed Brands, where Revenue/Sales 3X, Customer experience improves, customers return often and bring others with them.

It is my thank-you gift for reading this Article.

Subscribe to my newsletter and I will send you the assessment personally

Dive in — the results may surprise you.