Create Your Tribe: How Great CX Makes a Lifestyle Brand
Editor’s Note: This post is part of a series about retail customer experience design during the holiday season. Today we discuss small brands customer communication examples and how they lead to loyalty. See the other posts in the series here and here.
Two weeks ago we talked about the underutilized post-purchase touch point of the customer journey. Brands rarely leverage it. At the end of my CX journey with HelloSpud the CEO used her inventory management challenge to make me a loyal customer. Today, we’re looking at other small businesses that leverage customer experience to gain loyalty and brand power.
Smaller brands cherish every customer they have.
Newcomers to the market realize that their business is only as strong as the growth of their customer base. With that in mind, senior leaders work hard to shorten the distance between them and the customer. The CEO of men’s apparel brand Masorini does this very well. And he is using email, a traditional method of communication, to standout in a crowded market place.
Masorini sends a personal thank you note from the CEO after every purchase. With it the small online store recognizes the value of every customer and every customer’s experience. By doing this, the CEO himself shows his personal commitment to his customers. He inserts himself into the customer journey in a unique and powerful way.
Gratitude Creates Relationships that Promote Brand Goals
With the thank you note, the Masorini CEO accomplishes three goals: create a relationship, build loyalty, and increase sales. The email creates a customer-brand relationship first by thanking the customer, then by asking for feedback. Connecting and listening in this way builds and promotes customer loyalty in the shortened space between brand and customer. Next, the email aims to increase sales by offering 20% off indefinitely, and delivering a memorable customer experience.
Lastly, in a pop up window on the website, the brand welcomes email subscribers to “the Masorini tribe.” Words matter. He has clearly thought through how he wants his customers to feel. Loyal. To their tribe. Buy more. Belong to the tribe.
Brand Culture and Values are more than Ideas
Many brands claim that they have culture and values. Some even paint those value statements on their office walls. Far fewer use them in their hiring and performance management processes. While that is good from internal management perspective, the real differentiator is sharing your mission and values with your customers on their journeys.
This type of brand management requires a deeper dedication to the customer and his/her experience than any other expression of values. Shoes brand Thursday Boot Co. has done this in an exceptional way. It is exceptional, because it is bold. It takes courage for a brand to send its mission statement to every customers who buys a product.
Bold Brand Commitment
What if the customer does not agree with the brand’s belief system? Thursday Boot Co. is not trying to be everything to everyone. The brand knows who they want as a customer and that is who they are talking to. They are not out to get just anyone. This is how a brand has the opportunity to become a lifestyle brand. A brand with loyal followers, repeat purchasers, and loud brand ambassadors. I am one of them. Both my husband and I buy shoes from Thursday Boot Co. Guess what my mother’s Christmas present will be this year?
These are just two examples of great customer experience that were executed well and in a timely manner. Masorini and Thursday Boot Co. managed brand and sales expertly. In so doing, both companies are case studies for the ROI of CX. When brands nurture their customers, customers respond with their wallets.
The value of memorable experiences and well-managed customer journeys is powerful both for the customer and the brand. Aim to build more unique journeys for your customers. If you need help designing memorable touch points on the road, reach out to us. We love ideating and co-creating with brands!
Grow Your CX Tribe
Become a Member of The Petrova Experience
Leadership During the Pandemic: Guest Post by Rachel Dreyfus
This is a guest post by Rachel Dreyfus, President, Dreyfus Advisors, who researched leadership and organizational culture during the pandemic. How has Covid19 influenced leadership over the past three months?…
Brand and Customer Experience – Make the Customer Know Who You Are
Now that we have helped you become experts in the design of space and function and the design of feelings, it is time to turn our attention to aesthetics, and to connect customer experience…
Why Customer Retention is the True Measure of SaaS Success
Guest Post by Callie Reynolds for The Petrova Experience In SaaS (Software as a Service), like in most businesses, sales is king. Sales gets the glory, and while I’d like…
5 Things You Can Do to Provide Excellent Passenger Experience in 2022
The Wall Street Journal predicts this Thanksgiving will be among the busiest travel days in decades, with 55 million travelers anticipated to be moving through US airports and other transportation…
5 Tips to Create Great Customer Experience Design Strategy
A customer experience design strategy that is sustainable and successful starts by having a vision and knowing who your customer is. This launching point enables you to design customer experiences…
Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments
Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.
Hospitality Experience and Why We lack Seamless Travel Experiences
Hospitality is taken for granted across government agencies, airlines and hotels. In my line of work, I often hear “I want to have the JetBlue customer experience.” Although many claim…
Travel Experience Stories: How Not to Leave Customers Stranded
Meet Diane. Diane is traveling with her 2 year old and 5 year old to her in-laws’ house for Thanksgiving. This is the one annual trip she takes. And she…
How to Prepare for AI: Dispatches from CR Summit, Charleston
On the eve of the #CRSummit in Charleston, customer experience leaders from various industries held the first AI Committee meeting. AI is a challenging topic to cover because it has…
Paperless Customer Journey – JetBlue Deviceless Boarding
JetBlue Biometrics – Innovation and Disruption This year, JetBlue entered the ranks of the innovators who disrupt industries by applying customer experience technology. They not only imagine the future. They…
Customer Experience, Self Service, and the Gift of Time
Time is the most precious gift in life. If you think about it, time is the one thing we all want more of. As we get older and busier, time gets even more valuable to us.
Even the US Government is Jumping on the Customer Experience Train
As we get ready for 2021, we have been diving in to the top customer experience trends we see on the horizon. So far, we have looked at why customer…
Create Your Tribe: How Great CX Makes a Lifestyle Brand
Newcomers to the market realize that their business is only as strong as the growth of their customer base. With that in mind, senior leaders work hard to shorten the distance between them and the customer.
Why you need a defined culture for customer experience?
When designed and built correctly, customer experience expresses an organization’s brand. Your brand and marketing promises serve as a guiding light to your experience team. Similarly, organizational culture serves as a goalpost for the service side of customer experience.
Customer Experience Audit: Uber Bets On Self-Driving Cars With Big Volvo Purchase
The question that remains unanswered is who will be part of the future of transportation. Uber is going for the vertical integration – the whole pie. The future industry of urban transportation will be made of players in three different categories: cars, self-driving software, and ride-sharing network. In contrast, Lyft approaches the future through partnerships.
Coronavirus Travel: What Does Hospitality Mean Now?
I want to tell you about my recent passenger experience. Earlier this week, I traveled to New Orleans from JFK Terminal 5 in New York. I had planned an airport…
CX Skills Builders: You May Have a CX Job and Not Know It
Last week we talked about the identity crisis of CX professionals and we urged you to fix any small problem or seam on the customer journey in order to build internal brand equity and buy in.
How a Personal Interaction builds Repeat Customers
A customer-centric methodology is key to the successful outcome of my interaction with Hello Spud. It is the reason this story appears here, and not among the CX Big Fails! The company did not send an automated response. It did not deliver a message stating “sorry we couldn’t help you, would you like something else.” Instead, the company co-founder reached out to me personally across multiple channels (a handwritten note, followed by personal emails).
Culture Starts at the Top
Without a leader who believes that today’s business success is about acquiring and retaining customers, you cannot even begin the process of building a culture. Leaders who are passionate about the customer are also passionate about creating culture and employee engagement.
3 Ways to Create a Better Employee Experience Strategy
Guest Post by Gabe Smith, CCXP for The Petrova Experience The relationship between employee experience strategy and customer experience has long been discussed. Without engaged employees, we’re told, it’s difficult…
Airport Experience – Are You Letting Down Your Precious 2021 Travelers?
A month and a half ago, as part of our ongoing conversation about airport experience, we introduced the concept of revenge travel. We pleaded with the public to trust us…
How to talk to your CFO about customer experience and revenue growth
Last month we introduced the topic of Customer Experience ROI and the complexity of building a good business case for it. The Customer Experience business case is strong, but not easy to prove. Today we will focus on two big wins of a successful customer experience investment – revenue and customer growth of your business.
Organizational Culture and Access to Information
By and large, people perceive culture as an HR discipline. The most common perception is that culture covers the soft side of performance. Culture is about how you do things, not so much about what you do. This approach to culture could not be more wrong. In fact, organizational culture is about so much more than a few words in a performance review sheet. It is about leaders expressing values, and the action guidance their cultural behaviors provide.
From Pain Points to Magical Moments: Transform the Customer Experience
Argyle Journal interviewed Liliana Petrova about emerging self service technology and meeting and exceeding customer expectations in airports. One such way, as Liliana explains, is to create magical customer experience…
What is Customer Experience? What are the Faces of CX?
Each area of CX represents a path for CX professionals to impact business health and build successful careers. One of my favorite CX analogies is that it is like the blood in our bodies. When CX is done well, it touches every aspect of an organization. That’s what makes customer experience so much fun! You will never be bored working in CX.
Freelance Customer Experience Lessons for Freelancers
For small businesses and freelancers alike, it’s important to recognize that your business is as strong as the relationships you build with your customers. That’s just one of the key…
Customer Experience Design – How Do You Want Customers To Feel?
Last week, we talked about CX Design in terms of space and function. Today, we continue our customer experience design journey to talk about the design of emotions and feelings. All…
What is the best question for your CX Survey?
As customer experience professionals, we need to factor in this disconnect when we design surveys. And when we react to survey results. Customers have an image of who they want to be. However, their behaviors do not always reflect that image.
Customer Experience Audit: Starbucks Bets On The Physical Experience
Starbucks is opting in for the physical experience in order to become a lifestyle brand while other brands are investing in omni-channel experience.
End to End Customer Experience – How to Get it Right
When we think of travel, we often think of the flight experience. But the end to end customer experience is complex, and includes all modes of transportation that get you…
Customer Experience Audit: eBay’s Vibrant Marketplace of the Future
Editor’s Note: This post is part of a series of Customer Experience Audits. They highlight advances in artificial intelligence in retail and other technologies. See all audit stories. Two years…
Do You Know Why The Iconic Brand Toys ‘R’ Us Closed Doors Despite All Our Memories? #RetailBlues
The year is 2016. You are the CEO of Toys ‘R’ Us. Your brand still controls 13.6% of the toy market although the company is highly leveraged, a strategy of…
Customer Experience Audit: Mobile Provider Eliminates Remote Workforce
How to balance the efficiency call center metric FCR (first call resolution) with wait and talk time? JetBlue promotes human interactions as a brand promise.
Why You Need Culture Not Call Center Training for Customer-Centric CX
If the organization does not understand what customer experience is, you will not get the funding or organizational support you need to build customer-centric experiences.
Top 5 Customer Experience Design Principles in 2021
Customer experience design principles are difficult for organizations to understand and apply. Time and again, we see this in organizations, even though we encounter customer experience design principles in our…