TAYLORMAKING
The tribal connection playbook
June 25, Lisbon
speech
summary.
I think, aside from all the Taylor pictures, if I was to sum up my Best of Belron keynote with you, in one image, it would be this.
The need for us all to climb that ladder and build genuine relationships with customers and employees. To build bonds of attachment. The need to escape the cul-de-sac of transactional or preference loyalty and build true brand advocacy and belonging.
The Reality of Expectations
When we were discussing the importance of ‘delight’ I took you through the brand ladder that leads us from dissatisfaction all the way to an empowered and engaged customer or employee. It is based around the relationship between Experience v Expectations.
Clearly, failing to meet expectations results in feelings of dissatisfaction. However, even when experiences match expectations (satisfaction), a space we measure with satisfaction surveys, we still find ourselves in unsafe territory.
Today’s customer and employee expects you to go beyond their expectations, to excite & delight. This is how brand storytelling is fuelled, not by simply delivering on what was already expected. In the insurance industry we have a habit of just meeting expectations.
Customer Intimacy goes beyond CX. It is the space where you foster a sense of closeness with your customer or employee, an emotive space. It is the foundation for engaging and empowerment, the space where your business logo gets inked on someone’s skin, the moment they become your strongest marketing asset as a true brand ambassador.
It is in surpassing expectations that you will delight your customers, how you lay down the foundations for lifetime value and true emotive loyalty. We all need to appoint an ‘Excite & Delight’ Director, whose role is to bring CX alive is way that goes beyond expectation.
Connections take time and brands that invest over the long-term tend to win. Other musicians win awards and are talented artists, but they do not have the record for the biggest grossing tour of all time, the biggest grossing concert movie of all time, the most streamed album of all time. So, what gives? What does a 37-year-old entertainer have to teach us in Belron?
As it turns out, everything.
The Swiftie Tribal Brand Army she has built is the ROI of implementing the 8 core values above, a playbook that can be copied by anyone to improve CX in their own business.
Authenticity, Vulnerability & Intimacy
From the birth of social media, Taylor has shared behind-the-scenes footage of her career, life, heartbreaks, and successes. She has continuously shown her customers her authentic self, both on stage and screen, but more importantly in her real life.
From showing how the product is created (footage of her songwriting process, video dance rehearsals) to run-of-the-mill ‘Taylor living her life’, fans were always allowed behind the curtain. She portrays her authentic self in every interaction and thrives on Customer Intimacy, fostering a sense of closeness with her customers.
Insurance and automotive have traditionally been very transactionally led industries, devoid of authenticity and belonging. Success with the modern consumer requires a shift toward Customer Intimacy.
Collaboration & Together
Famous for her ‘heart hands’, she believes that the customer relationship is made up of two parts, the brand and the customer. Both parties are needed for the magic of the Swiftie Army to come to life.
She has continuously torn away the line between ‘us’ and ‘them’, between producer and consumer. She has invited fans into her life (literally into her home), into her product (her videos) and stepped into their lives (visiting their homes, weddings).
She is fiercely protective of her fans, calling out bad behaviour on social media, on screen or live from the stage. She believes in inclusion and collaboration. She knows she is nothing without her fans and places the fan experience at the centre of most of what she does.
We need to adopt this in our industry. We do not simply want to ‘service’ customers. We too want to tear away the line between ‘brand’ and ‘customer’. We want some element of emotional entanglement, and a collaborative space.
Delight, Appreciation & Belonging
Even in a commodity product delivery (a live performance to 70,000 fans in an arena) she will take the time to sing down the lens of individual fan phones as she performs, giving each fan their unique personal experience. She understands how important it is to make any individual customer feel.
The power of the Swiftie Army was visualised in Taylorgating, where up to 40,000+ fans gathered outside the stadium. Empowered customers came together to co-celebrate the brand to whom they belong, often at religious levels. This is tribal belonging at its best and the ROI for significant CX.
The opening image of my keynote and the one featured on the front over of my book sums it all up. While CRM systems and data can enable the magic to happen, it is the way we make our customers feel that truly matters.
Thirteen Questions
Reflections for your Brand from ‘Taylormaking’
01
How do you leverage social media channels to let the customer see behind the curtain of your brand and business?
02
How could you invite the customer in? Where, further back along the production process, could you involve customers so that they feel ownership of the brand beyond the end consumption/repair moment?
03
How can you be more intimate and vulnerable with customers? What elements of the brand story or CX could foster a sense of closeness? Get specific.
04
How can you tear away the line between producer and consumer and enter a collaborative space with customers?
05
How can you personalise commodity/scaled experience to the point of making a customer feel special?
06
Do your customers feel supported by your brand, or do you simply want their claim money? Where is the evidence of that support or do you hide behind process and terms? How can you curate stories relating to brand care and support and have them shared by customers in their peer networks?
07
Where can you delight customers (or employees) by going beyond their expectations? Where can you invest beyond the norm to deepen the customer experience?
08
How do you show your customers you truly appreciate them in a powerfully emotional way?
09
How do you how your appreciation for all your stakeholders (employees, partners, providers)? Do they feel they belong to a brand family or just another ‘garage’?
10
What have you done to build your own brand army? What specific actions have you taken to build a brand that attracts belonging? If your brand or business was a cult, why would people follow you?
11
Do your employees and customers know your brand purpose and is it reinforced and lived throughout all your touchpoints, both in the physical and digital worlds?
12
What have you done in CX delivery that might become a shared ‘brand story’?
13
Finally, what is one thing you could do this month, without significant budget, that would show Customer Intimacy is needed for strong bonds of attachment?
More content
from Ken.
THE TRUST TOWER: WHY BRAND LOYALTY IS BUILT ON BELIEF, NOT BENEFITS
THE CUSTOMER INTIMACY LADDER: FROM SERVICE TO SOUL
THE BAD BUNNY HALFTIME EFFECT: WHY IDENTITY IS ONE OF THE MOST POWERFUL FORCES IN CUSTOMER CONNECTION
For those too lazy to read blogs, and to view further visual content and past performances from Ken Hughes, check out the YouTube channel where he discusses all things consumer and customer experience related.
If you want to develop a true understanding of Customer Intimacy and Brand Advocacy and understand the power of the EX/CX relationship, get yourself a copy of my latest book. Packed with inspiring stories around CX/EX, it is your backstage pass to brand brilliance.
