WINNING THE RACE FOR CUSTOMER RELEVANCE
6TH NOVEMBER 2025
A Business Playbook Inspired by Taylor Swift’s Tribal Fandom
Launched globally on
september 13
Speech Summary
With the birth of the Beta generation, we now have seven different consumer demographics to serve, seven different users whose needs we need to satisfy as developers. From Traditionalists (born after WWII) and Baby Boomers, all the way through to Gen X, Millennials, Gen Z, Gen Alpha and on to the Beta babies of today, meeting consumer needs has become a more complex task.
Change in all forms presses down on every industry and the demands placed on our industry are no exception. Change comes at us as Technological, Economic, Social, Regulatory and most critically from our customers expectations themselves.
To survive (and thrive) every brand needs to exert a greater force against these changes, otherwise we will be crushed by them. To survive and ensure our businesses are future focused, we need to have the courage to embrace new directions. We need to collaborate and have an excellence in execution to have better connections with our customer.
It would be arrogant of us to assume that we can continue to run our business the same way over the next 10 years as we have over the past 10, as arrogant as Kodak thinking digital photography would be a fad, or Nokia feeling their scale would protect them against the iPhone. Arrogance kills entire brands and industries, and it could kill your business faster than you think. As user expectations change, alongside our business and service landscape, so must we.
Staying relevant is key to survival and so we aim to focus on what our customers value. It is in exploring and understanding the values of the modern customer connection, we can build brands and a business for future success.
Take your eye off what your customers value and you run the risk of becoming irrelevant. We discussed four key values during the keynote.
Blue Dot Centricity
We need to place our customer at the centre, not the brand, product, terms and conditions, or our own ways of working. The user is not some inconvenient truth at the end of a customer journey. They are the BLUE DOT – the pulsing centre point around which everything must revolve.
Everything comes to the customer today. Why go to a restaurant when Grub Hub will deliver to your home? Why go out on the streets to flag a cab when Uber will deliver on to your door? Why use an expensive orthodontist when you can straighten your teeth with mail-order clear braces? Customer expectations have changed. As an industry, financial services have often been product led for too long. We need to shift from a process to a customer experience focus, from a product to a solution mindset.
Carrying the Blue Dot metaphor farther, no one would open Google maps and follow someone else’s blue dot on the map – you are only shown your own. The modern customer expects to be treated personally; made feel special, have heavily customised service at every touch point. Recall the Octopus Energy use of data and AI to make each customer feel unique as they waited on hold.
Make them feel special by connecting personally with them. Move away from a commodity experience. Use data to better leverage that connection. Financial services can be notoriously commodity focused. Brand is everything when it comes to differentiation.
Think about how your brand can better connect with your customers in a way that makes them feel like they are at the centre.
Expectant
Customers/users expect it to be right, first time, every time. There is no room for inconsistencies in how a customer is treated today. Ultimately Customer Experience has become the battle ground for success, and in that reality, we need to strive for better.
No longer is a customer delighted with expected levels of product or service. You must push past satisfaction and expectations into the ‘excite & delight’ space if you are to cut through with today’s consumer. They rightfully demand more from every brand experience they invite into their lives.
Recall that diving board analogy – your user is at the very top in terms of their expectations of you. They want it, and they want it NOW, and they want it about them.
Think about how to delight your customer in unexpected ways. Your customer experience needs to connect beyond mere product and service provision. It is only through going beyond expectations that we build brand advocacy and tribal belonging, an empowered customer.
You need to be different from others in your industry, specifically in how we emotively connect with customers. Remember that hospital AI speech-to-charting system, which leveraged AI to unleash human empathy and connection.
And recall those Harley Davidson and Red Bull tattoos – that is what we all want. An empowered consumer who will go out and sell your business for you. We all need a Swiftie army.
In a highly competitive market, what truly differentiates your business? The brands that invest in CX and strive to go beyond any and every customer expectation lay down the foundations for Customer Lifetime Value.
Phygital
We now live in a ‘Digital First World’ – a world where we all reach for our digital devices first to answer any question or solve any problem. The digital Immersion is only going to increase with the coming Quantum Computing reality and as AI and Robotics converge alongside customer expectations.
Every brand proposition has to be part Physical, part Digital. Customers now expect digital to drive their experiences. The AI ‘spring-jump’ is real.
AI is set to change every industry. Most importantly, it will unleash a new set of customer expectations around hyper personalisation and relevance for customers in their brand and service interactions. Be ready for that fourth-dimension connectivity. We need to engage with AI so that we free up the human talent to focus on CX.
AI is not about productivity and efficiency – it is about using technology to better connect with customers and create better customer experiences.
AI is only useful to us in customer experience if a customer feels something positive.
Relational
Ultimately, building Customer Lifetime Value and Customer Intimacy is about building Relationships. It is about moving away from the old ‘transaction model’ and moving towards a model that is based around putting the Relationship at the centre. This is why CX has become such an inherent part of most companies’ strategy.
It is only when emotions are engaged do we build relationship, when the customer ‘feels’ something. We need to become a trusted partner in life for our customers, not just another transaction provider. This is a new space for many brands, traditionally process or product centred.
The more we embed emotional response and authentic, compassionate customer interactions in the customer experience, the more we build that bond with a customer. We achieve both scale and depth of connection.
Look for ways to build significant relationships, with depth, authenticity and purpose. Recall the Taylor Swift fan enraptured with experiencing the product. This type of engagement only comes when there is a significant relationship related to the brand experience.
In our future deep-fake, AI-fuelled world, authentic relationship will be everything.
Your UX Strategy Audit
10 Questions to Answer
- If you were to make your brand proposition or business more BLUE DOT tomorrow, what would that look like? Where in the customer journey could you do a better job at making it about THE CUSTOMER and not about YOU?
- Where could you implement PROACTIVE service rather than waiting for a customer to ask? How could we build loyalty and brand respect by moving towards a proactive service model?
- Where do we routinely go beyond customer expectations into the delight space? What 5 ideas could we bring to life in the customer journey that would make a customer smile in delight on all sides of your business?
- What digital elements add value to the emotive customer experience? Are most of our digital tools about efficiency and process? Where are the delight moments using technology?
- What moments have we created in the last 3 months that would be your United Jet Delay Story? Who is telling your Brand Story today?
- How do you share the moments of delight and above customer expectation internally? How does the organisation hear, routinely, that we are delighting our customers?
- Who is your Excite & Delight Director within your team, responsible for delivering moments that go beyond customer expectation.
- What are you doing in the Employee Experience space that motivates your employees to want to deliver 5-star CX service? All of the values discussed apply to employees also.
- If a customer left your business tomorrow, where is that failure most likely to have come from in your customer journey? Audit your CX processes, identify pain points and look to dissolve the friction.
- Where is the evidence you are building relationships and Customer Lifetime Value in your customer service provision? Where are you authentic and pushing past transaction into relationship?
More content from Ken
To get a more detailed feel for Ken Hughes content, check out his Blog – The Blue Dot Consumer. Widely read by those in the marketing, customer experience and retail worlds, it is full of in-depth discussion and content relating to all things consumer.
THE HORROR OF MISUNDERSTANDING CUSTOMER LOYALTY
DECODE, DELIGHT, DEVOTE: TURNING CUSTOMERS INTO TRIBES THROUGH GAMIFICATION
COURAGE, TRUST & BELIEF IN CUSTOMER EXPERIENCE
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.
A Business Playbook Inspired by Taylor Swift’s Tribal Fandom
If you were inspired by today’s keynote and would like a deeper dive into Customer Intimacy, Customer Connection and building Tribal Belonging, get yourself a copy of Taylormaking: A New Era of Modern Branding and Customer Connection.
