The Customer Experience Podcast
The Customer Experience Podcast

Episode 120 · 7 months ago

120. The ABC's of Creating Superfans w/ Brittany Hodak

ABOUT THIS EPISODE

Superfans!

You may have some.

You may have had some and lost them.

You may have fans — who would be superfans — if only you engaged them the right way.

Regardless, you always want more superfans.

But you have to work for them.

In this episode, I interview Brittany Hodak, speaker, writer, and co-founder of the Superfan Company, about what a superfan is and how to build a base of them.

Brittany and I chat about

- What a superfan is and how you create them

- The 5 steps of the SUPER system

- How Brittany got offers from four of the five sharks on Shark Tank

- The biggest threat to business (it gets no airtime)

Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

So I define a super fan as a customerwhose experience with your product or brand is so great that they can't helpwith advocate on your behalf. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host, ethen Baute, super fans. You may have some you may have had some andlost them. You may have fans who would be super fans if only you engage themthe right way regardless. You always want more super fans, but you have towork for them. Today's guest is a keynote speaker who teaches sales andmarketing leaders to delight customers, multiply referrals, increase revenueand create ouguestit super fans. She cofounded scaled and successfullyexited the Super Fan Company, where she sort of clients like Walmart, Disney,Amazon, Luke, Brian and Katy Perry. She was named to Advertising Ages Top fortyhunder Forty List Inc. Thirty HUNDER THIRTY LIST IN BILLBOARDS AT THIRTYHUNDER thirty list. As a speaker, she's been invited by American, express, wewere compassion, international Sony, music, the United Nations and manyother businesses and organizations, and, unlike the majority of our guests hereon the PODCAST, I've actually had the privilege of spending time with her inperson and seeing her present on stage at my last prepandemic shutdown eventin March, two thousand and twenty Brittany Hodak welcome to the customerten ICA, yes march. That was what eighteen nineteen years ago,approximately it's really great to be able to hang out with you like the waythat event went, we were able to talk for like a couple of hours, which was apleasure. It was a lot of fun and then we both flew home and immediately wentinto lockdowns. So that was, I think,...

...like the second week of March, yeah,absolutely, and so before we get going. This is a story I have not asked youabout you received offers from four of the five sharks on shark tank. I don'tknow if I'm a super fan of shark tank, but I'm definitely a fan fan. Tell me alittle bit about your shorttake experience. Like why D you go and howdid it go yeah? So you know it feels like forever ago. I think it was late,wo thousand and fourteen when we taped the show in an Aredan early, O thousandand fifteen and honestly we went because I was a fan on the show. Inever thought I would be on the show never would have applied to be on theshow. I just got a call one day from a casting producer who said Hey, I writeabout you and I think it was like forbs or something he had seen a story aboutthe company and Thaut. We sounded fun and ininvited in myself on Y, mycofounder of my last company to be on the show, and it was it was cool it was.It was really exciting. Something that we thought about in great detail washow we wanted to. You know appear on the show how we were crafting our story.WBUT. We wanted it to be like for the audience that was going to see it.Something that we didn't think about it had a time was the fact that it wasgoing to rerun in ferportuity forever and ever and ever and ever and ever andever and ever all across the world. So the most interesting part of the Sharttink experience has been, even though it's like six years removed from whenwe taped it. It's like this little time, capsule of exactly where that companywas at that point in time and when it reairs it's current to everybody,seeing it for the first time and just in the states CNBC atrears about likeonce every three weeks or so unless CNBC is doing some sort of marathon andthen it's more frequently than that and still every single time it airs it's.The craziest spike like I'll go from. You know my baseline of like a fewhundred people a week on my website to like eighteen hundred people one day onBerti Hodccom and I'm like. Oh, I guess it aired and I get all these enboundmessages and the same thing to a lesser extent all over the world. So it's beena really neat experience for me to...

...connect with business people and dozensand dozens of different countries. Who are you know all about creating superfans? It's really cool, so Itas. Obviously the Super Fan Company. Whatwas it that they were particularly excited about, so I was running a marketing andPackini packaging agency at the time. So when I launched that company at theend of tw thousand and ten, my first client was Walmart and my pitch toWalmart was, I think we can do a better job of engaging fans when it comes toentertainment releases. So can I work with you to create really excitingcollectibles, that sort of merchify music releases or video game releasesor movie releases, and I was so fortunate that Walmart immediately sawthe vision immediately bought it and said Yep well, give you a venour numberwell help make introductions for you. You just go create great stuff, so Iwas creating these fan engagement packages, for you know sometimeshundreds of thousands of fans for some of the biggest entertainers andentertainment properties on the planet, so tha the shark you know offer wasthis idea of byand be a part of this packaging company which, by the time wewere on the show, I'd been in business for like four years, so I had expandedbeyond Walmart. We were still doing several million dollars a year ofbusiness at Walmart, but every time we work with an artist or a team or astudio. They said you know it's going to be a couple years before I've gotanother thing that I want to do a retail. Can you help me with my fanclub? Can you help me with my tour? Can you help me with this new season thatwe're about to launch? Can you help US Open Stadium? So by that time thebusiness had diversified beyond retail to be serving customers at you know allof these different points of interaction love it. I love the waythat your clients were bringing you in deeper and expanding beyond retail. Ican see I would have been attractive. We go really deep on that, but we won'twe'll go to customer experience whet. I say: Customer experienced you, Brittany.What does that mean to you to me? Customer experience means. How can wedelight every single customer to this extent that they never want to workwith anybody else? How can we become...

...their go to partner and that they can'twait to tell all of their friends about this amazing experience? They just hadwe the same way. Every artist should hope that somebody hears them for the first timeand says I can't wait to tell everyone about this amazing new artist. Idiscovered that's how I think every brand should approach customerexperience make it so great that people can't wait to tell other people becausethey want everyone else to know that they were in on it early. I love thatgoal. This idea of being remarkable, I mean like in the in the most literalsense like worth talking about right, which implies, of course, memorable,but not just memorable, I'm going to act on that thought. I'm actually goingto tell other people proactively about it, really good at the risk of askingthe obvious, but also knowing that there's some interesting nuance here.What is a Super Fan to you? So I define a super fan as a customer whoseexperience with your product or brand is so great that they can't help bithadvocate on your behalf. They want to go out and tell other people. They arethe customers who create more customers for you. I love it. The customer whocreates more customers. I've heard that a couple of times in various forms onthes show this idea that customers are the new marketers and I really like theway that you've just gone all in on it and seen it in so many different ways.Over the years. I think you've already kind of tied together customerexperience and Super Fan. Is there any nuance across maybe product types orindustries in terms of Super Fandom? Do you see it like? Do you see thatdynamic behave differently in different environments or is working? Almost anycompany in almost any industry create super fans in a similar way, so almostany company in almost any industry can and should create super fans, and whatthat Super Fan profile looks like is going to vary a little bit fromindustry to industry and Company to company, and that's because the metricsthat one company uses to define what...

...matters to them is going to bedifferent from what another company is doing. So actually am a five partformula which is whet. I talk and teach about a lot because it's prettyapplicable frent to different industries, and we can go into that ifyou like, but really the key is customesation like. If there was asecret to CX that worked across the board, everybody would do it right likeif it was that easy, every fast food restaurant would be chickfulle andevery hotel chain would be the rich like it's not that easy. It soundssimple, but you've got to infuse the DNA of your company into everythingthat you do. You've got to connect your unique story with the stories of thepeople who count on you for your product of service and when you can dothat that intersection, where your story, Ind your customer story, overlap,that's where super fandom is created. It's really good. I like that. Youcalled out the idea that has to be this is when you, when I hear DNA, here'swhat I hear I hear it has to be true, and it has to be true inside that way.It can be expressed to the outside felt outside and kind of fed back in, likethis DNA piece is so true, and- and both of your examples are great- youhave a couple other like what are two or three other companies you like tomention in the context of Super Fandom. So listeners can like get all dialed inon it. So you know the idea of creating super fans is, if you become soimportant to your customer, for any reason that they can imagine everworking with anybody else. That's a super fan and it doesn't happen to be abig sexy industry. It doesn't have to be a lone nown company. I like to tellthe story my terminator Scott. I am one hundred percent, a super fan of myexterminator Scott and his company, because I hate hate, hate, Brown andclose spiders more than anything in the world, and I was terrified by the ideaof leaving New York where I lived in New York City for eleven years before Imoved to Tennessee, and I was terrified about moving to Tennessee, because whenI grew up in Oklahoma, we had Brown and close spiders in my house, and I was sofreaked out by them because they're horrible, like, if you don't know whata Brownan gost spider, is, do not Google it. It's like the stuff ofnightmares and I was so afraid to move...

...back to a state that had Burnan glosepiders, and so my my exterminator sky is like an intergal part of me feelingcomfortable and safe in my home, and I, like I text him all the time. It's myhusband makes fun of me. Like any bug thing at all, I be like. Let me justtake Scott when my son, like a couple years ago,my son was a year old and we found a tick on him and I freaked out. I wastaking a picture and texting it and my husband was like Oh good, are youtexting the puter an, and I was like? No ' I don't want Checkin but boys,Scott S, aazines got to ask you know how freaked out I should be, but that'sand all of my friends whoave moved to the area. Ive Of course recommendedbelmetexterminating. I'm like you got to work with this company, so it doeslike. Sometimes I think people think, oh because I'm in a BTB company orbecause I'm doing something that's not particularly exciting. Nobody wouldever be a super fan of my company, but it's not about the product or service.You deliver it's about the security, the feeling, the experience of thatproduct or service and how you're going above and beyond to make sure that yourcustomer feels appreciated. They know that you know you're, not just anothernumber you're, not just another. Po, like that customer is an intergral partof everything that your company strives to do for the world. So that's that'swhat Cx to me is all about and that's what creating super fans should beabout. I love it, and so just has a segue into kind of where I want to gonext. Obviously, Scott knows that you're, a super fan. You communicatewith thim consistently I'm going to go out on a Lim and say he's heard yourname from people. You've referred to him, so he knows that you that he isvaluable to you and that you have a great relationship and that, for noreason would you ever go anywhere else to make sure that you and your familyare safe and that you can sleep peacefully, knowing that thesenightmares don't come into real life. I know exactly what you're talking aboutby the way, and I would never google it. I just get freaked out thinking aboutgoogling it, but you know for people...

...who maybe haven't identified theirsuper fans like T. where would you encourage people to start like w? WhatI would like to explore? A kind of a high level is: How do I find them ifthey exist or, if they're kind, of on the cust? How can I activate them likewhat are some practical things? I can do related to these ideas, because youknow these all the all the examples you've shared in the stories youveshared, think of okay, Cool Yep, definitely get it. I like this idea,but how do I go at it a little bit yeah? So I'm going to give a really easypiece of advice to remember it's an acronym. The acronym is Super Superconceptiset system, and if you want to create super fans, it's not good enoughto be great. You've got to be super, so that's easy to remember right. The veryfirst step is start. This is the s part. S stands for start with your story, andso many people are like yeah. I want super fans and then, when I say to them,okay, what is it that Youare the best in the world at they're? Like I don'tknow, I'm like? Well, if you can't tell mewhy you're the best, how in the world is a customer ever going to be able totell me you've, got to know what it is that sets you apart, you as asalesperson or marketer you as a brand. What is it that makes you so specialthat you deserve to have super fans? What are you doing for your customers,so that' stuff one and when I say start with your story, I don't mean, like youknow, word vomit your story immediately to everybody. You MEEN, I mean you've,got to know you've got to understand at your core. What is that DNA? What is itthat you do, because a wellcrafted story is your superpower right, I meanpeople talk about storytelling and marketing all the time now, but that'sbecause it's so important, because your story is your brand and without thatyou're just another commodity and commodities. Typically, don't havesuper fans right. It's the people who do a good job, setting themselves apartto become that category of one. So the first step is start with your storyfigure out what it is. That makes you the very best in the world at what youdo figure out, how you're going to...

...communicate that superpower to otherpeople, Stubwori in super, doesn't necessarily mean or probably doesn'tmean at all. Products features benefits faster, morebetter right. It's this! It's a story, that's easy to repeat potentially yorelements of it. That has some kind of an emotional component and that's whatmakes it powerful. That's what makes it patterafle and when you say more andbetter, more and better, not bad, but what are you doing to make yourcustomers lives better? What more are you doing for your customers than yourcompetitors? It's not more and better about your product or yourself, it'smore and better about your customers and the experience or providing goodgood. Okay, thank you are with the story. Yeah and then sted number two isunderstand your customer story and obviously you know it's sort of likehow zoomed in or out you want to go. When you talk about your customer likewhen you zoom out, obviously you've got to know you know, who is the Persoonathat you're targeting what type of customer do you want, but when yousedoom all the way into each uniu customer, it's so important tounderstand their story. It's so important to listen actively to saywhat can I be doing better? What what do you like about my product or service?How am I making your life at ar already, but what can I do to get even betterand to constantly be iterating and improving and figuring out how you'redoing a better job, and when you do that? That takes you to te step numberthree which sands for personal is in connect. I said earlier: Super Fandomis created the intersection of your story in every customer story. You'vegot to show your customers how you matter in their lives. You've got toshow them how you're making their lives better and when you do that, they'renot going to be looking for other solutions, and one thing can I like.Can I talk about something that is a pet peeve of mind for just a second?Yes, please, I feel like when people think aboutconnecting they're like Oh, I need to put what I do in the context of what mycustomers understand and somewhere along the line. I don't know who didthis the first time, and maybe it was...

...okay. Fifteen years ago I hate morethan anything when people priced their products in coffee, like if you hateyour customer for the price of those two lates you get every day or for thecost of your coffee. You could have stop doing that, like do not it. First of all the way your customersspend their money is absolutely none of your business. Second of all, youshould never be positioning yourself based solely on how little you cost,because now what you've done in your customers mind. As said, you know,you're worth two Doas a day or you're worth three dollars a day or whateverit is, but like that's just such a terrible idea, and you see it all thetime you see I in sales copy, you seein a marking copy, you see it and funallysequences people are like. Oh, you know you just give up that coffee day, likedon't tell me what to give up Sendin Your Business Anyway, total aside alittle bit of my sopbox, because I see like every day somebody is trying tosell me something that's you know, for the cost of two coffees a day or forthe price of that avocado toast or for less than your netflix subscription,and it's like get out of my wallet. This is non of your business totally. Iappreciate that. That's good yeah, so it's so connecting your storywith your customer story. Finding out what it is that you can do to maketheir lives so much better that they would never look for a competitor. Theynever want to work with anybody else which leads to set for which is e,which is exceed expectations so setting expectations and exceeding them atevery point along the way and then step number five to finish out. The acronymis ore that sands for a repeat, so that's all about the automation andwhat you're doing predictably every single time. It's really interesting. Idon't know that enough, as I'm just thinking about my own interactions as acustomer, I don't know how many places actively or companies or even producttypes or segments actively manage expectations on the way in, but I thinkit's such a big deal. You know our disappointment or our excitement is sospecifically a function of expectation...

...and when we leave it to the customer,of course, we maystart to expect the best that we get be applied in almost every aspect ofour lives. Even if not every proctor service I engage with, can deliver forme like Amazon like Oh, they told me is coming in two days, but it showed uplike eighteen hours after I ordered it. This is fantastic. You know noteveryone can do that, but absent managing expectations. I think it's Iget to decide and I'm bound to be disappointed, because I expect the bestyeah and you know I think, if two thousand and twenty has shown usanything, it's that there are curve balls like there aregoing to be things beyond the scope of our control, but it's so important tocommunicate with your customers war. You stand one company that Shockminleyhas not done a great job, at least for me personally. Managing expectationsthis year is the Disney store, which is really uncommon because Disney is, youknow, usually at t e at the front of the class for everything on CX, butshop Disneycom has had just crushing delays because of Covid, and I think three different times. I'veordered from them this year out of necessity, because I have a three yearold and sometimes there's suff, you can only get from the Disney star and eachtime the little notice at the top has been it's. Your your order will bedelayed, it's going to take about two weeks or maybe longer, and that's thelanguage and it's like that's when you've got a three year old who'swaiting on the spider, mantoy they're buying with their birthday money, twoweeks or maybe longer is not like a great window and I think the longestthe longest order that fulfilment time from Disney this year was twenty sixdays it took twenty six days from when I placed my order to Wen the ordershipdand at no time during the W thuandyd sixten window was there like a dominospizza, tracker experience where somebody reached out and said: Heyyou're still in line, we haven't forgot about it. You know we're just not toyour order. Yet it's just. I didn't hear anything for almost four weeks andthen it was hey. This is shipping and...

...then, when it, when it showed up onlylike half the stuff that we had ordered was there I'm guessing because of theyou know, theyd run out of the you know, because fulfilment was sill behind. Soit's so important to manage your customers expectations. They don'texpect you to be perfect, but they do expect you to communicate and let themknow what is and isn't beyond the scope of your control and what you are oraren't doing about those factors really good expectation story and a greatreference along the way, by the way that that Dominos pizza tracker. So Ido not personally enjoy dominos pizza, but my son does loves it and I'll neverforget this is years ago now, but the first time we placed an online order togo pick up. You know a few blocks away the clarity of exactly what's going on,and I don't know if the names they put on the screen or the actual names ofthe people working at that particular location. I would assume they are whywhy reference Stevas Steve, isn't working at this place or Jeff or Tinaor whatever, but it was just so clear in terms of expectation management andas soon as you know, it got to stage three. We knew it was time to jump inthe car and head over there because it would be straight out of the oven whenwe arrived and it's it's just such a good example of managing expectationsand that transparency of kind of what's going on so this two weeks or maybelonger is like. I have no idea why and so, and you see that I mean I don'tknow if it's a pep peeve of mine, but I see this like covid could cause delaysor is causing delays like even today, months and months and months later likeif it was. You know in that initial ninety, or even hundred and eighty daywindow, where everyone's trying to figure out how are we going to you know,adjust our operations to fit this situation. I feel a little bit betterabout it, but I think absent any level of detail or transparency about howcovid is affecting this flow, like I just L, beg so many questions, rightyeah, which I mean if we look at it on a on a bigger level. I think you knoweveryone is experiencing that even from...

...our government. Right like I would feelas feels like. That's the story of t O twousand and twenty is like the yearwithout a plan or the year with constantly changing plans, becausenobody knew what was going to happen tomorrow, but for your customers likethat's, like you said, that's not enough, especially at the point wherewe're at now it can' just be like it's probably going to be the lace you mayor may not get this swimming or may not be open. Tomorrow, like it's just it's infuriating in a time where youshould be working harder than ever to make your customers experience betterin their lives easier, because everyone has so much going on right now thateven one little thing being easier than anticipated could turn somebody's dayaround right. Now, you can make customers for life by making thingsjust a little bit easier than somebody anticipates in a way that we've neverexperienced in any point in history right now, such a good reference pointthere. I think we so often think about the experiences that we're creating anddelivering in our own context or relative to competitors. But this ideaof stepping out and saying everything is a little bit more uncertain than itwas at this time eighteen months ago, and so, if I can provide a little bitmore certainty or a little bit more surprise or exceed expectations alittle bit, it's going to count for more than it would in an air, quotinglike normal environment. So I want to do something fun. You've already gonethrough super super. I want to do one more of these because you did a greatyear in Thisis, still in the middle of it as we're recording this still in themiddle of this great video series, the ABCs of creating super fans- and I would love for you to take five ofthem, and I would love for you to do for everyone listening Brittany's lastname is Hodek Ho Dak H is for happiness. Tell us about H, yes ag es forhappiness, and I am a huge believer that, no matter what you do, no matterwhat your industry is, it pays off to be in a happy happiness. Business. Tryto make your customers happy every...

...single time. Every interaction that youhave throughout your day is either going to be a net negative and positiveor inet neutral for the person you're engaging with it's going to make themfeel better worse or it's going to be like a nothing burger that they forgeta few seconds later, emotionally speaking, so do the extent that you canmake as many of those interactions, whether it's over email text dm phonein ral life. If we ever get to do that again, whatever it is, you can makethat person happier than they were when, when that exchange started, you'regoing to create super fans really good and that big that big, nothing burgeris probably the most dangerous, because people who are unhappy will often bringit to your attention or should be apparent at some level, and you canturn that around the Gane to a straight unded and eighty on that. But it's thatbig silent board unengaged, not happy, not unhappy group. That is the groupthat is probably most likely to be disloyal to shop around and not becomesuper fanatical. Oh hiwal Ay, just on Thatroal, quit the biggest threat tobusiness, which gets like no air time. No publicity, I feel like people shouldbe talking about this. So much. The biggest threat to every business isapathy. It's not thike. People who you know are angry. It's not to be peoplewho have lower awareness, it's the people who are like man and then theymove on and try something else, because you didn't deliver something that wasmemorable enough. Yeah if's the express their anger, at least they care, and itgives you something to react to and improven again pull Tho hundred andeighty okay, the Oh of creating super fans. I don't know this. One is yetright, Stande for obsession. You should be obsessed with creating amazingcustomer experiences, because if you're, not your competitors will be awesome Ddetance for data more important than ever before. There is no excuse like ifyou aren't tracking enough metrics about customer happiness. It's becauseyou're not trying hard enough. It is so so easy to get both qualitative andquantitative data from your customers...

...and from your target audiences. Thatthere's no excuse for not tracking and acting on data on Andexceedingly,regular basis like no O, even if you're a company of one, you should betracking things and constantly iterating, based on Y, your data yeahand in your as you ran through super. I think it was P for personalize. Youmade me think about you know connecting with the individual, but then alsoconnecting with groups, and there are tools that you can use and most of themost companies have some version of these things in place already, but tothe individual person. I don't think enough. People just pick up the phoneand reach out to people, or you know, send a truly personal message and reachout to engage over the phone or over Zoom Callor, whatever ere over a bombonvideo come on o the best way to personalize in connect rit. It reallyis it's a really good way for people to know that you're actually just reachingout to those people, and I found that by the way, that's for me personally,that's been a huge benefit over the years. Is I've built personalrelationships with hundreds of our customers is the benefit of asynchronis right? whereI can. You know, reach out to five people between seven thirty and sevenforty five in the morning and then you know a couple of them will get back tome same day a couple the next day a couple the next week. But you know youget all this rich feedback, but in the convenience of Anasynchroniuscommunication, but getting out a live call, whether it's a phone call orvideo calls. Also like it's so simple that I think so many people overlook itand instead we're looking to data wrangle stuff when there's already someeasy quantitative and in this case qualitative and feedback that we canget in react to so h's happiness. Owas obsession dias data, a thisappreciation tellus about appreciation appreciation. It's you know feelingappreciated is such an important part of having a great customer experiencehaving your employees feel appreciated...

...by. You is probably even more importantbecause you know I've consulted with so many companies and what I've seen timeand time and time again is. It is not possible for employees to provide abetter level of customer service than they feel from leadership. It justdoesnot happen or if it does it's very short term and totally unsustainable,because people will burn out, they will leave so treating your team will makingsure that they know that they are appreciated, and then you know passingthat same spirit along to your customers and appreciation doesn't justhave to be. Thank you there'se, so many ways to express our appreciation,attention noticing, perhaps noticing and giving alert to someone that younoticed something that they did. Of course that might be wrapped into.Thank you, but this yeah there's so many things you can do here and I lovethe bridge that you built there with employee experience and customerexperience. The two are absolutely inseparable and Hash. I forget who saidit was on a recent episode that I record it was like. I've never met a really excited customer who didn't alsohave really excited employees that help make them. Customers like it's justit's that that transfer of emotion is really difficult to do any other way.So, starting internally is where it's at Kay what is Kay? Okay since Fo'Rkeepin touch. Oh it almost sad for kindness. That was a hard one, becauseI feel like especially in two thousand and twenty. The world can use a littlebit more kindness, but I ultimately went with keep in touch, because I feellike one mistake that so many marketers make is: they think they should reachout to their customers every time they want to talk to their customers insteadof reaching out when they have value to add to their customers. When there'ssomething important that they have to say to the customers who want or needto hear it at the right time to add value to the customers. So I always sayyou should keep in touch with your customers exactly as often as you canprovide real value to them and not a single time more yeah, and that is alsoat some level, a sign of appreciatioand.

One of the quotes I like to includesometimes depending on what I'm talking about and who I'm talking to or with isWilliam James Father, popularly known as the father of American psychologies.The deepest principle of human nature is a craving to be appreciated, andthis is again just I want to be seen. I want to be heard, I want to beunderstood, and keeping in touch is another way to show some level ofappreciation. Like I care enough about you that I want tostay in front of you and I have something for you, Etcete, etc yeah andit you're so right and when done correctly, it is a showing ofappreciation versus we've. All had that friend, who, like only ever, shows upwhen they need something right. They're like hey, I was just thinking about you,Pabro, twenty bucks or whatever, like don't be the business version of that.Don't be the company that only reaches out when you want or need something bethere to like, add value to their lives in a real way and show them that youappreciate them by validating the fact that you know you want to make theirlives better, so good and proactive, and in frankly it just I mean goingback to the head ex CX connection, I think N, when a company operates thatway, you can be more proud of your work. You know, instead of just reaching outto askask. Ask like take. Take, take that you lead, with the give, generallyspeaking and and the rest just kind of falls out from their a hundred percent,and and it's obvious the companies who have that dedication Ito the EXCX. Yousee it, you see it in. You know the Ri, you see it in the amount of retentionand referrals, and you know those are the things that are so important andthose principles can work for every single company, every single personwatching or listening to this right now, no matter what industry you're in, ifyou, if you take the time to figure out how to how to make your customers livesbetter at scale, you are going to be in business for a very long time. It'sfantastic! When did this occur to you...

...super fandom in general, like wherewere you in your life? When did it click for you? Did the term Super Fanjust pop up to you, or did you like catch it and passing your like? That'sit like how did all of like how did we? How did you- and I get here today- talkabout Super Faence Britain? We een here? Okay, so this is really funny. I mean I alwayswas obsessed with music. I always wanted to work in the music industry,but my my official intury into the world of Super Fandomwas. When I wassixteen years old, I went to good jobs, shadow at a radio station and myhomefound for like a school assignment. I was like a sophomore, I think, inhigh school, and I said I really want to work here. Is there anyhng, H T Ican do and promotions manager said? Well, you look like you're about theright size to be a mascot. Do you want to see if you fit in our moushgot suit-and I was like yes, I would do whol o to be your Maskcot, so I get mascotStang the be okay. Okay looks a lot like mighty mouse. My husband is, likeI'm surprised, Ho guys didn't get like a copyright infringements use suitbecause definitely look like miny mouse, but sting. The Bee was the mascot forthe forb. Ninety eight, the CTR Ra stution in fortsmonth Arkansas, and somy mady name was Brittany Jones and I just happened to have a good fortunethat this was happening along the same time that the movie bridget Jones diarywas be made into a movie and the station manager said: We've got aBrittany Jones. What can we do, and you know spoof, that Bridget Jones thingand call it Britin Jones diary and, in my infinite wisdom, is a sixteen yearold. I said well what, if I go, hang out with all of the artist and justwrite about it: You're always talking about driving traffic to the radiostation website. What, if I just you know, hang out with all the rockerswhen they come to town, I don't knowll be like you know what happened whenBrittin win bowling with blank on ad two or whatever, and the manager waslike yeah. That's great, yes, well, set that up we'll talk to all the labelrupsand make it happen just make a list of the shows you want to go to, and I waslike kidding like for real, like did that just become my job as a sixteenyear old, so I was, I was literally...

...getting paid to hang out with rockstars and Brag about it on the Internet. When I was sixteen and seventeen yearsold, I was completely ruined any chance of me ever having like a real job rightlike at that point, once it sort of opens your eyes as the teenager thatthere are. There are these ways to make money so anyway, so I started workingreally closely with you know all these, these different people in theentertainment industry, because by doing that I was working with publicistmanagers and labels, and I became really obsessed with why some of theseamazing bands that I was seeing play at festivals early on in their careersturned into huge superstars and others didn't. I was like what is it? What isthe thing that makes some bands take off and become the biggest acts in theworld and others sort of fade away, and I started studying it. I started tryingto you know, find correlations and look for it was at the song. Was it the tour?Was it the the ad support and what I found and, as I you know, continued on,I graduated from college went to go work at a label. The thing that I couldalways draw your rec line to was the connection to the fans, the artist,like all other things, equal, the artists that are going to be the mostsuccessful. The ones that are going to have incredible careers are the onesthat prioritize their fans, making those connections becoming part oftheir stories, part of their lives and every single huge started a you candraw a direct line back to their fan engagement, and so I became reallyobsessed with that. I went to Grad School, I studied marketing. I wasstudying retail at the time and trying to figure out again like what what iswhat is the correlation here? How do how do brands become the go to fortheir customers and and it's the exact same thing like customer engagement- isthe same in any you know: Corporate Environment as it is in theentertainment world, it's taking the time to create those connections. Sothat's when I became obsessed with Super Fandom, I guess when I wassixteen years old and then through the years it expanded to to me looking atwhat some people would say, aren't as fun or exciting industries, but to meit's even more exciting because that's when the real challenges are like it'seasy to have somebody become a super...

...fan in an arena environment where it'san amazing rock show it's tougher when you're you know selling tax servicesonline, like those like, if you can do that, that's when you know you're arock star absolutely and the other thing too, is that you know we maynever be. I mean you talked about some of the industries not beingparticularly sexy. You know like a a rock star or a touring band situationwould be, but at some level you can maybe even have more impact on theirlives like in a more immediate way. I mean there's, there's something likeemotional and uplifting and like mean music is so tied to so many memoriesand all these other things. So we may never reach that level, but we canaffect people's lives. Every single day in meaningful ways and in ways thatthey can remember and talk about if you are listening to this episode andyou're here at this stage of the conversation you're, obviously enjoyingit you're obviously into it here- are two other episodes that I know you willenjoy. One is episode: Sixty Three with David Mirrman, Scott WHO's, the offerauthor of several best sellers, including fanaccracy, which we calledthat conversation episode sixty three with David Mirrman Scott. We calledthat creating fans through human connection and, like you, Brittany, hisstory is very based in music. His Band of choice is grateful dead, but he wetalked a bit about it and he writes about it in his book and thatrelationship there and then episode. Fifty five with Schep Hikan, who is acustomer service and customer experience expert. We called thatcreating an amazing experience by being slightly better than average, and you-and I were in a lot of those themes here in this conversation to withespecially on expectation management and just being a little bit better. Allof the time like this can this blend of consistency like I'm consistently alittle bit better than expectations and I'm consistently a little bit betterthan alternatives is going to make me...

...amazing and perhaps turn me into asuper fan so Brittany before I let you go and thank you for super. Thank youfor Codak and thank you for all your time and your stories as been reallyfun. I would love to know if there's someone that you'd like to think ormention for the positive impact that she or he has had on your life or yourcareer and you've already mentioned a couple brands and companies, but maybegive me one more that you really appreciate for the experience that theydeliver for you as a customer. You know one brand that I want to give isshoutout to is Walmart with their new service. Walmart plus, and I don't knowhave you had, have you had the chance to try out Onro plus? Yet I have notit's. You know it's so funny. I feel like every headline you read about.Walmart is like on Mor versus Amazon who's, going to win the war right likethat's such a tired trope of, like you know, saying that these you areconstantly competing and it's like well, I know who's going to win. The customer,like literally all of the customers, are the one but yeah o both sides ofthe equation. Every time, one innovates to keep up with the other, but WalmartLunch waunched their Walmart plus service earlier this year, which letyou get Groceri dilivered et lets you get stuff from Walmartcom for freeshipping with no minimam like there's all these products. You know all theselittle benefits, but the really cool thing about it is shopping in store contactless. So youcan use your Walmart APP. You can go into the store. You just scaneverything in your cart and then on the way out. Somebody skinns your phone andspot checks like two items, such a great experience. I know a lot ofretailers are trying to do the contactless experience because of covidand just because of convenience, but I didnt have tested out six or seven ofthem for sure. Walmart is the most seamless it's the best. They did such agreat job, delivering that experience between your phone and the car there'sno at least the Times I've used it. They haven't had any of the annoyancesthat you run into sometimes with the other people trying to do it. So Ican't imagine ever going back to even like selfcheck out now of selfcheckouts, the only option, I'm like H, how annoying so Walmart plus definitely onthe innovation side and in terms of who I want to think I woundt think myhusband Jeff. He is amazing. He is...

...workdin sales for a couple of decadesand and first of all, he's just like a way better person than me he's like waynicer than me. He creates super fans everywhere. Hegoes including me. I met him was like how do I trick that guy into falling inlove with me and marrying me, but he is such an amazing. Such an amazingsalesperson, an advocate for making sure that everything you do improvesthe people. The lives of the people around you so shout out to hubs reallywatches this. I'm Orea to tell it s awesome, maybe I'll, send it to himI'll, just I'll trurn that out and send it straight to him, and it will makehis day ICANI de, be like hey. You should watch your wife in this podcastand don't say anything and we'll just see if you watch this to the end. Okay,I'll, follow your lead on that. That's good. How think we've got to lokits right?How can someone follow up with you, like obviously Britny Hodeckcom? Whereelse would you send people? What else are you working on if people like thisidea of super fandom and they enjoyed their time with you here? How would howcan they continue? It Brity Hardax at column, is a great destination tothat's haw. I should just stop the senence there. That sounds funny yeah,it's a great testiation. If you're looking to find me because everythingis there, you can sign up for my newsletter, I send it every other week.It's got all kinds of tips and tricks, and the latest from companies that aredoing a great job of CX and sales and marketing, and I'm just at BritainHodak on on all the socials, so whatever you'r preferred one is or ifyou want to send me a note, I'm Brittany at Britnihodaccom awesome. Iwill include some of those things as if you are a regular listener. You knowthat we write all these up with short format drop in some video clips, putthe fall audio in at Bombomcom podcast. I also linke some of this stuff up andI will also add that Brittny Hodackcom is a great destination because thereare tons of cool resources. So if you liked the super framework, there's justlike more free stuff, like things that will be kind of fun, engagingprovocative and help, you start thinking about how to turn your fansinto super fans. Brittny Thas Been...

Super Fun. Thank you for joining me inQe, then I appreciate it clear communication, human connection, higherconversion. These are just some of the benefits of adding video to themessages your sending every day. It's easy to do with just a little guidance,so pick up the official book rehumanize Your Business, how personal videos,accelerate sales and improve customer experience learn more in order today atBombamcom Book. That's Bo, MB bombcom book thanks for listening to thecustomer experience. podcast remember the single most important thing you cando today is to create and deliver a better experience for your customers,continue learning the latest strategies and tactics by subscribing right now inyour favorite podcast player, or visit Bombomcom podcast.

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