The Customer Experience Podcast
The Customer Experience Podcast

Episode 120 · 11 months ago

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



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)

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So I define a super fan asa customer who's experience with your product or brand is so great that they can'thelp but advocate on your behalf. The single most important thing you can dotoday is to create and deliver a better experience for your customers. Learn howsales, marketing and customer success experts create internal alignment, achieved desired outcomes andexceed customer expectations in a personal and human way. This is the customer experiencepodcast. Here's your host, Ethan, butte super fans. You may havesome, you may have had some and lost them. You may have fanswho would be super fans if only you engage them the right way. Regardless, you always want more super fans, but you have to work for them. Today's guest is a keynote speaker who teaches sales and marketing leaders to delightcustomers, multiply referrals, increase revenue and create, you guessed it, superfans. She Co founded, scaled and successfully exited the Super Fan Company,where she served clients like Walmart, Disney, Amazon, Luke Brian and Katie Perry. She was named Advertising Ages Top forty under forty list inks thirty underthirty list and billboards, thirty under thirty list. As a speaker. She'sbeen invited by American Express. We Work Compassion International, Sony Music, theUnited Nations and many other businesses and organizations and, unlike the majority of ourguests here on the PODCAST, I've actually had the privilege of spending time withher in person and seeing her present on stage at my last pre pandemic shutdownevent in March two thousand and twenty. Brittany Hohodak, welcome to the customerexperience mardcasting. Yes, March. That was what eighteen, nineteen years agoapproximately. It's really great to be able to hang out with you like theway that event, when we were able to talk for like a couple ofhours, which was a pleasure. It was a lot of fun, andthen we both flew home and immediately went into lockdowns. So that was,I think, like the second week of March. Yeah, absolutely. Andso, before we get going, this is a story I have not askedyou about. You received offers from four of the five sharks on Shark tank. I don't know if I'm a super fan of shark tank, but I'mdefinitely a fan fan. Tell me a little bit about your shark take experience, like why'd you go and how did it go? Yeah, so,you know, it feels like forever ago. I think it was late two thousandand fourteen when we take the show in an airt in early two thousandand fifteen, and honestly we went because I was a fan of the show. I never thought I would be on the show. Never would have appliedto be on the show. I just got a call one day from acasting producer who said, Hey, I read about you and I think likeForbes or something, he had seen a story about the company and thought wesounded fun and invited myself and my cofounder of my last company to be onthe show. And it was it was cool, it was it was reallyexciting. Something that we thought about in great detail was how we wanted to, you know, appear on the show, how we were crafting our story,what we wanted it to be like for the audience that was going tosee it. Something that we didn't think about it at a time was thefact that it was going to rerun in perpetuity forever and ever and ever andever and ever and ever and ever all across the world. So the mostinteresting part of the shark tank experience has been even though it's like six yearsremoved from when we taped it, it's like this little time capsule of exactlywhere that company was at that point in time. And when it reairs it'scurrent to everybody seeing it for the first time, and just in the states. On CNBC at airs about like once every three weeks or so, andless CNBC is doing some sort of marathon, and then 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 few hundredpeople a week on my website to like one thousand eighteen hundred people one dayon Burney hoodcom and I'm like, Oh, I guess it aired and I getall these in bound messages and the same thing, to a lesser extent, all over the world. So it's been a really neat experience for meto connect with business people in dozens and...

...dozens of different countries who are,you know, all about creating superfans. It's really cool. So it wasobviously the Super Fan Company. What was it that they were particularly excited about? So I was running a marketing and packing packaging agency at the time.So when I launched that company at the end of two thousand and ten,my first client was Walmart, and my pitch to Walmart was, I thinkwe can do a better job of engaging fans when it comes to entertainment releases. So can I work with you to create really exciting collectibles that sort ofmerchify music releases or video game releases or movie releases? And I was sofortunate that Walmart immediately saw the vision, immediately bought it and said, Yep, we'll give you a vendor number, will help make introductions for you.You just go create great stuff. So I was creating these fan engagement packagesfor, you know, sometimes hundreds of thousands of fans for some of thebiggest entertainers and entertainment properties on the planet. So that the shark, you know, offer was this idea of buy and be a part of this packagingcompany which, by the time we were on the show I've been in businessfor like four years. So I had expanded beyond Walmart. We are stilldoing several million dollars a year of business allmart, but every time we workedwith an artist or a team or a studio. They said, you know, it's going to be a couple years before I've got another thing that Iwant to do a retail can you help me with my fan club? Canyou help me with my tour? Can you help me with this new seasonthat we're about to launch? Can you help this open a stadium? Soby that time the business had diversified beyond retail to be serving customers at,you know, all of these different points of interaction. Love it. Ilove the way that your clients were bringing you in deeper and expanding beyond retail. I can see how would have been attractive we go really deep on that, but we won't. will go to customer experience. When I see customerexperience to you, Brittany, what does that mean? To you me?Customer experience means how can, and we delight every single customer to this extentthat they never want to work with anybody else? How can we become theirgo to partner that they can't wait to tell all of their friends about thisamazing experience they just had? We the same way. Every artist should hopethat somebody hears them for the first time and says, I can't wait totell everyone about this amazing new artist I discovered. That's how I think everybrand should approach customer experience. Make it so great that people can't wait totell other people because they want everyone else to know that they were in onan early I love that goal, this idea of being remarkable, I meanlike in the in the most literal sense, like worth talking about right, whichimplies, of course, memorable, but not just memorable. I'm goingto act on that thought. I'm actually going to tell other people proactively aboutit really good, at the risk of asking the obvious, but also knowingthat there's some interesting nuance here. What is a Super Fan to you?So I define a super fan as a customer who's experience with your product orbrand is so great that they can't help but advocate on your behalf. Theywant to go out and tell other people. They are the customers who create morecustomers for you. I love it, the customer who creates more customers.I've heard that a couple of times in various forms on the show,this idea that customers are the new marketers, and I really like the way thatyou've just gone all in on it and seen it in so many differentways over the years. I think you've already kind of tied together customer experiencesand super fantasy or any nuance across maybe product types or industries in terms ofsuper fandom. Do you see it like? Do you see that dynamic behave differentlyin different environments or is working? Almost any company in almost any industrycreate super fans in a similar way. So almost any company and almost anyindustry can and should create superfans, and what that Super Fan profile looks likeis going to vary a little bit from industry to industry and Company to company, and that's because the metrics that one company uses to define what matters tothem is going to be different from one...

...another company is doing so. Actuallyhave a five part formula, of which is when I talk and teach abouta lot, because it's pretty applicable front to different industries, and we cango into that if you like. But really the key is customization. Likeif there was a secret to CX that worked across the board, everybody woulddo it right. Like if it was that easy, every fast food restaurantwould be chick FIL A and every hotel chain would be there. It's like. It's not that easy. It sounds simple, but you've got to infusethe DNA of your company into everything that you do. You've got to connectyour unique story with the stories of the people who count on you for yourproduct or service. And when you can do that, that intersection where yourstory and your customer story overlap, that's for super fandom is created. It'sreally good. I like that you called out the idea that has to bethis is when you when I hear DNA, here's what I hear. I hearit has to be true and it has to be true inside. Thatway it can be expressed to the outside, felt outside and kind of fed backin. So like this DNA piece is so true, and both ofyour examples are great. To have a couple other like we are two orthree other companies you like to mention in the context of Super Fandom so listenerscan like get all dialed in on it. So you know, the idea ofcreating super fans is if you become so important to your customer for anyreason that they can imagine ever working with anybody else. That's a super fan. And it doesn't have to be a big, sexy industry. It doesn'thave to be a well known company. I like to tell the story ofmy exterminator, Scott. I am one hundred percent a super fan of myexterminator Scott and his company because I hate, hate, hate, Brown and clothesspiders 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 yearsbefore I moved to Tennessee. And I was terrified about moving to Tennessee becausewhen I grew up in Oklahoma, we had brown close fighters in my houseand I was so freaked out by them because they're horrible, like, ifyou don't know what a brown and clothes spider is, do not Google it. It's like the stuff of nightmares. And I was so afraid to moveback to a state that had brown and clue fighters. And so my mymy exterminator Scott is like an integral part of me feeling comfortable and safe inmy home and I like I text him all the time. It's my husbandmakes fun of me, like any bug thing at all of be like,let me just have Scott, one of my son like a couple of yearsago Oh, my son was a year old and we found a tick onhim and I freaked out and I was taking a picture and texting it andmy husband was like, Oh, good, are you texting the punters and andI was like no, I'm tending, I'm texted. But Boys, ScottT exiting Scott to ask you know how freaked I should be. Butthat's and and all of my friends who've moved to the area. I've ofcourse recommended bell mean exterminating. I'm like, you got to work with this company. So it does like sometimes I think people think, oh, becauseI'm in a BEDB company or because I'm doing something that's not particularly exciting,nobody would ever be a super fan of my company. But it's not aboutthe product or service you deliver. It's about the security, the feeling,the experience of that product or service and how you're going above and beyond tomake sure that your customer feels appreciated, they know that you know you're notjust another number, you're not just another Po like that customer is an integralpart of everything that your company strives to do for the world. So that'sthat's what Cex to me, is all about. And that's what creating superfansshould be about. I love it. And so, just as a segueinto kind of where I want to go next, obviously Scott knows that you'rea super fan. You communicate with them consistently. I'm going to go outon a limb and say he has heard your name from people. You've referredto him, so he knows that you that he is valuable to you andthat you have a great relationship and that for no reason would you ever goanywhere else to make sure that you and your family are safe and that youcan sleep peacefully knowing that these nightmares don't come into real life. I knowexactly what you're talking about, by the way, and I would never googleit. I just get freaked out thinking about googling it. But you know, for people who maybe haven't identified their...

...super fans, like what, wherewould you encourage people to start? Like what I would like to explore tokind of high level is how do I find them, if they exist orif they're kind of on the cusp? 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 you've sharedand go okay, cool, Yep, definitely get it. I like thisidea, but how do I go at it a little bit? Yeah,so I'm going to give a really easy piece of advice to remember. It'san acronym. The acronym is Super, super, conceptive, set system andif you want to create super fans, it's not good enough to be great, you've got to be super. So that's easy to remember. Right.The very first step is start. This is the s part s stands.First, start with your story, and so many people are like yeah,I want super fans. And then when I say to them, okay,what is it that you're the best in the world at, they're like,I don't know. I'm like, well, if you can't tell me why you'rethe best, how in the world is a customer ever going to beable to tell me? You've got to know what it is that sets youapart, you as a salesperson or marketer, you as a brand. What isit that makes you so special that you deserve to have super fans?What are you doing for your customers so that Stef One? And when Isay start with your story, I don't mean like, you know, wordvomit your story immediately to everybody. You mean I mean you've got to know, you've got to understand at your core, what is that DNA, what isit that you do? Because a well crafted story is your superpower,right. I mean, people talk about storytelling and marketing all the time now, but that's because it's so important, because your story is your brand andwithout that you're just another commodity, and commodities typically don't have super fans.Right. It's the people who do a good job setting themselves apart to becomethat category of one. So the first step is start with your story,figure out what it is that makes you the very best in the world atwhat you do, figure out how you're going to communicate that superpower to otherpeople, step or in. Super doesn't necessarily mean, or probably doesn't meanat all, products, features, benefits, faster, more, better, right, it's this, it's it's a story that's easy to repeat, potentiallyyour elements of it that has some kind of an emotional component, and that'swhat makes it powerful. Doesn't makes it powerful. And when you say moreand better, more and better or not bad, but what are you doing? To make your customers lives better. What more are you doing for yourcustomers than your competitors? It's not more and better about your product or yourself. It's more and better about your customers and the experience. Are providing good, good, okay, you are with the story. Yeah, and thenstep number two is understand your customers story. And obviously you know it's it's sortof like how zoomed in or out do you want to go when youtalk about your customer? Like when you zoom out, obviously you've got toknow. You know who is the persona that you're targeting? What type ofcustomer do you want? But when you zoom all the way into each uniquecustomer, it's so important to understand their story. It's so important to listenactively to say what can I be doing better? What do you like aboutmy product or service? How am I making your life better already? Butwhat can I do to get even better and to constantly be iterating and improvingand figuring out how you're doing a better job? And when you do that, that takes you to step number three, which stands for personalize and connect.I said earlier, Super Fandom is created in the intersection of your storyand every customer story. You've got to show your customers how you matter intheir lives. You've got to show them how you're making their lives better,and when you do that, they're not going to be looking for other solutions. And one thing can I like? Can I talk about something that isa pet peeve of mind for just a second? Yes, please. Ifeel like when people think about connecting, they're like, oh, I needto put what I do in the context of what my customers understand, andsomewhere along the line, I don't know who did this the first time,and maybe it was okay fifteen years ago.

I hate more than anything when peopleprice their product in coffee, like if you have your customer for theprice of those two law tage you get every day or for the cost ofyour coffee, you could have stopped doing that, like, do not atfirst of all, the way your customers spend their money is absolutely none ofyour business. Second of all, you should never be positioning yourself to basedsolely on how little you cost, because now what you've done in your customersmind is said, you know, you're worth two dollars a day or you'reworth three dollars a day or whatever it is. But like that's just sucha terrible idea and you've seen it all the time. You see it insales copy, you see in a marketing copy, you see it and funnilysequences people are like, Oh, you know, you just give up thatcoffee day. Like, don't tell me what to give up. Send ofYour Business Anyway. Total aside and a little bit on my soapbox, becauseI see like every day somebody is trying to sell me something that's, youknow, for the cost of two coffees a day or for the price ofthat avocado toast or for less than your netflix subscription, and it's like,get out of my wallet, this is none of your business. Totally.I appreciate that. That's good. Yeah. So, so connecting your story withyour customer story, finding out what it is that you can do tomake their lives so much better that they would never look for a competitor,they never want to work with anybody else, which leads to step for, whichis 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 acronym is are. That stands for a repeat. So that'sall about the automation and what you're doing predictably every single time. It's reallyinteresting. I don't know that enough is I'm just thinking about my own interactionsas a customer. I don't know how many places is actively or companies oreven product types or segments actively manage expectations on the way in, but Ithink it's such a big deal. You know, our disappointment or our excitementis so specifically a function of expectation. And when we leave it to thecustomer, of course we may ex start to expect the best that we getbe applied in almost every aspect of our lives, even if not every productor service engage with can deliver. For me, like Amazon, like Oh, they told me it is coming in two days, but it showed uplike eighteen hours after I ordered it. This is fantastic. You know,not everyone 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 best.Yeah, and you know, I think if two thousand and twenty has shownus anything, it's that there are curveballs, like they are going to be thingsbeyond the scope of our control, but it's so important to communicate withyour customers where you stand. One company that shockingly has not done a greatjob, at least for me personally, managing expectations this year is the Disneystore, which is really uncommon because Disney is, you know, usually atthe front of the class for everything on CX. But Shop Disneycom has hadjust crushing delays because of Covid and I think three different times I've ordered fromthem this year out of necessity because I have a three year old and sometimesthere's so few can only get from the Disney Start and each time the littlenotice at the top has been it's you, your order will be delayed. It'sgoing to take about two weeks or maybe longer, and that's the languageand it's like that's when you've got a three year old who's waiting on thespider man toy they're buying with their birthday money. Two weeks or maybe longeris not like a great window. And I think the longest, the longestorder that fulfilment time from Disney this year was twenty six days. It tooktwenty six days from when I placed my order to win the ordership, andit no time during that twenty six window was there like a Domino's pizza trackerexperience where somebody reached out and said, hey, you're still a line,we haven't forgot about it, you know, we're just not to your order yet. It's just I didn't hear anything for almost four weeks and then itwas hey, this is shipping, and...

...then when it when it showed up, only like half the stuff that we had ordered was there. I'm guessingbecause of the you know they had. They run out of the you know, because fulfilment was so behind. So it's so important to manage your customersexpectations. They don't expect you to be perfect, but they do expect youto communicate and let them know what is and isn't beyond the scope of yourcontrol and what you are or aren't doing about those factors. Really good expectationsstory and a great reference along the way, by the way, that that Domino'spizza tracker. So I do not personally enjoy dominos pizza, but myson does, loves it, and I'll never forget. This is years agonow, but the first time we placed an online order to go pick upyou know, a few blocks away, the clarity of exact actually what's goingon, and I don't know if the names they put on the screen orthe actual names of the people working at that particular location, I would assumethey are. Why? Why Reference Steve Off? Steve isn't working at thisplace, or Jeff or Tina or whatever. But it was just so clear interms of expectation management and as soon as, you know, got tostage three, we know it was time to jump in the car and headover there because it would be straight out of the oven when we arrived.And it's just such a good example of managing expectations and that transparency of kindof what's going on. So this two weeks or maybe longer, is likeI have no idea why and so and you see that. I mean Idon't know if it's a pet peeve of mind, but I see this likecovid could cause delays or is causing delays, like even today, months and monthsand months later, like if it was, you know, in thatinitial ninety or even hundred and eighty day window where everyone's trying to figure outhow are we going to, you know, adjust our operations to fit this situation? I feel a little bit better about it, but I think absentany level of detail or transparency about how covid is affecting this flow. LikeI just Leet Beg so many questions right. Yeah, it's I mean, ifwe look at it on a bigger level, I think you know,everyone is experiencing that, even from our government. Right, like I it'sfeel as feels like that's the story of two thousand and twenty. is likethe year without a plan or the year with constantly changing plans because nobody knewwhat was going to happen tomorrow. But for your customer, is like that'slike you said, that's not enough, especially at the point where we're atnow. I can just be like it's probably going to be delays, youmay or may not get this, we may or may not be open tomorrow, like it's just it's infuriating and a time where you should be working harderthan ever to make your customers experience better in their lives easier, because everyonehas so much going on right now that even one little thing being easier thananticipated could turn somebody's day around. Right now. You can make customers forlife by making things just a little bit easier than somebody anticipates in a waythat we've never experienced in any point in history. Right now. Such agood reference point there. I think we so often think about the experiences thatwere creating and delivering in our own context or relative to competitors. But thisidea of 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 alittle bit more certainty or a little bit more surprise or exceed expectations a littlebit, it's going to count for more than it would in an, I'mair quoting, like normal environment. So I want to do something funny.You've already gone through supe are super. I want to do one more ofthese because you did a great year in this is still in the middle ofit as we're recording this, still in the middle of this great video series, the ABC's of creating super fans, and I would love for you totake five of them and I would love for you to do for everyone listening. Brittany's last name is Hodakhoda K H is, for happiness. Tell usabout h yes, ages for happiness, and I am a huge believer thatno matter what you do, no matter what your industry is, it paysoff to be in the happy happiness business. Try to make your customers happy everysingle time. Every interaction that you...

...have throughout your day is either goingto be a net negative and net positive or a net neutral for the personyou're engaging with. It's going to make them feel better, worse, orit's going to be like a nothing burger that they forget a few seconds later, emotionally speaking. So do the extent that you can make as many ofthose interactions, whether it's over email, text, DM phone, in reallife, if we ever get to do that again, whatever it is,you can make that person happier than they were when when that exchange started.You're going to create superfans really good in that big that big nothing burger isprobably the most dangerous, because people who are unhappy will often bring it toyour attention or should be a parent at some level, and you can turnthat around the game, do a straight one hundred and eighty on that.But it's that big silent board, unengaged, not happy, not unhappy group.That is the group that is probably most likely to be disloyal, toshop around and not become super fanatical. Oh H, I would say ison that real quick pace. The biggest threat to business, which gets likeno airtime, no publicity. I feel like people should be talking about thisso much. The biggest threat to every business is apathy. It snapping peoplewho you know are angry. It's not the people who have lower awareness,it's the people who are like men and then they move on and try somethingelse because you didn't deliver something that was a memorable enough. Yeah, ifthey express their anger, at least they care and it gives you something toreact to and improve and again pull the one hundred and eighty. Okay,the O of creating super fans. I don't know this one is yet.Right stands for obsession. You should be obsessed with creating amazing customer experiences,because if you are not, your competitors will be awesome. D D standsfor data, more important than ever before. There is no excuse, like ifyou aren't tracking enough metrics about customer happiness, it's because you're not tryingharden. It is so, so easy to get both qualitative and quantitative datafrom your customers and from we were target audiences, that there's no excuse fornot tracking and acting on data on and exceedingly regular basis, like no amount. Even if your company of one, you should be tracking things and constantlyiterating based on your data. Yeah, and in your as you ran throughsuper I think it was p four personalize you. You made me think about, you know, connecting with the individual but then also connecting with groups.And there are tools that you can use and most of the most companies havesome version of these things in place already. But to the individual person, Idon't think enough people just pick up the phone and reach out to peopleor, you know, send a truly personal message and reach out to engageover the phone or over zoom call or whatever, for over a bomb onvideo. Come on for about the best way to personalize and connector right itreally is. It's a really good way for people to know that you're actuallyjust reaching out to those people and I found that, by the way,that's for me personally. That's been a huge benefit over the years as I'vebuilt personal relationships with hundreds of our customers. Is the benefit of asynchronous right whereI can, you know, reach out to five people between seven thirtyand forty five in the morning and then you know, a couple of themwill get back to me same day, a couple of the next day,a couple of the next week. But you know, you get all thisrich feedback but in the convenience of an asynchronous communication. But getting on alive call, whether it's a phone call or video call, is also likeit's so simple that I think so many people overlook it and instead we're lookingto data wrangle stuff when there's already some easy quantitative and in this case qualitativefeedback that we can get in react to. So H is happiness? Always Obsession? Da's data a it's appreciation. Tell us about appreciation. Appreciation,it's you know, feeling appreciated is such an important part of having a greatcustomer experience. Having your employees feel appreciated by you is probably even more importantbecause, you know, I've consulted with... many companies and what I've seentime and time and time again is it is not possible for employees to providea better level of cust more service than they feel from leadership. It justdoes not happen or if it does, it's very short term and totally unsustainablebecause people will burn out, they will leave. So treating your team well, making sure that they know that they are appreciated and then, you know, passing that same spirit along to your customers. Get an appreciation doesn't justhave to be thank you. There's so many ways to express our appreciation.Attention, noticing, perhaps noticing and giving alert to someone that you noticed somethingthat they did. Of course that might be wrapped in a 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 customer experience. The twoare absolutely inseparable. And cash. I forget who said it was on arecent episode that I record. It was like I've never met a really excitedcustomer who didn't also have really excited employees that help make them customers like it'sjust it's that that transfer of emotion is really difficult to do any other way. So starting internally is where it's at. K What is K okay, sincewe're keep in touch all it almost said for kindness now as a hardone, because I feel like, especially in two thousand and twenty, theworld can use a little bit more kindness. But I ultimately went with keep intouch because I feel like one mistake that so many marketers make is theythink they should reach out to their customers every time they want to talk totheir customers instead of reaching out when they have value to add to their customers, when there's something important that they have to say to the customers who wantor need to hear it at the right time to add value to the customers. So I always say you should keep in touch with your customers exactly asoften as you can provide real value to them and not a single time more. Yeah, and then it is also at some level of sign of appreciation. One of the quotes I like to include, sometimes, depending on whatI'm talking about and who I'm talking to or with, is William James Father, popularly known as the father of American psychology. Is the deepest principle ofhuman nature as a craving to be appreciated. In this is again just I wantto be seen, I want to be heard, I want to beunderstood, and keeping in touch is another way to show some level of appreciation, like I care enough about you that I want to stay in front ofyou and I have something for you, etcetera, etc. Yeah, andit you're so right, and and when done correctly, it is a showingof appreciation versus. We've all gone that friend who, like only ever showsup when they need something. Right, they're like, Hey, I wasjust thinking about you, Caro, twenty bucks or whatever like. Don't bethe business version of that. Don't be the company that only reaches out whenyou want or need something. Be there to like add value to their livesin a real way and show them that you appreciate them by validating the factthat you know you want to make their lives better. So good in proactiveand and frankly, it just I mean going back to the head Xcx exconnection, I think when, when a company operates that way, you canbe more proud of your work. You know, instead of just reaching outto ask, ask, ask, like take, take, take that youlead with the give, generally speaking, and and the rest just kind offalls out from there. A hundred percent. And and it's obvious the companies whohave that dedication to the EXCX. You see it. You see itin you know, the Roi. You see it and the amount of retentionand referrals, and you know, those are the things that are so importantand those principles can work for every single company, every single person watching orlistening to this right now, no matter what industry you're and if you ifyou 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 longtime. It's fantastic. When did this...

...occur to you, super fandom ingeneral, like, where were you in your life? When did it clickfor you? Did the term Super Fan just pop up to you, ordid you like catch it in passing your like that's it, like how didall of like how did we, how did you and I get here todaytalking about Super Fans? Brittain here? Okay, so this is really funny. I mean I always was obsessed with music. I always wanted to workin the music industry, but my my official entry into the world of SuperFandom was when I was sixteen years old. I went two good jobs shadow ata radio station in my hometown for like a school assignment. I waslike a sophomore, I think, in high school. Hey, and Isaid, I really want to work here. Is there anything I can do andthe promotions manager said, well, you look like you're about the rightsize to be a mascot. Do you want to see if you've fit inour mascot suit? And I was like yes, I would love to beyour mascot. So I get mascot steing the be okay, Kay, LOO'sa lot like mighty mouse. My husband is like, I'm surprised you guysdidn't get like a copyright infringement's use suit, because definitely look like binding mouse.But sting the bee was the mascot for the for be ninety eight,the state our radio station in Fortsmouth, Arkansas, and so my maiden namewas Britney Jones and I just happen to have a good fortune that this washappening along the same time that the movie bridget Jones diary was being made intoa movie. And the station manager said we've got a Brittany Jones. Whatcan we do? And you know, spoof that Bridget Jones thing and callit Britney Jones diary. And in my infinite wisdom, is a sixteen yearold, I said, well, what if I go hang out with allof the artist and just write about it? You're always talking about driving traffic tothe radio station website. What if I just, you know, hangout with all the rocksters when they come to town? I don't will belike, you know what happened when Brittany went bowling with blank on wound andeighty two or whatever, and the manager was like, yeah, that's great, yes, we'll set that up, we'll talk to all the label orups and make it happen. Just make a list of the shows you wantto go to, and I was like, are you kidding, like for Real, like, did that just become my job as a sixteen year 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, which completely ruined any chance of me ever having like a real jobright like at that point, once it sort of opens your eyes as theteenager that there are there are these ways to make money. So anyway,so I started working really closely with, you know, all these these differentpeople in the entertainment industry, because by doing that I was working with publicists, managers and labels and I became really obsessed with why some of these amazingbands that I was seeing play at festivals early on in their careers turned intohuge superstars and others didn't. I was like, what is it? Whatis the thing that makes some bands take off and become the biggest acts inthe world and others sort of fade away? And I started studying it. Istarted trying to, you know, find correlations and look for it.Was At the song? Was it the tour? Was it the the theAD support? And when I found and, as I you know, continued on. I graduated from college, went to go work at a label,the thing that I could always draw your rectline to was the connection to thefans the artist, like all other things equal, the artists that are goingto be the most successful, the ones that are going to have incredible careers, are the ones that prioritize their fans, making those connections becoming part of theirstories, part of their lives, and every single huge started day.You can draw a direct line back to their fan engagement, and so Ibecame really obsessed with that. I went to Grad School, I studied marketing, I was studying retail at the time and trying to figure out again,like what, what is? What is the correlation here how to brands becomethe go to for their customers and and it's the exact same thing. Customerengagement is the same in any you know, corporate environment as it is in theentertainment world. It's taking the time to create those connections. So that'swhen I became obsessed with superfandom, I guess, when I was sixteen yearsold, and then through the years it expanded to to me looking at whatsome people would say aren't as fun or exciting industries, but to me it'seven more exciting because that's when their real challenges are. Like it's easy tohave somebody become a super fan in an...

...arena environment where it's an amazing rockshow. It's tougher when you're, you know, selling tax services online likethose like if you can do that, that's when you know you're a rockstar. Absolutely. And the other thing too, is that you know wemay never be. I mean you talked about some of the industries not beingparticularly sexy, you know, like a a rock star or a touring bandsituation would be. But at some level you can maybe even have more impacton their lives, like in a more immediate way. I mean there's there'ssomething like emotional and uplifting and like when music is so tied to so manymemories and all these other things. So we may never reach that level,but we can affect people's lives every single day in meaningful ways and in waysthat they can remember and talk about. If you are listening to this episodeand you're here at this stage of the conversation, you're obviously enjoying it,you're obviously into it. Here are two other episodes that I know you willenjoy. One is episode sixty three with David Muirman Scott, who's the offerauthor of US several best seller is, including fan accuracy, which we calledthat conversation Episode Sixty Three with David Merriman Scott. We call that creating fansthrough human connection and like you, Brittany, his story 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 Chef Hiken, who is acustomer service and customer experience expert. We call that creating an amazing experience bybeing slightly better than average and you and I were in a lot of thosethemes here in this conversation to with, especially or on expectation management and justbeing a little bit better all of the time. Like this, can thisblend of consistency, like I'm consistently a little bit better than expectations and I'mconsistently a little bit better than alternatives, is going to make me amazing andperhaps turn me into a super fan. So, Brittany, before I letyou go and thank you for super thank you for Kodak and thank you forall your time and your stories. Has Been Really Fun. I would loveto know if there's someone that you'd like to thank or mention for the positiveimpact that she or he has had on your life or your career. Andyou've already mentioned a couple brands and companies, but maybe give me one more thatyou really appreciate for the experience that they deliver for you as a customer. You know, one brand that I want to give us out out tois Walmart with their new service, Walmart plus, and I don't know,have you had and have you had the chance to try out Walmart plus yet? I have not. It's, you know, it's so funny. Ifeel like every headline you read about Walmart is like Walmart versus Amazon. Who'sgoing to win the war? Right, like that's such a tired trope oflike, you know, saying that these two are constantly competing, and it'slike, well, I know who's going to win. The customer like literallyall of the customers are the one. But yeah, on both sides ofthe equation. Every time one innovates to keep up with the other. ButWalmart lunch launched their Walmart plus service earlier this year, which let you getgroceries delivered. They lets you get stuff from Walmartcom for free shipping with nominimum like there's all these products, you know, all these little 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 justskin everything in your cart and then on the way out, somebody scans yourphone and spot checks like two items. Such a great experience. I knowa lot of retailers are trying to do the contactless experience because of covid andjust because of convenient but I didn't have tested out six or seven of them. For Sure Walmart is the most seamless. It's the best. They did sucha great job delivering that experience between your phone in 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 I can't imagine ever going back to even like self checkout. Now,if self checkouts the only option, I'm like, AH, how annoying.So Walmart plus definitely on the innovation side. And in terms of who I wantto think, I wouldn't think my husband, Jeff. He is amazing. He is worked in sales for a...

...couple of decades and and first ofall he's just like a way better person than me. He's like way nicerthan me. He creates super fans everywhere he goes, including me. Imet him, was like, how do I trick that guy into falling inlove with me and marrying me? But he is such an amazing such anamazing salesperson and advocate for making sure that everything you do improves the people,the lives of the people around you. So shout out to hubs really wellwatches this. I'm not going to tell him. Awesome, maybe I'll sendit to him. I'll just cut, I'll turn that out and send itstraight to him and it will make his day. I can't do be likehey, you should watch your wife in this podcast and don't say anything andwe'll just see if you watch this to the end. Okay, I'll followyour lead on that. That's good. How we've got to all the kids, right. How can someone follow up with you like, obviously Brittany Hodaccom. Where else would you send people what else you're working on? Ifpeople like this idea of super fandom and they enjoyed their time with you here, how would how can they continue it? Brittany hardcom is a great destination tothat's I should just stop the sentence there. That sounds funny. Yeah, it's a great destination if you're looking to find me, because everything isthere. You can sign up for my newsletter. I send it every otherweek. It's got all kinds of tips and tricks and the latest from companiesthat are doing a great job of of CX and sales and marketing. AndI'm just at Britney HODAC on on all the socials. So whatever your preferredone is, or if you want to send me a note. I'm Brittanyand Britney Hod accom. Awesome. I will include some of those things.As if you were a regular or listener, you know that we write all theseup with short format, dropping some video clips put the full audio inat bombombcom slash podcast. I also link some of this stuff up, andI will also add that Brittany Ho neckcom is a great destination because there aretons of cool resources. So if you liked the super framework, there's justlike more free stuff, like things that will be kind of fun, engaging, provocative and help you start thinking about how to turn your fans into superfans. Brittany, this has been Super Fun. Thank you for joining me. Thank you even I appreciate it. Clear Communication, Human Connection, higherconversion, these are just some of the benefits of adding video to the messagesyou're 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 acceleratesales and improve customer experience. Learn more in order today at Bombombcom Book.That's bomb bombcom book. Thanks for listening to the customer experience podcast. Rememberthe single most important thing you can do today is to create and deliver abetter experience for your customers. Continue Learning the latest strategies and tactics by subscribingright now in your favorite podcast player, or visit Bombombcom podcast.

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