How to Create ‘Super-Fan’ Customers

In this video, Brittany Hodak, Keynote Speaker & Author of Creating Superfans, explains how contact centres can turn their customers into ‘super-fans’

Creating ‘Super-Fan’ Customers

My top tip for turning a customer into a Super-Fan is to be super. What does that mean? Well, super is a five-part framework built around the acronym of super.

It’s START with your story, UNDERSTAND your customer story, PERSONALIZE, EXCEED EXPECTATIONS, and REPEAT.

Now let’s break that down just a little bit more.

I like to say that super-fans are created at the intersection of your story and theirs, so the first thing that you’ve got to do is get really clear on your own story. In short:

Why do you deserve super-fans?
What is it that you’re doing that’s better than what your competitors are doing?
How are you showing to people that you earn their respect, their admiration, and their repeat business?

Get really clear on your superpower, or superpowers, and lean into that.

The next step is to understand your customer story:

What is it that they want?
What are they struggling with?
What’s the transformation they’re hoping to undergo?
What reservations might they have about working with you?
And how can you use not just authority, but also empathy, to help them understand if you’re the right person to solve their problem?

Really, truly understand their story, because it’s only when you understand yours and theirs that you can bring the two together. Because again super-fans are created where those two combine.

The third pillar is ‘P’ personalize. This is making sure that the journey feels just right to every customer. Don’t be afraid to use both high-tech and high-touch methods to create personalized experiences, and journeys, for every single customer, because no one wants to be treated just like all of your other customers.

‘E’ stands for exceed expectations. Don’t settle for good enough. Make every interaction memorable.

And then finally, ‘R’ repeat. You’ve got to show up again, and again. Customer experience is not a set it and forget it.

If you want to create super-fans, you’ve got to be great every single time.

With thanks to Brittany Hodak for contributing to this video.

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