Creating loyal, passionate customers who go above and beyond to support your brand is the dream of every business.
These “super-fans” not only make repeat purchases but also become vocal advocates, spreading positive word-of-mouth.
To find out how contact centres can create “super-fans” we spoke to Brittany Hodak, Keynote Speaker & Author of Creating Superfans, for her advice.
Video: How to Create ‘Super-Fan’ Customers
Watch the video below to hear Brittany explain how contact centres can turn their customers into ‘super-fans’:
With thanks to Brittany Hodak, Keynote Speaker & Author of Creating Superfans, for contributing to this video.
5 Steps to 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.”
By following the SUPER framework – Start, Understand, Personalise, Exceed Expectations, and Repeat – you can create loyal customers who will champion your brand and drive your success.
So lets take a look at each of these steps:
1. Start With Your Story
Understanding your own story is the first step to creating super-fans. Reflect on:
- 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?
Leverage your unique “superpower” to show why you deserve your customers’ loyalty.
“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.”
2. Understand Your Customer’s Story
To connect with customers, you must truly understand their needs, challenges, and their story.
To do this consider:
- 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.”
3. Personalise the Experience
No one wants to feel like just another transaction. Create tailored journeys using both high-tech and high-touch approaches to ensure each customer feels valued and unique. Personalisation builds stronger, more meaningful connections.
“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.”
4. Exceed Expectations
Don’t settle for good enough. Go above and beyond to make every interaction memorable. Customers remember brands that consistently surprise and delight them.
5. Repeat
Consistency is key to building super-fans. Exceptional customer experience isn’t a one-time effort – it requires showing up and delivering great service every single time.
“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.”
If you are looking for more great insights from the experts, check out these videos next:
- 4 Examples of Customer Service Empathy Statements
- Tips to Reduce Call Queue Time
- Methods to Calculate Forecast Accuracy
- Self-Service and Why Contact Centres Should Offer It
Author: Brittany Hodak
Reviewed by: Robyn Coppell
Published On: 9th Jan 2024 - Last modified: 29th Apr 2025
Read more about - Video, Brittany Hodak, Customer Loyalty, Customer Service, CX, Top Story
