Unlocking customer loyalty

In this edition of Building Great Experiences, we dive into the intersection of marketing and customer experience with insights from my recent podcast episode with Matt Coffey, Head of USA Marketing at Threshold Brands (podcast episode below).

We explore the challenges and strategies in managing consistency across franchises, the importance of omni-channel customer experiences, and how personalized marketing can elevate customer loyalty.

1. Keep your brand feeling the same, no matter where customers find you

In the world of franchising, maintaining a consistent brand experience across different locations is one of the biggest challenges. Matt highlighted how customers expect the same quality and service, whether they're visiting a location in Dallas or Charlotte. This means that every franchisee must be aligned in delivering not only a consistent product but also a consistent experience.

A great example of this is Chick-fil-A, which has mastered the art of franchise consistency. Every location provides the same level of customer service, from the friendly “my pleasure” to the uniform standards of cleanliness and food quality. Whether you're grabbing a sandwich in Atlanta or New York, customers know they can expect the same experience. This uniformity is critical for building trust and loyalty across a distributed franchise network.

Actionable Steps

• Create standard customer interaction guidelines: Develop a guide for franchisees that outlines how to engage with customers to ensure a consistent tone and service level across locations.

• Train franchise employees regularly: Host quarterly training sessions that emphasize customer service and consistent branding, ensuring all employees stay aligned.

• Conduct regular audits: Implement a process to audit each franchise location to ensure consistency in everything from product quality to customer interactions and marketing messaging.

2. Creating seamless experiences that wow customers everywhere

One of the major topics Matt and I discussed was the importance of omni-channel experiences across websites, social media, brick-and-mortar locations, and apps. Ensuring these experiences are connected and consistent is crucial to avoid customer confusion.

Disney excels at this with their My Disney Experience app. Whether a customer is booking tickets online, using the app to check wait times in the park, or interacting with cast members, the experience is seamless and connected. This approach makes the customer journey easier and ensures brand messaging is cohesive, no matter how or where the customer interacts with the brand.

Actionable Steps:

• Ensure messaging is cohesive: Synchronize messaging across all platforms—from your website to your physical locations—so that customers receive a unified experience.

• Leverage technology: Use integrated tools like CRM systems or marketing platforms that allow seamless tracking of customer interactions across channels.

• Test the customer journey: Walk through the customer experience from discovery to purchase both online and offline. Ensure that transitions between touch points are smooth and intuitive.

3. Personalized marketing that actually works: Tailor your message, build loyalty

Matt emphasized the importance of personalized marketing in today’s noisy digital landscape. Customers expect more tailored experiences, and brands that can meet these expectations will outshine competitors. For example, Matt mentioned how personalization plays a huge role in the fitness industry. Brands like Peloton use individualized workout plans and personal shout-outs during live sessions to make each customer feel like they're part of a unique community, boosting engagement and loyalty.

At USA Insulation (a Threshold brand that Matt works with), they personalize messaging to address specific customer concerns such as energy savings or home comfort. Tailored marketing that speaks directly to what matters most to the customer builds stronger relationships and loyalty.

Actionable Steps:

• Develop customer personas: Build detailed customer personas based on quantitative and qualitative insights to tailor your marketing. Focus on what customers are actually trying to accomplish - not just demographic data.

• Use data to segment your audience & personalize: Use tools like email marketing platforms to segment your audience and send personalized messages that resonate with their specific needs and pain points. Leverage customer data from past interactions to provide more accurate recommendations and personalize future experiences.

4. Customer retention secrets: How to keep them coming back for more

Matt highlighted how focusing on customer retention is just as important as acquiring new customers. USA Insulation ensures customer loyalty by providing personalized post-service follow-ups, asking for feedback, and offering incentives for referrals. This low-cost, high-impact strategy drives repeat business and fosters trust.

Another example is Nordstrom, which emphasizes customer retention by offering unparalleled customer service. From personalized thank-you notes to flexible return policies, Nordstrom’s approach ensures customers feel valued, leading to long-term loyalty.

Actionable Steps:

• Implement post-service follow-ups: Reach out to customers after service to thank them, ask for feedback, and encourage referrals.

• Track customer retention metrics: Measure your customer retention rate and regularly analyze it to identify gaps in service or opportunities for improvement.

• Create a loyalty program: Reward your repeat customers with discounts, referral incentives, or exclusive offers to keep them coming back.

Wrapping up: The intersection of marketing & CX

At the intersection of marketing and customer experience lies the key to building brand loyalty and driving long-term success. As Matt shared, consistency across franchises, seamless omni-channel interactions, and personalized customer experiences are all crucial to delivering standout service. The brands that master these strategies—like Chick-fil-A and Disney—are the ones that will continue to win loyal customers and grow through word-of-mouth marketing.

I hope these insights help you bridge the gap between marketing and customer experience in your own business 😊

Onward & upward,

Drew

P.S. If we haven’t met yet, hello! I’m Drew Burdick, a leader in Customer Experience (CX). For over 15 years, I’ve worked with organizations of all sizes to enhance their CX and design solutions that drive business results. Have a question? Send me an email or reach out on LinkedIn.