Chick-fil-A’s Remarkable Customer Experience

Marketing Strategy and Customer Experience Marketing

How often do you have pricing conversations? My guess is too often. Instead of talking about the dollars and cents of the service or product that you are selling, I want to shift your focus to the experience and value that you are providing to your customer or client. The goal is to stop focusing on the cost of products and services, and begin meeting customer expectations and delivering personalized experiences with every interaction.

Customer experience is more than customer service or quickly answered questions and requests. It encapsulates the entire lifecycle of your customers. Customer experience marketing is the strategy of focusing marketing efforts on the customer and improving how the customer experiences your product or services.

*Related – What Value Are Your Customers Placing On Your Services?

Only when a marketing team successfully engages in customer experience marketing, can they develop a strategy focused on the interests and needs of the customers. Improving customer experiences through engagement crafts valuable customer relationships for the organization. These relationships make the customer come back for more, while also generating new business through word of mouth.


A Great Example Of Customer Experience Marketing

Chick-fil-a Dominates Customer Experience Marketing

In both customer experience and marketing, communicating with your customer means anticipating their wants, needs, and problems even before they arise. I recently watched a local Chick-fil-A commercial that really portrayed the idea that customer service can be your best marketing. Participating Chick-fil-A locations have a Family Night on Tuesdays from 5:30-6:30 where customers receive a complimentary kid’s meal with the purchase of one regular meal. Along with the free kid’s meal, there are other activities including arts and crafts. Helen, a Chick-fil-A employee, noticed that one family was running late to the event and would only be able to enjoy the activities for a few minutes. Helen took it upon herself to extend Family Night activities by one additional hour so that this family would be able to take part in the fun.

*Related – Marketing Will Soon Report To Customer Experience

Recognizing this type of opportunity may not be second nature to you or your employees right now. However, more than likely there are similar scenarios happening in your organization every day. Collecting and sharing these types of stories will help spread positivity throughout the company’s culture while simultaneously allowing employees to recognize opportunities to surprise and delight customers.


Action Plan

  1. Formulate a plan to collect these stories.
  2. Circulate the stories throughout the business.
  3. Reward and recognize the best customer experience stories on social media platforms, intranets, and break room bulletin boards.
  4. Enjoy your customer experience as your next marketing campaign!

*Related – Watch John’s TEDx Talk Meet As Strangers Leave As Friends


John DiJulius, speaking at the 2018 Customer Experience Executive Academy ClassGet Your Masters In Customer Experience

We are now accepting applications for the 2019 Customer eXperience Executive Academy (CXEA). Having worked with the top Customer Service organizations in the world, The DiJulius Group’s Customer eXperience Executive Academy (CXEA) gives you both theoretical and practical eXperience on how to elevate the levels of service at your company.

Certified Customer eXperience ExecutiveWith the need for rapid growth of the Customer eXperience Executive in businesses today, the Customer eXperience Executive Academy uses the X Commandments Methodology, which covers all facets and responsibilities that fall under Customer eXperience. Unlike any other institution, the CXEA’s focus, strictly on the Customer eXperience, prepares leaders to champion change at any company, regardless of industry.


About The Author

Jess Pischel

As a former Customer Experience Consultant with The DiJulius Group, Jess  leads clients in generating ideas, turning those ideas into systems, and then implementing and executing them enterprise wide.