Why Creating an Unforgettable Customer Journey Matters
In recent conversations about television, one show that frequently comes up is The Bear—especially its second season and the episode titled “Forks.” This episode showcases an exceptional example of customer service at a high-end Chicago restaurant, where the character Ritchie “Cousin” Jerimovich shadows the staff for a week. The episode illustrates the impact of remarkable customer service, not just on customers but also on employees, teams, and overall brand identity.
“The Bear” offers an exceptional example of customer service in its Season 2 episode, “Forks.” Watching the episode reveals how customer service can shape the perception of a brand. In this blog, we’ll explore how you can engage customers in meaningful ways to create a positive and lasting brand reputation.
Three Foundations of Brand Building
In The Bear episode “Forks,” Ritchie is seen carrying the book Unreasonable Hospitality by Will Guidara, which recounts how the author transformed Eleven Madison Park in New York City into the world’s best restaurant. Guidara emphasizes that hospitality should be central to every business. As we discuss building your brand and cultivating loyalty through exceptional customer service, consider how hospitality can be integrated into your strategy.
Hospitality can be a cornerstone of your customer service strategy, no matter what kind of business you run.
Understanding the Importance of Brand Strategy
Branding involves creating a unique identity that sets your business apart in the minds of consumers. While many businesses aspire to build customer loyalty, achieving it requires going beyond mere satisfaction to delivering exceptional service.
To elevate a customer from being merely satisfied to becoming an enthusiastic advocate, you need to focus on exceptional customer service. Your goal should be to have customers telling their friends about the fantastic experience they had with your brand. When developing your brand strategy, think about how you want customers to feel during every interaction with your business.
Consistency is Key to the Customer Experience
Consistency is a fundamental element of any customer service strategy. It starts with your brand messaging—what you say, how you say it, and how you respond to customer inquiries and feedback.
Consistency extends to your visuals as well—your logo, website, and packaging should be cohesive and align with your brand identity. For example, Apple’s sleek product designs are echoed in their packaging, which is so well-crafted that many people, myself included, find it hard to throw away their Apple boxes.
Customer touchpoints are another crucial aspect. Think through every moment where a customer might interact with your brand—from how the phone is answered in your office to welcome emails or gifts for new customers. Every touchpoint should offer a consistent experience.
A great example of consistency in action is Chick-fil-A. Part of their success lies in consistently providing a high-quality customer experience. Customers know they’ll hear “My pleasure” from employees and experience a quick and efficient drive-thru service. Chick-fil-A has built a successful business largely due to its customer service brand-building strategy. Chick-fil-A earned the number two spot on Forbes’ 2024 Best Customer Service list.
Customers Connect with a Good Story
Storytelling is a powerful tool for building a loyal customer base. The best brands use stories to create emotional connections. Think of memorable ads like P&G’s “Thank You, Mom” or Nike’s “Dream Crazier.” Disney is perhaps the most iconic example, using storytelling across its movies and theme parks to create generations of loyal fans.
While your business might not be creating ads for the Olympics, you can still use storytelling to connect with customers and build brand loyalty. Here are some storytelling ideas:
- Share your company’s history and how it influences you today.
- Tell the story of someone in your ideal customer base.
- Highlight your company culture and its contribution to success.
- Feature satisfied customers’ stories.
- Showcase how your brand made a difference in someone’s life or work.
Stories are a great way to connect with customers across all communication channels and build your brand.
Essential Elements of Exceptional Customer Service
Now that we’ve covered some key aspects of brand building, let’s discuss the essentials every customer service strategy needs. Start with the Basics of Customer Relationship Management. Building a strong brand requires careful management of customer relationships. Here are a few key areas to consider:
Responsiveness
Quick responses to customer inquiries are essential. Whether it’s through review sites, social media, or direct communication, being prompt and professional can enhance the customer experience. Tools like social media management platforms can help streamline your responses.
Empathy
Training your team to handle customer feedback and manage dissatisfied customers with empathy is crucial. Shauna Niequist’s book, Bread and Wine, emphasizes that “the heart of hospitality is about creating space for someone to feel seen, heard, and loved.” Successful brands incorporate empathy into every customer interaction.
Problem-Solving
Even with the best planning, issues can arise. Preparing your team to handle these challenges effectively can turn potential problems into positive experiences. Encourage a culture where employees feel comfortable raising concerns so you can proactively address issues.
Empower Employees to Deliver Exceptional Customer Service
As emphasized in the Forks episode of The Bear, exceptional customer service is rarely the work of one individual; it requires a team effort. After designing your ideal customer service experience, invest in training and empowering your employees to deliver it consistently. Every team member plays a role in creating a standout experience that sets your brand apart.
Don’t Forget to Ask for Customer Feedback
To stand out in customer service, regularly seek and act on customer feedback. Whether it’s through QR codes at checkout, email surveys, or a form on your website, asking for feedback is invaluable. While negative reviews can be daunting, feedback is an opportunity for growth and improvement.
Most businesses are afraid of negative reviews — but asking for feedback helps you improve your company’s reputation. By encouraging feedback, you not only make customers feel heard but also gain insights that can help you make data-driven decisions to enhance your customer experience.
Empower Employees to Care for Clients and Customers
There are various ways to empower your employees to care for clients. For instance, social media management tools can help your team respond to customers promptly. Making customer information easily accessible to your team can also help provide a more personalized experience, encouraging repeat business.
Understanding the Impact of Customer Service on Brand Identity
Think about the last time you were wowed by customer service. Whether it was a quick response at a store or a smooth resolution over a customer service hotline, it likely left a lasting impression. These positive experiences encourage word-of-mouth marketing and brand advocacy.
A positive customer service interaction can reinforce your brand values and create a ripple effect thanks to word-of-mouth marketing and brand advocacy. By prioritizing customer service, you demonstrate a commitment to your brand promise and generate organic buzz without spending a dime on marketing.
The Impact on Sales and Reputation
Finally, let’s discuss how excellent customer service drives repeat business, referrals, and positive reviews. Exceptional experiences create loyal customers who are willing to pay more for great service—up to 86%, according to some studies. Companies like Instacart and Four Seasons understand that investing in customer service excellence pays off with sustainable growth and a competitive advantage.
