84 - Improving the Fan Experience the Chick-Fil-A Way with Steve Robinson

Sports Marketing Machine Podcast

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In this episode of the Sports Marketing Machine podcast, host Jeremy Neiser interviews Steve Robinson, former Chief Marketing Officer at Chick-fil-A, about transforming customer experience and building emotional connections with customers.
Steve spent 35 years as the CMO of Chick-Fil-A starting in 1981. Robinson shares insights on the importance of customer feedback, creating a culture of continuous improvement, and innovating hospitality during economic downturns. He emphasizes the significance of a strong brand promise and the role of customer loyalty in driving business success.
Takeaways

• Chick-fil-A focused on creating an engaging customer experience rather than just transactions.
• The brand's journey began with a shift from discounting to adding value to the customer experience.
• Emotional connections with customers are crucial for brand loyalty.
• Customer feedback is essential for innovation and continuous improvement.
• Chick-fil-A's hospitality model was inspired by successful brands like Ritz-Carlton and Southwest Airlines.
• The company invests more in existing stores than in new ones to maintain brand experience.
• A strong brand promise is key to customer engagement and loyalty.
• The 'second mile service' initiative was launched during economic downturns to enhance hospitality.
• Customer listening and research are foundational to Chick-fil-A's marketing strategy.
• The culture of Chick-fil-A is built on long-term vision and ownership, allowing for consistent brand growth.

Chapters
00:00 - Transforming Customer Experience at Chick-fil-A
06:50 - Building Emotional Connections with Customers
14:05 - The Role of Customer Feedback in Innovation
21:06 - Creating a Culture of Continuous Improvement
28:12 - Innovating Hospitality During Economic Downturns
39:59 - The Importance of Brand Promise and Customer Loyalty
Links from the podcast:
Steve Robinson consulting - https://srobinsonconsulting.com/
Steve's Book - Covert Cows - AMAZON
*If you purchase the book through my Amazon link above, I receive a tiny commission which I will use on Chick-Fil-A :)
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