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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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