Understanding The Personal Story of the Customer

Posted By on Oct 11, 2011 | 5 comments


Some of you may have seen this video that I shared yesterday from Chic Fil A. For those of you who didn’t, please watch the video before reading this post. I had the pleasure of hearing Arthur Greeno of Chic Fil A present at a conference in which I also presented in Bartlesville, Oklahoma. This video is shown to every employee after two weeks of working with Chic Fil A. Amazing content and an amazing idea.

The idea of a personal story has always been “somewhat” important to the marketing world. From the 1960s to today, we have developed story lines for products that move people to buy. With the development of social tools online (Facebook, Myspace, Foursquare, Instagram) we are now getting a look into the personal lives of our customers.

Crazy isn’t it?

Many business owners and professionals may shake their heads saying, “There is no way that my customer wants me to know about their personal lives. Why would I want to know?” This can be a dangerous statement. We all want to be heard. We all want to be known. We all want to be respected.

A smile at the counter or a tool that will allow the customer to tell their side of the story is extremely important to the EXPERIENCE of the brand. Experiences sell everything and anything.

In the wise words of Paul Greenburg,

“The relationship changes from one where the customer is the object of a sale to one in which the customer is the subject of an experience that he or she controls with business.”

  • http://prblog.typepad.com Kevin Dugan

    Great video. Amazing to see a QSR throw that down.

  • Lisa Alexander

    Imagine what the world would be like if we all took the time to see "the stories" of not only our customers, but even those that we work with! Great video. Thanks for sharing.

  • Gemma Went

    I adore this Kyle, we all have our story and this communicates the importance of that beautifully.

    • http://www.facebook.com/profile.php?id=100003407238246 Elena

      Waouhhh!!! je decouvre ton blog et je suis super iroemssipnne9e par ton talent…. j’adore ce que tu fais et je me permet de te mettre dans mon blog. Je pense mon aussi prendre si tu veux bien ton ide9e de semainier.En plus je suis une fan de ta re9gion… e0 bientf4t

  • Mark M

    Still trying to wrap my head around this video. I think it is because of this:

    "This video is shown to every employee after two weeks of working with Chic Fil A." Really?

    I definitely see how this video can inspire everyone from the marketing team to store decorators to managers to the people who actually price the products. The value of knowing your customers pays off when it comes to making your product an experience. However, I see little-to-zero value in this for your hourly store employees at the neighborhood Chic Fil a.

    In those positions, the goal is to treat the customers the SAME: friendly smile, quick transaction, get the order correct, say thank you, give them extra ketchup packets on request without bitching about it, make sure the store is clean. I really don't think the cashier needs to be thinking about whether the child's father resents her because his wife/her mother died during childbirth. (What was THAT, by the way?)

    Or, is the cashier empowered to give a discount out of sympathy if he/she knows the woman with three kids is struggling to make it? Umm… doubt it. And he/she shouldn't be.

    Please tell me what I'm missing here. Would love to hear your feedback.

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