Press Release The Evergreen Playbook Releases Episode 002: Customer Excitement in Brand Experience
Featuring Gordon Euchler & Maik Hoffman, The Spikes
The Evergreen Playbook Releases Episode 002: "Customer Excitement in Brand Experience" with Gordon Euchler & Maik Hoffman, The Spikes
Gordon Euchler and Maik Hoffman on measuring customer excitement, designing from the customer’s view and learning across categories.
Kornwestheim, Germany · Mar 2024. The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, today released a new episode on customer experience, customer excitement, brand strategy.
The Evergreen Playbook has published Episode 002: "Customer Excitement in Brand Experience", featuring Gordon Euchler & Maik Hoffman, The Spikes in a conversation about Customer Experience, Customer Excitement, Brand Strategy.
Gordon Euchler and Maik Hoffman examine customer excitement, the experiences people remember, and why it must be judged against competitors.
Gordon Euchler and Maik Hoffman on measuring customer excitement, designing from the customer’s view and learning across categories.
"It's easy to be cynical about advertising. But it's possible to make a difference and to excite people, and it is worth pursuing that." — Gordon Euchler.
Gordon Euchler and Maik Hoffman from The Spikes discuss customer excitement: what people genuinely enjoyed in a recent interaction with a company.
They look at customer experience from the recipient’s perspective, research that asks about excitement rather than preference, counterintuitive touchpoints and ideas from outside a category.
"It is possible to not just play a little role in people's lives, but to make a difference, and it is worth pursuing that."
Key topics covered in this episode:
- Excitement is comparative. What thrills today becomes baseline tomorrow.: The Spikes have asked 156,000 people one question: did a company recently do something that you trul…
- The most exciting moves are often counterintuitive: A bank sends a bot to handle customers who have missed loan payments. Standard logic says use your m…
- Ask what excited people, not what they prefer: 80% of companies claim to be customer-centric. 80% of people do not experience companies that way. P…
- Look outside your category for the next idea: A chatbot that evokes friendship works in telecoms. That same mechanism, using technology to remove …
Availability
Customer Excitement in Brand Experience is available now on:
About The Evergreen Playbook
The Evergreen Playbook is a marketing and strategy podcast for founders, marketers and business leaders in SMEs and startups. Each episode is built around one evergreen idea, a timeless principle behind lasting brand and business growth, and the expert who can explain why it matters. The show publishes video on YouTube and audio on Spotify and Apple Podcasts. The site currently lists 11 published episodes.
About David Göz
David Göz is a marketing strategist, consultant and the founder of Hexagram Creative, based in Kornwestheim, Germany. Through The Evergreen Playbook, he interviews experts in brand science, simplicity in marketing, B2B strategy, community marketing, storytelling, agency economics and small-brand growth. He is available for consulting, keynote speaking and panel moderation.
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For additional information, interviews or review copies, contact [email protected].