[PRACTICE NOTE] Turning Customer-centric Culture into Authentic Brand Storytelling at Chic-fil-A

Chick-fil-A’s Customer-Centric Approach

Chick-fil-A is a quintessential example of a Customer Excellence Enterprise (CXE), building its brand around consistent and authentic customer experiences. Unlike ordinary companies that often emphasize internal processes or focus solely on product features, Chick-fil-A stands apart as a CXE with a unique brand identity rooted in deep customer empathy and service and experience delivery excellence. In pursuit of “being America's best quick-service restaurant at winning and keeping customers,” their brand promise reflects a broader focus on the totality of the experience beyond just selling food. The company is known for having employees deliver food with a smile, engage in polite, personable conversations, and go the extra mile to create memorable customer experiences. Chick-fil-A’s dedication to customer excellence is evident in every aspect of its brand expression. The company doesn’t just sell food; it focuses on helping customers “live their best lives,” whether that means offering exceptional service in-store, providing a friendly greeting at the drive-thru, or ensuring prompt and accurate service. This orientation towards customer well-being has fostered a brand image that feels genuine and human, resulting in deeper connections with customers.

However, as CXEs typically do, through COM Bold Move #10: Create a New Brand Identity, Chick-fil-A has further amplified the power of customer experiences by partnering with customers to tell brand stories in their own words. Following the principles of COM Bold Move #10, through the customer testimonials in its advertising, Chick-fil-A showcases how the heart of its brand pyramid is about the customer and how they are to be viewed, valued, and treated. The real stories of positive experiences embedded deep in the brand pyramid highlight how its expertise and impact go above and beyond simply selling chicken sandwiches to connecting emotionally with customers. This approach is about sharing success stories and crafting an authentic brand narrative that resonates with customers and non-customers alike

Through this type of Bold Move, Chick-fil-A continually drives outsized system-wide revenue growth and brand value by interpreting customer needs through a lens of empathy and support. This strategy has made the brand resilient and more connected, able to thrive in competitive and noisy markets and deliver on brand promises.

Questions to Consider:

• Are you listening to customers and identifying exceptional experiences that can be shared?
• Do your brand promises and customer stories convey or reinforce how your company prioritizes and enhances customer lives?
• Are the customer excellence values outlined in your brand pyramid evident in real customer experiences and feedback?
• Does your company have specific, measurable standards that reinforce the commitment to customer excellence in every interaction?
• Are each of your brand pillars—values, beliefs, and attributes—designed with the customer’s needs, expectations, and emotions in mind?
• How effectively do your brand attributes and differentiators demonstrate a commitment to customer excellence?

To learn more about “COM Bold Move #10: Create a New Brand Identity”, and other leadership, organizational, operational, and commercial bold moves, you can get started by downloading a 29-page preview, connect with us as partners on the journey, and order “The Customer Excellence Enterprise: A Playbook for Creating Customers for Life” at all major booksellers.