CX has become brilliant at reaching customers. We build journeys. We trigger messages at the right moment. We automate emails. But reaching customers isn't the same as connecting with them. People don't want more messages. They want experiences that feel relevant, rewarding and worthy of their time.
The challenge?
Today's customers don't think of themselves as audiences. They gather around shared passions, identities and interests.
They gather in subcultures.
That's where belonging is built. Understanding subcultures is how we unlock customer connection.
Belonging is built in subcultures. So that's where we begin. We uncover what matters to them. Then we create experiences that earn belonging. Creating experiences people don't just notice. They choose to be part of.
Experiences that hit different.
As the UK’s largest Armed Forces charity, the Royal British Legion promises to never forget those who have served and sacrificed. But 40 years after the Falklands War, 1 in 3 UK adults couldn’t even remember when the war happened. Let alone that 255 UK and Commonwealth lives were lost. So we created a living tribute for every single surviving Falklands veteran. Built from 15,356 hand-written notes of thanks and one stunning painting by Falklands war artist, Linda Kitson. A reminder to those heroes: we remember what you did. The Royal British Legion remembers. The nation remembers.
The last few years have not been kind to our railways. Since the pandemic shut everything down, strikes, delays and bad press have persisted. But depsite all of this, Avanti West Coast have stuck to their guns. Avanti believe that train travel should feel good. To deliver on this promise, we said no to Nectar and instead built Club Avanti. A rail loyalty programme that gives the people what they want: instant perks on sign-up (mmm, coffee), free journeys and generous rewards further down the line. All aboard the loyalty revolution?
Forget the power drill. Time is the busy tradie’s ultimate tool. So we made Toolstation the place for everything they need at speed. With emails that are faster to read. Products that are faster to buy. An app that’s faster to use. And – as a result – customers that are faster to love the brand. First, we bypassed their brick (ironic) of a catalogue using the power of QR codes. Then, we asked the nation to 'Witness the Quickness' of the Toolstation app. But this was more than a campaign or two – we made Toolstation lightning fast everywhere the brand touched.
