Scaling with Purpose Kit: Purpose and Customer Experience

**SPEAKER_2** (0:03)
The Bliss Business Podcast, the show about empathy, connection, and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media, and programmatic ad experts.

**Stephen Skash** (0:17)
Welcome back to The Bliss Business Podcast series, Scaling with Purpose. These are short series on where we explore how to embed purpose into every level of your organization. I'm Stephen Skash here again with Tulio, Syragusa, and Ashmar. Hey, guys.

**Tulio Syragusa** (0:34)
Happy Wednesday.

**Stephen Skash** (0:36)
Yes. So today, we're diving into purpose and customer experience, exploring how to align every customer touch point with your organization's purpose to create deeper, more meaningful connections. I love this topic. It's for marketers, I think this is something you really need to pay attention to. It may be sometimes a little out of your wheelhouse, but it really does make a difference. Let's get started, Ash, where we want to start here.

**Ashmar** (1:02)
Yeah, I know. Absolutely, Steve. So, you know, purpose isn't just internal culture or for branding. It's really a powerful tool for shaping customer experiences. When your company aligns with purpose, with their customer journey, they create an emotional connection and they go beyond transactions. Really, it's about turning customers into loyal advocates, brand ambassadors for your business.
And they essentially, these brand ambassadors resonate with your mission entirely.

**Stephen Skash** (1:28)
Yeah, that's the key, right?

**Tulio Syragusa** (1:30)
Yeah, absolutely. In fact, purpose-driven customer experience, they build trust, they build loyalty, and it's advocacy because they resonate at a much deeper level. And they make the customer really feel understood, especially in a very noisy world that we're in right now. There's a lot that people have thrown at them. So they feel understood, valued, again, standing out. That's something we all care about. And then they're part of a community, makes them feel like they're part of a community, which is an inherent desire we all have. So what we should do is let's explore some ways that, you know, why it can be so impactful and how to bring purpose into pretty much every stage of the customer journey.

**Stephen Skash** (2:19)
Yeah, I think, too, you used the word feel there several times. And really, the purpose-driven customer experience that are building those emotional connections, right? So when customers connect with your purpose, they feel like they're part of something bigger than just that transactional kind of relationship we're used to. So that sense of belonging drives loyalty and that long-term engagement that you're really looking for.

**Ashmar** (2:43)
You know, exactly, Steve, you know what's crazy? The stats on this, they say that, you know, emotionally connected customers are 306%.
Let me repeat that. 306% more valuable than highly satisfied customers. So you're talking about a customer who just had a great experience. The customers are loyal, emotionally connected to you, have a 300% more value than someone who just like, oh, yeah, this is a great experience I just had, right?

**Stephen Skash** (3:07)
Yeah, and then a satisfied customer.

**Ashmar** (3:09)
Right, and a satisfied customer. So these loyal customers are emotionally connected. They spend more, they stay longer with your business, and they recommend your brand more often. It's not just about overall satisfaction. Do we make that customer happy? Do we really resonate our brand with their needs? And really, it's really just about emotional connection and building that community with your customers.

**Tulio Syragusa** (3:32)
Yeah, I mean, you could say that customers reward you for creating an environment where they feel like they're part of something. And this is really tied to this idea that purpose also drives authenticity. You know, in a world where customers are skeptical of inauthentic marketing or purpose-driven experiences, build that trust. Again, it's like, there's a lot of noise out there, there's a lot of promises.
So those who not only deliver those promises from a transactional point of view, but create that connection, people feel like they want to reward that. So every touch point reflects the organization's mission and values, and it can be used as a way to reinforce credibility and consistency, which, according to that stat, leads to stronger brand loyalty and also more profitability.

**Stephen Skash** (4:27)
Yeah. And I think for us as marketers, we understand this, that we want to tell that story, but we know it's not just about story telling, it's about living the story. And that's really one of the main reasons we focus on that in this podcast is, you've got to walk the walk, right? We can talk the talk, we can tell the story, but you got to walk the walk. So purpose-driven experiences, they really do reflect the genuine values and actions in creating that brand identity that feels real and relatable. Again, there's that word feel there that we're really focusing in on. So let's talk about how to align purpose with every stage of the customer journey. So we've got kind of three actionable strategies here. All right. So the first strategy here is purpose-driven brand messaging and storytelling. So the first step is to weave purpose into your brand messaging. Customers should understand your mission and how your products and services contribute to that. So this means purpose-led storytelling, share stories about why your company exists, the impact it's making, and the values that guide it. Again, the key word here is why, why your company exists. And then you really want consistent messaging across your channels. And sure, every communication, social media, email, website, they all reflect your purpose consistently. You want to keep that through line, going through all your messaging.