3 Customer Centric Lessons from the World Cup

Guten Morgen 🙂

And here we are with probably the hottest topic of this year, the world cup, an event that happen once every 4 years but takes more than 4 years to prepare for and its results stay in History forever!

Based on Wikipedia, the World Cup is the most widely viewed and followed sporting event in the world, exceeding even the Olympic Games; the cumulative audience of all matches of the 2006 FIFA World Cup was estimated to be 26.29 billion with an estimated 715.1 million people watching the final match, a ninth of the entire population of the planet.

In an article at Forbes about Customer-Centricity:

You have to rebuild your company’s culture, which means helping employees learn new ways of thinking and acting. You have to entrust frontline employees with the critical task of generating loyalty and enthusiasm among customers. And you have to teach employees the skills they need to achieve those results.

What can we learn from the 2014’s World Cup to refresh our approach!

 1) You’re only #1 in your Customer’s Heart!


At the end of the day, it doesn’t really matter what the scoreboard or the leader-board says, in the eyes of the fans, there’s only one “Winner“; even if they might not have won this cup or the one before it but they are still The BEST.

It’s really fascinating how for a football fan, (or any sports fan on that matter), championships is always a stage, if they won it’s a confirmation that they are the best and if they don’t there’s still the next one!

2) Raving Fans, Raving Fans, RAVING FANS!!


“Your customers are only satisfied because their expectations are so low and because no one else is doing better. Just having satisfied customers isn’t good enough anymore. If you really want a booming business, you have to create Raving Fans.”

This, in a nutshell, is the advice given to a new Area Manager on his first day by the authors of the best selling book, The One Minute Manager, in the book Raving Fans: A Revolutionary Approach To Customer Service.

What I would also define as a Raving Fan, is someone who feels the adrenaline just by thinking about your product. A Perfect example of a company who have that, would be Apple & Harley-Davidson. Fans who would Live your brands and would support you and stand by you even in your worst.

3) Expectation is the mother of disappointment

Brazil fans cry after 7-1 defeat to Germany

During my Sales Coaching Workshops, I used to stress on the whole customer experience and not just the salesperson’s performance. Imagine you’ve been greeted at a hardware store, and the salesperson took really good care of you and once you got your products and were escorted to the cashier, the cashier wasn’t as nice to you as the salesperson? or when you went to pick up your car, the valet damaged it? or let’s say simply someone messed up your experience at that store?

In the culture of sports teams, the spirit of TEAM should be a combination of 2 famous sayings: “Together Everyone Achieves More” & “One For All and All of One”, you see sometimes the team plays really well, they give 110% and they get so close, but one of them drops the ball and they end up losing. c’est la vie!

But in the eyes of your fans, they expect EACH AND EVERY ONE of the TEAM to play as if the world depends on his every single move.

And finally, everything can be summarized for you in Nike’s Football commercial… Risk Everything!


Samer Chidiac

Samer Chidiac is a Sr. Strategist, Author & an International Innovation Expert.

The Monday Tip Weekly blog is part of the “Influencing the Life of Others” project


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