CX Speak

BEER, Customer Experience and delivering HAPPINESS!

Written by: Kushal Dev | Co-founder, Customer Guru

In this modern day and age when the beer guzzlers take that pint as granted, there is a history of evolution, triumph, and world-changing events behind the beer.

Scientists and historians support a philosophy that beer helped create maths, poetry, Pyramids, modern medicine, labor laws and America!

Beer and everything around it is a huge market and worth $101.5 billion in 2014 in the US alone. This market, dominated by large corporations, is also brewing a cult of craft beer lovers who operate mini breweries producing their own line of craft beer.

Don’t get me wrong with the mini tag, it’s a $19.6 billion market.

Along with creative innovation, the backbone of this phenomenon is the personal touch that the brewery owners provide their fans and promoters.

How about some takeaways for Customer Experience professionals from this cult of beer lovers?

Create your brand ambassadors

Companies like “Philly home brew” actively engage with their fans. They start by identifying and educating their customers to making them active members of the community. It’s like the customers are equally vested in your company and hence, advice and promote it just like owners would.

Be where your customers are

Brewery owners are active participants in online and offline communities. They participate in social networking forums, music shows, book fairs, cycling events and what not! The engagement brings them customers not just from the neighborhood but also from across the town.

Give out freebies for engagement

Make it easy for your promoters to onboard friends and family. Provide recommendation discounts maybe? The brewery owners offer free beer for tasting sessions to get a feedback and to promote their new flavors.

Show the way

It’s important for you to be an industry evangelist. Customers feel more comfortable with folks whom they interact with frequently and trust them with their advice. Successful brewery owners are prompt in offering help and advice on beer making processes, ingredients and the like. Their customers keep coming back for the experience and connectedness they feel with the brand. It’s like being part of an exclusive club.

Please share your thoughts, comments, and ideas.

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