I’ve been obsessed with the phenomenon of fandom for as long as I can remember.
I’ve spent years studying the brands people love. The ones they tell their friends about, the ones they return to again and again, the ones they go out of their way to support.
And I’ve noticed something interesting.
It’s not about who has the biggest marketing budget. It’s not about the flashiest ads, the trendiest social media strategy, or even the best prices.
The businesses people rave about — the ones that turn customers into superfans — are the ones that prioritize customer obsession. Obsessed brands understand that everything is experience. There’s no detail too small to build an experience around… and no experience you can’t improve with creativity and intentionality.
For example, I stay in several different hotels every month. After a while, most of them blur together. I don’t recall which sheets were the softest, or which room was the best decorated. What I do remember are the unique details and experiences.
When you arrive at a Margaritaville Resort, even before you have your room key, an aloha-shirt-clad team member will make sure you’ve got a complimentary rum punch in your hands.
It’s a small detail that doesn’t cost a lot—but the impact? Huge. It makes guests feel welcome, sets the tone for their stay, and turns first-time visitors into repeat customers and superfans.
Paying attention to the minutiae demonstrates your commitment to the bigger picture.
The Power of Obsession
My friend and former Google exec Jenny Wood calls this being “Obsessed.” She unpacks this in her new book, Wild Courage: Go After What You Want and Get It.
TL;dr — I am obsessed with this book! It’s one of the best books you’ll read this year, hands down.
Jenny breaks down nine so-called “bad” traits—Obsessed, Weird, Selfish, Shameless, Nosy, Manipulative, Brutal, Reckless, and Bossy—and shows why they’re actually the key to standing out, building influence, and making things happen. Grab a copy here.
Why Customer Obsession Matters
Obsessed brands don’t just serve customers. They anticipate their needs before they even ask. Obsessed professionals don’t just do their jobs. They own their roles of the Acting Chief of Experience, and create undeniable impact. Obsessed leaders don’t just work hard. They work smart, protecting their time and energy for the things that matter most.
Have you ever walked into a store, ready to make a purchase, only to walk out because of the way an associate acted toward you? I know I have.
Maybe the employee looked at you judgingly, and you thought to yourself, “I don’t think I belong here.” Or maybe the associate sighed when you asked for help, making it clear you were an inconvenience rather than a valued prospect or customer.
The complete lack of care — that apathy — can immediately sour your perception of not just the employee serving you, but of the entire brand.
Customers aren’t just paying attention to the product. They’re paying attention to how they feel when they interact with your brand.
That’s why the businesses that win — the ones that create true superfans — are obsessed with making every interaction as smooth, seamless, and memorable as possible.
So how do you apply this to your business?
3 Ways to Show Your Customers You’re Obsessed with Excellence
1. Make Every Interaction Feel Personal
No one wants to feel like just another transaction. People want to feel seen—to know their time, money, and business matter. Superfandom is a two-way street: if you want your customers to love you, you’ve got to love them back.
The best brands obsess over the details that make customers feel special. They combine high-tech and high-touch strategies to make every customer feel like the most important one.
Think about the first time you checked into a hotel or boarded a flight and saw your name on the TV screen in the room or on the back of a seat. It’s a small touch, but it instantly makes you feel valued—like the brand went the extra mile to recognize you.
That’s the power of personalization, a key pillar of customer obsession.
Sometimes, it’s the simplest gestures that leave the biggest impact—a handwritten note, a thoughtful follow-up, or a genuine “thank you.” These small moments add up, turning casual customers into lifelong fans who can’t wait to tell others about you.
2. Anticipate the Frustrations Customers Won’t Tell You About
While big bonuses at the end of the quarter or year are nice, real-time recognition is more powerful. Want to know why some businesses quietly lose customers, even if their product is great? It’s not because of the big mistakes. It’s because of small, fixable frustrations that no one addresses.
Things like:
- Contact information that is buried or hard to find
- A checkout process with too many clicks
- Customer service that only offers automated responses, with no human support.
- Poor mobile optimization
Most customers won’t complain about these things. They’ll just leave. If you want to stand out, be obsessed with removing these friction points before they become dealbreakers.
3. Stop Treating Customer Experience Like an Afterthought
The businesses that earn Superfans understand that customer experience is not an extra. It’s the entire game.
Think about the last time you raved to someone about a business. What made it stand out? Was it just a slightly better product, or was it the way they made you feel valued, appreciated, and taken care of?
Superfan-worthy brands don’t just focus on making a sale. They focus on building a relationship—one that keeps customers coming back and telling their friends.
And that all comes down to obsessing over the details. Want to learn how to channel that same level of customer obsession to serve your audience better? Grab your copy of Wild Courage here.