What the Super Bowl Can Teach Us About Building Customer Loyalty

Every February, one of the most watched sporting events in the world takes place - the Super Bowl. This Sunday, millions will be tuning in - not just to watch the Kansas City Chiefs take on the Philadelphia Eagles, or for the potential Taylor Swift sighting, but for the commercials that are also the stars of the show. They add to the sensation that makes it more than just a football game but rather a cultural event. These ads aren’t just about selling products; they make us laugh, stir emotions, and stay in our minds long after the final play. For CX leaders, they offer valuable lessons in building real, lasting customer loyalty.

So, what makes the Super Bowl such a powerful moment, and how can customer experience professionals capture the zeitgeist it creates for their own playbook? Let’s break it down.

1. Tell a Story That Sticks

The best Super Bowl ads aren’t just about who can do it bigger and better — they’re about telling stories that resonate deeply, oftentimes pulling at our heart strings (as well as our purse strings). This year, Hellmann’s took us down memory lane with an ad revisiting the iconic characters from 'When Harry Met Sally.' The spectacular ad shows Billy Crystal and Meg Ryan reprise their iconic roles and cameos from more modern stars in a nod to the famous diner scene. This play on nostalgia has a unique way of creating a deep, emotional connection, making us feel like we're reliving something we truly value. For CX leaders, this is a great lesson in building lasting relationships. By making customer interactions feel personal and memorable, just like the moments we look back on fondly. After all, a great customer experience isn’t just about the transaction. It’s about creating standout moments of going above and beyond for customers, leaving them with a sense of connection they’ll think about, and in this case, laugh about, long after the interaction.

2. Trust Comes From Consistency

Think about the Budweiser Clydesdales or Doritos’ quirky humor— they are like Santa Clause. We expect them to show up every year, and we can’t wait to see how they’ll top last year. And just like we know Pepsi will bring in the hottest celebrity to star in its commercial, customers should feel that same sense of trust, and most important familiarity, with a brand’s experience. No matter where or how they interact—online, in-store, or with customer support—it should always feel smooth, easy, and reliable. When brands get that right, customers don’t just come back—they stick around for the long haul.

3. Surprise and Delight Always Win

There are some viewers that tune into the big game just to see the ads. They look forward to being entertained and even moved, and the best ads are often the ones we don't expect. Whether they're funny, emotional, or just downright creative, these ads stay in our minds long after the game ends. Think about E-Trade’s talking baby, which always brought the laughs, or Google’s 'Loretta' ad, which tugged at our heartstrings. Customer experience leaders can learn a lot from this. Going the extra mile to bring the unexpected, from offering a small, thoughtful gesture to an unexpected perk, can turn a casual customer into a loyal fan. When you surprise and delight people, you build a connection that goes beyond just a transaction and turns into a lasting relationship.

4. AI Should Feel Human, Not Robotic

AI is changing the game for customer experience, but just like the best Super Bowl ads make us feel understood, AI should do the same. Enter agentic AI—technology that anticipates what customers need before they even ask. A great AI experience should feel more like a helpful concierge and less like a scripted chatbot. Just like how the best commercials make us feel like they "get us," AI should enhance CX by providing intuitive, personalized interactions.

5. Your Team Is the Real MVP

Just like on the field, having the best team in place is key to finding success and achieving your goal. Just as brands pour millions into creating Super Bowl-worthy ads to capture attention, CX leaders must recognize the value of investing in their people. Programs like CMP Certified x Pathstream are designed to equip customer experience professionals with the knowledge and skills they need to deliver exceptional moments that leave a lasting impact on customers. These certifications not only provide valuable training, but also empower teams to stay ahead in an ever-evolving customer landscape. When your team is well-prepared and armed with the right tools and expertise, every customer interaction should be a notable one. Customers can tell when they're interacting with a team that’s skilled, confident, and dedicated to creating outstanding experiences. And when they do, they’re more likely to appreciate the effort, trust your brand, and pledge their loyalty.

The Super Bowl is truly a masterclass in customer engagement. The brands that win the ad game understand how to tell great stories, stay consistent, and deliver experiences that exceed expectations. CX leaders can take the same approach to build stronger, longer-lasting relationships with customers.