I first met Morgan when we were both on the panel of a Sourcerie event. The topic of that discussion was customer obsession. I learned heaps but wanted to deep dive on that topic.

So it was rad to get to talk to her on the pod about this in more depth. Spoiler alert: customer obsession is NOT overrated. Listen on Spotify and Apple.

Introduction.

In an era where consumer behavior evolves rapidly, understanding your customer isn’t just a strategy—it’s the lifeblood of a successful brand. Tala, a socially native women’s activewear and lifestyle brand, exemplifies how deep customer connection and values-driven design can propel a brand to new heights.

Listening to Customers: Beyond the Basics.

Customer obsession for Tala goes far beyond sales numbers and analytics. It’s about truly understanding the individuals behind the data. Morgan highlighted that the brand makes it a priority to engage with its audience daily through social media, events, and direct feedback channels.

“Social media isn’t just a promotional tool for us,” Morgan explained. “It’s our front line for learning and connecting. Whether it’s a shout-out about a product someone loves or a suggestion for improvement, we take every comment on board.”

This constant dialogue allows Tala to adapt and improve in real time, ensuring that their customers feel heard and valued. The result is not just customer satisfaction but a sense of community that sets the brand apart.

Designing with the Customer in Mind.

Tala’s obsession with its customers is most evident in its approach to product development. Feedback from the Tala community plays a critical role from the earliest stages of the design process.

“We don’t design products in isolation,” Morgan noted. “We involve our customers to understand their needs, preferences, and values. It’s about creating activewear that not only looks great but feels great and aligns with their lifestyles.”

This approach ensures that Tala’s products are inclusive, functional, and meaningful to their audience. By listening and responding to real feedback, Tala stays one step ahead, creating products that customers truly love and trust.

Connecting Through Shared Values.

What sets Tala apart is not just its products but its ability to connect with customers on a deeper level. The brand’s core values—sustainability, inclusivity, and transparency—resonate strongly with its audience.

Morgan shared how these values are central to Tala’s engagement with its community. “It’s not just about selling activewear. Our customers care deeply about the planet and fairness in business, and so do we. We make it a point to reflect those priorities in everything we do.”

Whether discussing sustainability practices or highlighting inclusivity in their campaigns, Tala consistently reinforces the idea that their values are aligned with those of their customers.

The Tala Blueprint: Putting Customers First.

Tala’s approach offers a masterclass in how to build a successful, customer-centric brand. By prioritising direct engagement, listening closely to feedback, and integrating shared values into every aspect of the business, Tala has built a loyal community that feels truly connected to the brand.

In an era where consumer loyalty is often fleeting, Tala’s commitment to customer obsession has set it apart. The message is clear: brands that prioritise their customers not only build trust but also create long-lasting relationships. For Tala, this philosophy isn’t just good for business—it’s a foundation for making an impact.

Sponsor.

This podcast is powered by Shopify.

Shopify is a key player that’s revolutionising retail by empowering unified commerce across online, offline, and wholesale channels. With one of the largest and robust ecosystems among commerce platforms, we’re excited to have them join us on this podcast journey. Check them out here.

Want to know what it’s like to work with the A-team?

Book A Chemistry Call

Ep 129: Is Customer Obsession overrated?