The Boomerang effect: How a hidden bar inspired a new Customer Experience model
Last week, I had the pleasure of visiting Singapore – and what a week it was! I spoke at the APSS Speaker Summit, met fabulous fellow professionals, and on one unforgettable evening, hosted The CX Game at a local CX Meetup. A big thanks to Avi Liran for the connection and Irene Lim for the organization. And no, we didn’t meet in a conference room. Not in a hotel ballroom. But in a hidden speakeasy cocktail bar, tucked inside a historic colonial building: Chandu Bar.
And that evening? It didn’t just stay with me.
It sparked a whole NEW CX insight.
Let me explain.
I had the honor to speak to a group of 30 Certified Speaking Professionals, I could say, the crème the la crème of the speaker world. From Australia, to Malaysia, from the USA to India. Many of them sell keynotes and training – and I wanted to help them think through the customer experience they offer. I started with the fundaments, Forrester CX Pyramid: Effective, Easy, Enjoyable. But I felt… something was missing.
Because truly exceptional experiences?
They don’t just meet expectations, they are not just easy and enjoyable. No, those professionals want their experiences to be remembered. To be sticky. Not just their stage presence. But in the whole customer journey.
So I played around with the Forrester CX pyramid and… added a fourth layer: Memorable.
And that’s how the Boomerang CX Model was born, to show how great CX brings customers back. How to get repeat business (and boost ROI)!
Introducing the Boomerang CX Model
Let’s walk through the layers, and I am using that night at the Chandu bar as the example – to make it practical:
✅ Effective – Meeting needs
Chandu Bar, hidden within The Robertson House, does exactly what it promises: a crafted cocktail experience in a luxurious, history-rich environment. From the welcome to the drink menu, it delivers.
✅ Easy – Effortless
Finding it? A little tricky (as all good hidden bars are). But once inside, it’s smooth sailing. Quick, attentive service. Clear communication. Delicious drinks, no hassle. Even the ordering process was a breeze.
✅ Enjoyable – Positive emotion
The vibe? Spot on. Jazz in the background. Thoughtful interior design that nods to the past, because this was the place where Dr Robertson hosted his inner circle. Smoking Opium and doing business. And staff who actually enjoy sharing the bar’s story. I could feel the pride and passion, it was infectious.
✅ Memorable – Lasting impressions
Now here’s the magic: the coin.
A symbolic token shaped like the moon, a nod to the word “Chandu” (which means “opium” in Malay and “moon” in Hindi). The bartenders sometimes gift this to special guests, inviting them back for a drink, no strings attached.
That night, Kuma and Carlo, our wonderful hosts, gave me one too. A small gesture, yes. But one I’ll never forget. A token that is now on my desk in the Netherlands and I will always think back to that CX game nights in the Chandu bar.
That’s the Boomerang. That’s what brings people back. That’s what turns a good experience into a story you tell your friends, and why I gave the bar a five star review on Google and will tell all my friends to go.
How to translate this to your CX Leadership:
There are two questions worth asking when it comes to being memorable and that I want to give to you:
- What do your customers remember now about your organization’s customer experiences?
- Where in your journey could you add a memorable moment — like the Chandu coin?
So now, dear CX friend, I’d love your thoughts.
What do you think of the Boomerang CX Model?
Does it resonate with you? Would you add or change anything? Would you use it? Feel free to share your insights in the comments!
Until next time, keep spicing up your Customer Experience leadership.
*****
Nienke Bloem is often called the Customer Experience speaker in the blue dress.
She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.
Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations.
With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned.
