This document summarizes lessons that can be learned from the character Frank Underwood in the TV show House of Cards about engaging customers. It outlines five lessons: 1) Build trust with customers by listening to them and personalizing their experiences. 2) Meet customers where they are, such as on mobile. 3) Focus on long-term relationships rather than one-time transactions. 4) Personalize messaging based on individual customer attributes and behavior. 5) Start implementing engagement strategies quickly with a focus on short-term wins to build momentum. Each lesson includes a quote from the show to illustrate the point and suggestions for applying the lesson to customer engagement.

1. F R A N K U N D E R W O O D ’ S
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2. Meet FRANK
UNDERWOOD,
the Democrat from
South Carolina on
Netflix’s House of Cards.

3. He’s damn good at engaging the viewer.

4. And could teach you a thing or two about
engaging with your customers.

5. Because Frank
looks you
in the eye.

6. He talks to yo u . Not at yo u .

8. They’re lessons for digital marketers.

9. LESSON #1

10. “Any politician
that gets
MILLION
VOTES
has tapped into something larger than himself,
larger than even me, as much as I hate to admit it.
Look at that winning smile, those trusting eyes."
[ SEASON 1, CHAPTER 1 ]

11. BUILD
TRUST
[ WHAT’S HE MEAN? ]
Make sure your audience knows
you're listening. Use the data at
your disposal—demographics,
technographics, behavioral data—
to deliver experiences that will
resonate with your customers.

12. LESSON #2

13. “Power is a lot like real estate. It’s all about
LOCATION, LOCATION, LOCATION.
The closer you are to the source,
the higher your property value.”
[ SEASON 1, CHAPTER 1 ]

14. [ WHAT’S HE MEAN? ]
BE MOBILE
You need to meet your customers where they are. That might be
mobile, that might be tablet, that might be desktop. Using responsive
design to meet their varying needs is your entry fee to reaching your
customers wherever they are.

15. LESSON #3

16. “MONEY is the McMansion in
Sarasota that starts falling apart
after 10 years.
POWER is the old stone
building that stands
for centuries.
I cannot respect someone who
doesn't see the difference.”
[ SEASON 1, CHAPTER 2 ]

17. [ WHAT’S HE MEAN? ]
THINK
LONG-TERM
Instead of coupons and surreptitious email
acquisition, build relationships with your
customers. Delivering value and relevant
experiences over the long run is more valuable
than breeding dependence through discounts.
Skip the one-time sale for the lifetime customer.

18. LESSON #4

19. “What you have to understand about my
people is that they are a noble people.
HUMILITY
IS THEIR
FORM
OF PRIDE.
It is their strength; it is their weakness.
And if you can humble yourself before
them they will do anything you ask.”
[ SEASON 1, CHAPTER 3 ]

20. [ WHAT’S HE MEAN? ]
The foundation of your personalization
strategy is messaging that’s contextually relevant
to the individual: What device is that person using?
What is her on-site behavioral history? Where is she located?
Answering those questions will get you started.

21. LESSON #5

22. MATADORS. Which do you think I intend to be?
There are two types of vice-presidents: DOORMATS &
[ SEASON 2, CHAPTER 3 ]

23. [ WHAT’S HE MEAN? ]
Don’t be paralyzed by what might seem like
an insurmountable feat. Start small, and start
fast. If you focus your efforts on quick wins,
you’ll build internal support and momentum. ACT NOW

24. You’re probably expecting...

25. this lesson to
end with a
of our
knuckles...

26. [ THERE YA GO ]