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Bear with me, as I'm about to geek out about some of my favorite subjects: marketing and Game of Thrones. But I promise, if you hang in there with me throughout the duration of this article, you will gain a nugget or two of wisdom -- and you don't have to be a fan of Game of Thrones to do so. 

Ok, here goes. (Warning: Game of Thrones Season 8 spoilers to follow.)

Season 8 of the Game of Thrones TV series is considered by many to be a disappointment. Even as I type, there is a Change.org petition circulating called "Remake Game of Thrones Season 8 with competent writers." As a marketer, I can't help but think about the TV series as a brand and its viewers as customers.

Every scene, every character, and every line delivered is a touchpoint or interaction that could alter the way the viewer-customer feels about the Game of Thrones TV series as a brand. To provide an ideal customer experience across all touchpoints, the writers of the show must understand what viewer-customer needs drive these interactions. 

That's where the Game of Thrones TV series writers have failed in Season 8. Good brands understand what customer needs fuel what touchpoints and, as a result, they provide their customers with appropriate, meaningful, and endearing interactions:

1. Appropriate - This means the context and cultural tone of interaction meet the customer's needs. By making significant changes to the cultural tone of the series in Season 8, the Game of Thrones TV writers have dropped the ball in the game of appropriateness.
   
   For example, Daenerys (a main character) is "good" in Seasons 1-7, but turns "bad" in Season 8. The problem isn't necessarily that this change happens, but rather that this change happens abruptly -- in stark contrast (pun intended) to the slow and steady character development Game of Thrones (GOT) viewer-customers have come to expect from the series.
   
   
   
2. Meaningful - Interaction that is perceived by the customer to be important or purposeful. GOT Season 8 disappoints its viewer-customers here by serving up the pointless fight scene between Euron Greyjoy and Jaime Lannister in the episode titled 'The Bells.'
   
   
   
3. Endearing - Interaction that creates some type of bond with the customer. As a marketer, I interpret this as customer delight.
   
   HubSpot defines customer delight as exceeding a customer's expectations to create a positive customer experience with a product or brand.
   
   Clearly, with the number of signatures on the "Remake Game of Thrones Season 8 with competent writers" petition nearing 1 million, GOT Season 8 has failed to exceed expectations and delight its viewer-customers.

(I know, I know. You're probably thinking: What's interactive about watching a TV show? I consider the viewers' social media response to be interactive.)

In Conclusion

By providing customers with appropriate, meaningful, and endearing interactions, brands can not just meet but exceed customer expectations -- and avoid disappointment on the (grey-) scale of GOT Season 8.

For more tips on creating ideal customer experiences, download THAT Agency's Guide to Digital Marketing in 2019 for free now.