-- Founded by Dr. Gordon Euchler and Maik Hofmann, Spikes has built its reputation on a data-driven approach to customer excitement, helping businesses move beyond traditional engagement strategies and create experiences that generate genuine emotional responses. The company's newly introduced Stories-as-a-service is positioned as a natural extension of that work, giving brands a structured way to translate their Excitement Points® insights into compelling content that performs across the full range of modern discovery channels, including the growing landscape of AI search.
At the core of the Spikes platform sits the world's largest database of Excitement Points®, built from over 750,000 online interviews across industries. This resource enables brands to identify the rare moments that ignite deep emotional connections with their customers, going far beyond conventional satisfaction metrics.
Stories-as-a-Service: Content Built for Humans and AI Alike
The new Stories-as-a-service offering marks a significant step for Spikes as it moves further into content strategy territory. The service is built on the premise that knowing what excites customers is only part of the equation. Brands also need to be able to communicate those moments in ways that resonate, both with human readers and with the AI systems that increasingly determine what content gets discovered online.
By combining its Excitement Points® data with structured brand storytelling, Spikes aims to help clients produce content that is not only more engaging but also more findable and more authoritative in an era where AI search tools are reshaping how audiences encounter information. Further details on the Stories-as-a-service offering are expected to follow as the company rolls out the service to clients.
The Problem Spikes Was Built to Solve
Customer satisfaction is no longer sufficient to guarantee brand success. In an age where consumers are overwhelmed with choices, excitement is what separates the brands that win from those that merely survive. Excitement is not simply about making customers happy. It is about creating a powerful emotional connection that drives loyalty, engagement, and genuine advocacy.
The gap between how brands see themselves and how customers actually experience them is significant: 80% of companies claim to be customer-centric, yet only 8% of customers agree. This disconnect is precisely what Spikes was designed to address, providing the insights and tools that help brands activate moments of excitement that truly resonate and deliver measurable results.
How Excitement Points® Work
Excitement Points® are those rare and impactful moments when a brand does not just reach or interest a person, but actually ignites an emotional response that drives lasting engagement. These are the moments that make a brand unforgettable.
Spikes' proprietary Excitement Search Engine draws on the world's largest database of Excitement Points®, built from over 750,000 online interviews across industries and geographies. The engine identifies the precise touchpoints where excitement occurs, whether through specific emotions, topics, or customer interactions, and translates those findings into an actionable strategy.
Brands receive a full picture of their current excitement profile: where they excite customers, with which emotions, and where gaps exist. From there, Spikes identifies the most valuable emotional territory and the innovations proven to improve that profile at the points most likely to move the sales funnel or Net Promotor Score (NPS).
Creating Lasting Impact
When companies activate the right Excitement Points®, they do not simply attract attention. They build an emotional bond with customers that drives loyalty and increases lifetime value. By understanding precisely where and how to excite their audience, brands can create experiences that stand out in a crowded and competitive market.
Spikes also provides ongoing competitive intelligence, tracking what rivals are doing, where they are finding new ways to excite customers, and where opportunities exist to get ahead.
Trusted by Global Brands
Spikes has worked with leading organisations including Capital One, Telekom, Telstra, Vodafone, AIDA, and Motel One. These brands have turned to Spikes for actionable insights that help them stay ahead of the competition and build authentic customer relationships.
The Excitement Points® database is updated continuously, ensuring brands can continuously optimise their engagement efforts as trends shift and new opportunities emerge.
The Podcast, ‘Spikes Excitement Talks’: Where Industry Leaders Get Personal About Excitement
Beyond its data platform and services, Spikes has also established itself as a voice in the broader marketing conversation through its podcast, Spikes Excitement Talks, hosted by co-founder Gordon Euchler.
The show brings together some of the most recognised figures from the worlds of marketing and branding, from studio heads to leading minds at top advertising agencies. Each episode invites guests to share their professional journeys and explore what personally and professionally excites them, offering listeners an intimate window into the passions and perspectives driving the industry forward.
Spikes Excitement Talks is available on Spotify and reflects the company's wider belief that excitement, as both a human experience and a business driver, is a subject worth taking seriously at the highest level.
Listen here: Spikes Excitement Talks on Spotify
The Road Ahead
The brands that will lead in the years ahead are those capable of delivering genuine moments of emotional engagement, and communicating those moments in ways that cut through. Spikes' combination of its established Excitement Points® platform and the newly launched Stories-as-a- service positions the company as a full-spectrum partner for brands navigating both the human and algorithmic sides of modern marketing.
To find out more about Spikes and its services, visit https://www.the-spikes.com/
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