Spontaneous scalarization of black holes may be understood in the language of symmetry breaking, with the scalar field condensate serving as order parameter. This motivates the study of theories with more interesting symmetry breaking patterns, i.e. beyond the simplest real scalar case. I will present our results on the study of black hole scalarization in the context of the Einstein-Maxwell-scalar model with a complex scalar field. Through fully non-linear numerical calculations, we find that the breaking of the U(1) symmetry gives rise to a lifting of the degeneracy in the process of formation, accretion and radiation of the scalar cloud. Adding an electric charge to the scalar further leads to an interesting interplay between the scalarization and superradiance effects. In particular, we find that the combination of the two mechanisms, which we refer to as "tachyonic superradiance", results in a very efficient extraction of energy from the black hole, exploiting both the tachyonic growth and superradiant emission.