Lady Gaga and Customer Experience Principles

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Got your attention with this title? No I am not going to write about the theatrics of Lady Gaga and how they raise the bars on the customer’s expectations for theatrical experiences. I will leave this job to authors Pine and Gilmore and the Disney magic developers.

But Lady Gaga songs are carrying a message to all marketers and customer experience professionals. If you seek to understand he mind of the customer and how to exceed their expectations then listen to their soul food. In this case it is “Born This Way” one of Gag’s latest hits.

“I’m beautiful in my way
‘Cause God makes no mistakes
I’m on the right track baby
I was born this way
Don’t hide yourself in regret
Just love yourself and you’re set
I’m on the right track baby
I was born this way”

These words from the chorus line of the songs tells the story in a simple way. Translated into marketing language the songs says ‘Don’t try to segment me as part of a pre determined set of behaviors associated with a certain age group you crafted at a conference in a Manhattan hotel room .”
Today’s customers accentuate their differences and their uniqueness. They resent any attempt to treat them in any other way than a unique individual. The exhibitionism we see daily in social media outlets are spilling into the real world.

Accept me as I am
Don’t try to change me
Love me for who I am

Authenticity is you adapting to me not the other way around
These are today’s customers’ messages to marketers. This is the ultimate customer experience principle. Treat me as unique individual.

Fans’ attraction to Lady Gaga has a lot to do not only with the songs but with the medium. She assumed a bold in your face, provocative image in order to shake the establishment. Despite our denials, we are the establishment. The question therefore is how long would it take us to listen to the song. It is broadcast everywhere nonstop. But are we listening? Are we willing to listen to it? The careful listeners will start understanding the implications to their own business. The deaf organizations will contact her agent to explore ways to ride her success through sponsorship. (Big mistake!)

Lior Arussy
One of the world’s authorities on customer experience, customer centricity, and transformation, Lior Arussy delivers results. His strategic framework converts organizations from product- to customer-centricity. It is drawn from his work with some of the world’s leading brands: Mercedes-Benz, Royal Caribbean, Delta Air Lines, MasterCard, Novo Nordisk, Walmart and more.Arussy is also the author of seven books, including Next Is Now (May 2018)

1 COMMENT

  1. You are right on Lior. Whether or not you like Gaga or her music, she is speaking for a new generation of consumers… and employees by the way!
    Find a UNIQUE way to serve them or they are gone in a flash.
    Teresa Allen
    Author: Common Sense Service

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