Peter Gabriel Helps His Customers Relive The Live Experience!

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I went to see Peter Gabriel perform live at Manchester Arena on Friday night. (For you youngsters, he’s the creative musician, singer and performer, and ex front man of the great band Genesis) It was a wonderful performance full of creativity and great music and it clearly thrilled the thousands who were there (including me!).

The great news is that they, and I, will be able to relive that performance whenever we want because the recording of that specific concert (and all his other concerts on the tour) is available to buy on CD or digital download.

It’s an innovative approach from an innovative man and is a great example of ‘Mass Personalisation’ – allowing individual customers to get what they want, when they want and how they want it!

It’s also a great example of how things have moved on! A few years ago, a live album of a favourite band was a real treat and was the only ‘memory’ you could get of a great concert you’d been to. However, ‘Good Evening, New York!’ is still not the same as ‘Hello Sheffield!’ and you had to just imagine you were there! (I definitely was on a Marillion Live album ‘Real To Reel’ which was recorded at Leicester De Montfort Hall in 1984 – sad, I know!).

Mass Personalisation’ is a brilliant way of being Dramatically and Demonstrably Different. By tailoring your ‘offer’ specifically to individual customers, whether it’s online or offline, it does a number of things:

It….

  • Gives individual customers exactly what they want!
  • Demonstrates to them that they come first!
  • Makes it difficult for competitors to ‘get in’ if you’ve got that ‘recipe’ right!

The result is ‘delighted’ and ‘devoted’ customers who have raised expectations that others have to try and match (at least) just to get in there.

So, what can you do about this? For ‘personalisation’, think systems, think technology, think people! It could be either or all of these – Your challenge is to work out what works best for you and, more importantly, your customers!

SO….. DON’T GIVE UP! It’s an opportunity to make a difference BIG TIME! (3 of Peter’s songs for the uninitiated!)

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.

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