8 Customer Experience Lessons from Paul McCartney

On 19 July 2013, I watched Paul McCartney play the first rock

concert ever at Seattle’s Safeco Field. He delivered an

incredible performance.

As I reflect back on the event, I recognize some core customer

experience lessons for any business.

Introduction

Lesson 1

Give customers

what they want

Lesson 1

Give customers

what they want

Most of the concert consisted of Beatles favorites, satisfying the desires of the audience. After opening with Eight Days a Week, McCartney played dozens of classics, including Let It Be, The Long and Winding Road, Hey Jude, and Yesterday, plus Wings songs like Live and Let Die and Band on the Run.

Lesson 1

Give customers

what they want

Takeaway:

If your customers

love something you

offer, continue to give

it to them.

Lesson 2

Stay current and

relevant

Lesson 2

Stay current and

relevant

The technology for this concert was impressive. Massive video screens stood to the left and right of the stage showing, with exceptional quality, close-ups of the performance mixed with creative animations and archival photos and videos. The pyrotechnics during Live and Let Die were incredible!

Cc: Luc-Viatour

Lesson 2

Stay current and

relevant

Takeaway:

Don’t stand still.

Adapt and modernize

your offerings.

Lesson 3

Celebrate your

achievements

without boasting

Lesson 3 Celebrate your

achievements

without boasting

The Beatles, of course, were influential far beyond creating music. McCartney told a story of a meeting with the Soviet Union’s Defense Minister. The Defense Minister commented “We learn English listening to Beatles records. Hello, Goodbye!” The story was told with a very matter-of-act delivery, without a hint of ego or boasting.

Lesson 3

Celebrate your

achievements

without boasting

Takeaway:

Claim credit for your

accomplishments

when it’s justified, but

don’t falsify or

exaggerate them.

Lesson 4

Surprise & Delight

Lesson 4

Surprise & Delight

During McCartney’s second encore, he welcomed the surviving members of Nirvana (Dave Grohl and Krist Novoselic, along with Pat Smear) to the stage. It was the first time the Nirvana alumni had performed together in Seattle in more than 15 years.

Lesson 4

Surprise & Delight

Takeaway:

Even when your

customers know

what to expect and

are getting it, it’s

valuable to surprise

them with something

completely

unexpected.

Lesson 5

Personalize and

localize the

experience

Lesson 5

Personalize and

localize the

experience

Lots of artists give lip service to this, inserting “Hello, Seattle!” early in their event and McCartney followed suit. However, he went further, making it seem more sincere. He acknowledged the historic “first concert ever” at Safeco Field. In addition, he celebrated Nirvana’s local Seattle connection when he introduced them.

Lesson 5

Personalize and

localize the

experience

Takeaway:

Understand what’s

unique and personal

about your customer

and build an

experience to match.

Lesson 6

Show gratitude and

respect

Lesson 6

Show gratitude and

respect

The concert featured two separate memorial tributes recognizing John Lennon and George Harrison. In spite of whatever differences McCartney may have had with each of them, his affection for them and his celebration of their accomplishments were genuine. The recognition was accompanied by video montages, followed by songs specifically associated with John and George.

Lesson 6

Show gratitude and

respect

Takeaway:

No one, no matter

how talented,

achieves success

alone. Acknowledge

and thank those who

help you.

Lesson 7

Give people their

money’s worth

Lesson 7

Give people their

money’s worth

On this tour, McCartney and his band have consistently played two hour sets (or longer). Fans across the country have been thrilled with the thorough coverage of the Beatles (and Wings) song catalog.

Lesson 7

Give people their

money’s worth

Takeaway:

Provide value to your

customers – exceed

their expectations

whenever possible.

Lesson 8

Enjoy yourself

Lesson 8

Enjoy yourself

Several times throughout the concert, McCartney paused and addressed the crowd with comments like “I knew we were going to have a good time!” Once, as the nearly full moon rose over the stadium, he stopped to admire it, commenting on its splendor. For the entire evening, his delight and excitement were infectious.

Lesson 8

Enjoy yourself

Takeaway:

If you have fun, your

customers will sense

it and will share your

joy.

Next Steps

To Learn more about applying these

Customer Experience lessons, please

download our eBook, The New Global

Customer Experience Management

Mandate

Thank You!

Daryl Orts dorts@sdl.com

@DarylOrts

http://www.sdl.com

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