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
incr...
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
a...
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...
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.
...
Lesson 3
Celebrate your
achievements
without boasting
Takeaway:
Claim credit for your
accomplishments
when it’s justified,...
Lesson 4
Surprise & Delight
Lesson 4
Surprise & Delight
During McCartney’s
second encore, he
welcomed the surviving
members of Nirvana
(Dave Grohl and...
Lesson 4
Surprise & Delight
Takeaway:
Even when your
customers know
what to expect and
are getting it, it’s
valuable to su...
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!” ear...
Lesson 5
Personalize and
localize the
experience
Takeaway:
Understand what’s
unique and personal
about your customer
and b...
Lesson 6
Show gratitude and
respect
Lesson 6
Show gratitude and
respect
The concert featured two
separate memorial
tributes recognizing John
Lennon and George...
Lesson 6
Show gratitude and
respect
Takeaway:
No one, no matter
how talented,
achieves success
alone. Acknowledge
and than...
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
l...
Lesson 7
Give people their
money’s worth
Takeaway:
Provide value to your
customers – exceed
their expectations
whenever po...
Lesson 8
Enjoy yourself
Lesson 8
Enjoy yourself
Several times
throughout the
concert, McCartney
paused and addressed
the crowd with
comments like ...
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
Custo...
Thank You! Daryl Orts dorts@sdl.com
@DarylOrts
http://www.sdl.com
Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks,
service marks, images and ...
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8 Customer Experience Lessons from Paul McCartney

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A month ago, I watched Paul McCartney play the first rock concert ever at Seattle’s Safeco Field. He put on an incredible performance; and as I reflect back on the event, I recognize there are 8 core lessons from McCartney that any business should take into account as they begin to implement customer experience management programs.

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8 Customer Experience Lessons from Paul McCartney

  1. 1. 8 Customer Experience Lessons from Paul McCartney
  2. 2. 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
  3. 3. Lesson 1 Give customers what they want
  4. 4. 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.
  5. 5. Lesson 1 Give customers what they want Takeaway: If your customers love something you offer, continue to give it to them.
  6. 6. Lesson 2 Stay current and relevant
  7. 7. 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
  8. 8. Lesson 2 Stay current and relevant Takeaway: Don’t stand still. Adapt and modernize your offerings.
  9. 9. Lesson 3 Celebrate your achievements without boasting
  10. 10. 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.
  11. 11. Lesson 3 Celebrate your achievements without boasting Takeaway: Claim credit for your accomplishments when it’s justified, but don’t falsify or exaggerate them.
  12. 12. Lesson 4 Surprise & Delight
  13. 13. 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.
  14. 14. 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.
  15. 15. Lesson 5 Personalize and localize the experience
  16. 16. 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.
  17. 17. Lesson 5 Personalize and localize the experience Takeaway: Understand what’s unique and personal about your customer and build an experience to match.
  18. 18. Lesson 6 Show gratitude and respect
  19. 19. 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.
  20. 20. Lesson 6 Show gratitude and respect Takeaway: No one, no matter how talented, achieves success alone. Acknowledge and thank those who help you.
  21. 21. Lesson 7 Give people their money’s worth
  22. 22. 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.
  23. 23. Lesson 7 Give people their money’s worth Takeaway: Provide value to your customers – exceed their expectations whenever possible.
  24. 24. Lesson 8 Enjoy yourself
  25. 25. 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.
  26. 26. Lesson 8 Enjoy yourself Takeaway: If you have fun, your customers will sense it and will share your joy.
  27. 27. Next Steps To Learn more about applying these Customer Experience lessons, please download our eBook, The New Global Customer Experience Management Mandate
  28. 28. Thank You! Daryl Orts dorts@sdl.com @DarylOrts http://www.sdl.com
  29. 29. Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
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