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08

Dec

Coldplay and customer intimacy

What customer intimacy lessons can we learn from Coldplay? In our case, we had the cheap seats right in the back row of the East stand, so we expected to feel somewhat removed from a best-in-class customer experience! However, we found the opposite, so how did Coldplay achieve this?

Coldplay: customer experience

In the weekend I attended the Coldplay concert in Auckland and came away totally impressed. First qualification is that I like Coldplay, but I would not say I love them. But my wife does, so off we went!

At Intergen, we work with companies who are constantly focused on what creates customer intimacy, as this is a sure way to build loyalty, repeat business and access the cheapest marketing in the world (word of mouth referrals). 

1) Everyone is part of the show – on arrival we were issued wrist bands that were activated with various coloured lights as part of the show. For one, this was really visually appealing and dynamic, and it also made every one of us part of the show. A great way to ensure full engagement, even in our “cheap seats”.

2) Appeal to the psychology of your audience – New Zealanders are a proud bunch, so to see Chris Martin wearing our flag during the show built a true connection with the audience. 

3) Show you care – acknowledging the tough time our South Island friends were having after the earthquake, and showing they gave a damn was also a nice touch.

4) Crowd sourcing from fans – part way through the show they played an Instagram message from a Kiwi fan who had requested a song – a nice touch to show that their Kiwi fan base counts.

5) Really connecting with your audience – on top of heading out and playing a few songs on the long stage that extended into the middle of the crowd (those up front with the “hottest ticket in town”), they also had another smaller stand-alone stage in the back section of the standing only areas. This was a really nice touch, bring the show closer to a big part of the audience who were half a football field away from the main action.

6) Acknowledge and connect with people your customers respect – suddenly Chris broke into a rendition of Four Seasons in One Day, a Crowded House classic, then stopping and inviting Neil Finn to come up and join him on stage. A great kiwi anthem with one of our iconic musical talents.

As a side note, Chris Martin also made a special trip to talk on The Edge radio station the day he arrived. He did this to make sure the New Zealand public were aware that Coldplay did not make the draconian rules around what you could or could not take in to the concert venue. Brand Coldplay, damage control in place!

My experience as a customer really opened my eyes to how Coldplay connects with their fans, and the simple but very smart ways they really make each audience in every country feel special. Makes you think: what should your business do to have customers walking away with a smile and their expectations exceeded?

 

Footnote:  They also played “Yellow” to acknowledge our Intergen family who live and breathe our very yellow brand … a nice touch for the great people and all the things they do with our wonderful clients.

Posted by: Steve Scarbrough, General Manager Business Applications | 08 December 2016

Tags: customer experience


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