According to an Entrepreneur article, how do you get customers to notice the release of a new product? If you’re Taylor Swift, you delete your social media history and then drop a video of yourself in a $10 million diamond bath. Although it’s a bit unorthodox, her approach worked.
The “Look What You Made Me Do” video racked up more than 43 million views in 24 hours, according to Variety — crushing the record for views of a debut video. By the time it became available through streaming services, Swift’s Reputation album had already spent three weeks in the Billboard 200’s No. 1 spot.
What made Swift’s album release so massive? She knows her fan base well enough to create exactly the type of hype her millions of followers respond to best. Brands can follow suit by looking for opportunities to get the attention of their own fans. Swift’s fans follow her religiously on Instagram, but if, say, General Electric deleted its Instagram posts, few people would notice and even fewer would care. Entrepreneurs should first find out where their customers are and what they care about in order to figure out the best way to get them to take notice.
What’s the customer experience ‘end game’?
Customers want to feel like they matter, but all too often, they end up feeling like little more than a number. This feeling isn’t unjustified. What’s the first thing the typical business does when it gets a new customer? It assigns that new customer an account number.
Swift differs from a typical business by looking at her customers as unique individuals, even though her millions of fans far exceed the number of customers of a typical business. Swift broadcasts general information to all her followers, of course, but she also goes out of her way on an almost daily basis to engage at an individual level with at least some of her fans.
In a world where the bar for the customer experience is so low that even the most skilled limbo dancer couldn’t slide beneath it, the way businesses interact with customers is more important than ever. Businesses often use size to justify their lack of a positive customer experience. While a startup can offer customers a personalized interaction at the beginning, many businesses find it difficult to keep individualized attention and care a priority as they start to add more customers and hire more employees. There are ways to keep the focus on customers’ experiences, though, and Swift’s success in doing this at scale offers three great lessons:
Read more here: https://www.entrepreneur.com/article/312167