Super Trouper: The Enduring CX Appeal of ABBA

Super Trouper: The Enduring CX Appeal of ABBA

Despite the cheesy headline (and for that I hang my head in shame) I’m not much of an ABBA fan. So, when some friends suggested we go see ABBA Voyage with the ‘Abbatars’, I was sceptical – intrigued, but sceptical.

And reader, I loved it. Loved it so much, in fact, that I voluntarily went again last month. Who knew?

Naturally, this got me thinking: what made this such a great experience, and what lessons can we take for the fusion of emerging technology and customer experience?

The most striking thing? It felt authentic. Not ‘life-like’ in a creepy way, but honest. We knew we were interacting with 12-foot holograms, and the show even poked fun at it. No pretence, no guile – just honesty.

And, despite the avatars, it was bursting with personality. Each ‘Abbatar’ reflected the quirks of the original four, and they spoke to us as real people.

While this was clearly a commercial venture, it didn’t feel like one. The joy and celebration came first, with commercial success as an outcome. You know those experiences where you feel like you’re being fleeced at every turn? This wasn’t one of them – it left a smile, not a sour taste. (And meant I was delighted to return.)

Of course, ABBA Voyage is an experience in the literal sense. Many of us are also searching for meaningful experiences in customer journeys. But – sometimes the conversation about the latest, sexiest tech solutions focuses on anything but the customer and creating an experience for them.

Interestingly, the number of independent booksellers in the UK and Ireland are at a 10-year high. Perhaps there’s a clue in that for what some customers are missing. But we’re not all little independent businesses servicing a small but loyal following so what does that mean for us?

How do we strike the balance between removing friction and remaining friendly?

When does ‘effortless’ become ‘soulless?’

Are we assuming the need for speed and eschewing the need for joy?

Does a conversation with a brand ‘get in the way of’ or oil the wheels of a lasting relationship?

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A few things to consider:

Technology is great, but it’s not the outcome. It’s a vehicle to deliver an experience, not the experience itself.

What’s core to our brand? What’s its ‘soul’? And how can we bring that to life for our customers?

If technology merely becomes an efficiency driver rather than an engagement driver, where does the opportunity for emotional loyalty lie? How can we build a sense of personality in?

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Ultimately, we need to find a happy marriage between efficiency, scalability, and the human touch – whether literal or virtual. Don’t be tempted to let the former outshine the latter.?

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As those talented Swedes said:

Without a song or a dance, what are we?

So I say thank you for the music, for giving it to me

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Take action by:

Understanding your customer needs – emotional and functional. This is more important now than ever.

Be clear about who you are – not just what you do.

Dropping us at line at [email protected]. We’d love to bounce some ideas around with you.