What “The Boss” and a legendary venue, Oriole's Park, can teach us about Customer Experience

Last night, I crossed off one of my “bucket list” items. I saw Bruce Springsteen in concert—not at Madison State Gardens or Rigely Field, but at Oriole’s Park, the legendary baseball venue in my former “hometown” of Baltimore, Maryland.

It was a rare and exclusive opportunity that I couldn't pass up. A good friend and fellow businesswoman asked me to attend this historic concert as her plus one. Only two live acts have played a concert at Oriole’s Park: Paul Mc Cartney, Billy Joel, and Bruce Springsteen. And now, I was about to witness the third.

As I settled into my seat, I didn’t expect to analyze the customer experience. But the breathtaking view (where we saw the skyline light up behind the stage beautifully) and the actual show itself…made me realize there was much that could be learned from these two legendary brands about delivering on “brand promise” and executing good customer experience in any industry.

Oriole's Park delivered a great corporate suite customer experience

From the moment we arrived, as we like to say in the event’s business “on property” (in this case, lot B, thanks to the primo parking pass steps away from the entry to the stadium), to when we took our seats…Oriole’s Park delivered a fantastic experience. Parking attendants were helpful and courteous, and security and entry personnel were professional and efficient. Even getting up to the suite level was painless and relatively unchaotic for a sold-out concert of this proportion, with a sell-out crowd. With a total capacity of 45,971 (over 2,000 more than the number of residents in Annapolis, Maryland, where I live), it took us minutes to walk from our spot in a nearby lot to our suite. That, in and of itself, is a CX win.

Welcoming us to the suite itself was Roxanne, our incredible guest attendant, who did everything from keeping the delicious buffet (of some of the best food I’ve ever had at a stadium for any event) and drinks stocked to showing me where I could charge my phone, and also, where we could buy merch from the show if we were interested. She and the entire corporate partnership team were excellent hosts…I can see why there’s a waiting list for corporate suites; the experience at Oriole’s Park is fantastic.

The Boss's Billionaire status is due to smart business moves, and knowing how to deliver a fantastic fan (or customer) experience

The Boss’s worth has boosted quite a bit in the last few years, specifically. Back in 2021, he sold most of his catalog of music to Sony for approximately $550 million. At the time, it was a record-breaking transaction—and an indeed “boss” move—One that is now considered one of the most expensive transactions between a company and an individual artist for their work in history. Just as well, Springsteen sold a whopping $1.6 million in concert tickets in 2023. That alone generated approximately $380 million in total revenue. If $380 million in income doesn't make a compelling case for being intentional about customer experience, I don't know what will.

As I watched Bruce deliver a world-class live show and marveled at the fact that I’ve loved his music since I first heard Born in the USA, his seventh studio album, released in 1984 by Columbia Records, I wanted to sing along to that song in the USA (despite being Canadian). I got to do it last evening. His music made me feel happy, accessible, and unique. It was a personal journey back to my youth when I wanted to be Courtney Cox more than anything, as I danced along to the music, watched my MTV, and sang with a hairbrush in my hand.

Last night, Bruce, 74, played 30 songs in a marathon set… and all his legendary E-Street Band members delivered a top-notch performance. For two and a half hours, Bruce, the CEO and leader of the ensemble, MC’eed the show with aplomb, style, and grace. He coached the crowd to “dance more” and to “fully enjoy the experience.” At one point, asking if we thought we could “outlive the E-Street band.” No matter how long ago he started his career, as you watched, you understood you were in the presence of greatness. He checked in with his “guests” (us, the spectators) and took the crowd's pulse often…He even walked the whole front area of the orchestra seating, taking time to shake hands, sign autographs, and take pictures with fans.

I didn’t pay for my ticket last night because I was fortunate to be a guest. However, if I had had to pay, I would have done so in a heartbeat and not feel bad about it. Why??Because Bruce, the E-Street Band, and Oriole’s Park delivered a great experience.

So…why am I telling you this? The answer is simple… There are only two ways to compete in any competitive industry: Price or customer experience.

Optimized Customer Experience is the key to delivering Superior Customer Experience, which wins loyal and enthusiastic customers. Enthusiastic customers become your most effective and sustainable form of advertising; they drive "word of mouth" and referral business.

For those who don’t know or understand Customer Experience, here's a bit about what it is.

Customer experience (CX) is a customer's overall experience of a brand or company based on their interactions with that brand across all touchpoints. These touchpoints can include:

• Products and services: The quality, functionality, and value of the products or services.
• Customer service: The helpfulness, responsiveness, and efficiency of customer support interactions.
• Marketing and communications: The messaging, branding, and overall customer communication.
• Website and online experience: The ease of use, design, and functionality of the brand's website and online channels.
• Physical locations: The atmosphere, layout, and service provided at physical stores or places.

CX encompasses everything customers encounter when interacting with a brand, from the initial purchase to ongoing support. A positive CX can lead to customer loyalty, repeat business, and positive word-of-mouth recommendations.

CX does NOT require much money; it requires INTENTION and a deep knowledge of your customers and what they like, don’t like, and want. Any company, organization, or size can provide great CX.?

Both of those are phenomenal examples of well-executed Customer Experience.

What does that kind of intention do? It fosters immediate connection and trust. 9-10, that customer will return before going anywhere else.

Customer experience (CX) has become more crucial than ever for several reasons:

1. Digital Age and Social Media: The rise of social media and online platforms has given customers a powerful voice. Negative experiences can be shared instantly with a wide audience, potentially damaging a brand's reputation.
2. Increased Competition: In today's competitive market, businesses must differentiate themselves. A superior customer experience can be a significant competitive advantage.
3. Customer Loyalty: Satisfied customers are more likely to be loyal, repeat business, and recommend a brand to others. This can lead to increased revenue and reduced customer acquisition costs.
4. Evolving Customer Expectations: Customers have higher expectations than ever before. They demand personalized, convenient, and seamless experiences across all channels.
5. Economic Uncertainty: Customers may be more cautious with their spending in uncertain economic times. A positive customer experience can help build trust and loyalty, making customers more likely to choose a brand even during economic downturns.

Providing a great customer experience is essential for building a solid brand, fostering customer loyalty, and driving long-term business success.

A minimum customer experience should include the following:

1. Responsiveness: Customers should receive timely and helpful responses to their inquiries, whether through email, phone, or chat.
2. Clarity and transparency: Information about products, services, and policies should be clear and easily accessible.
3. Respect: Customers should be treated with respect and courtesy, regardless of the nature of their interaction.
4. Problem resolution: If issues arise, companies should resolve them promptly and effectively.
5. Consistency: The customer experience should be consistent across all channels and touchpoints.

While these are essential requirements, meeting them consistently can significantly improve customer satisfaction and loyalty. Again, any size business or organization can have a great customer experience. It starts with wanting to…

I encourage every business owner to “mystery shop” or have someone “mystery shop” their business regularly. The results can be pretty astounding. Most business owners are very busy keeping the business going, and few set aside intentional time to work on the company.

Still, trying to figure out how you can improve your CX? Are you wanting to learn more about it, and how it can be a game-changer in your business? I can help. Feel free to contact me here on LinkedIn, and let’s talk about it.

Have you had an excellent or horrible customer experience recently?y Oriole's Park

From the moment we arrived, as we like to say in the event’s business “on property” (in this case, lot B, thanks to the primo parking pass steps away from the entry to the stadium), to when we took our seats…Oriole’s Park delivered a fantastic experience. Parking attendants were helpful and courteous, and security and entry personnel were professional and efficient. Even getting up to the suite level was painless and relatively unchaotic for a sold-out concert of this proportion, with a sell-out crowd. With a total capacity of 45,971 (over 2,000 more than the number of residents in Annapolis, Maryland, where I live), it took us minutes to walk from our spot in a nearby lot to our suite. That, in and of itself, is a CX win.

Welcoming us to the suite itself was Roxanne, our incredible guest attendant, who did everything from keeping the delicious buffet (of some of the best food I’ve ever had at a stadium for any event) and drinks stocked to showing me where I could charge my phone, and also, where we could buy merch from the show if we were interested. She and the entire corporate partnership team were excellent hosts…I can see why there’s a waiting list for corporate suites; the experience at Oriole’s Park is fantastic.

As I watched Bruce deliver a world-class live show and marveled at the fact that I’ve loved his music since I first heard Born in the USA, his seventh studio album, released in 1984 by Columbia Records, I wanted to sing along to that song in the USA (despite being Canadian). I got to do it last evening. His music made me feel happy, accessible, and unique. It was a personal journey back to my youth when I wanted to be Courtney Cox more than anything, as I danced along to the music, watched my MTV, and sang with a hairbrush in my hand.

Last night, Bruce, 74, played 30 songs in a marathon set… and all his legendary E-Street Band members delivered a top-notch performance. For two and a half hours, Bruce, the CEO and leader of the ensemble, MC’eed the show with aplomb, style, and grace. He coached the crowd to “dance more” and to “fully enjoy the experience.” At one point, asking if we thought we could “outlive the E-Street band.” No matter how long ago he started his career, as you watched, you understood you were in the presence of greatness. He checked in with his “guests” (us, the spectators) and took the crowd's pulse often…He even walked the whole front area of the orchestra seating, taking time to shake hands, sign autographs, and take pictures with fans.

I didn’t pay for my ticket last night because I was fortunate to be a guest. However, if I had had to pay, I would have done so in a heartbeat and not feel bad about it. Why??Because Bruce, the E-Street Band, and Oriole’s Park delivered a great experience.

So…why am I telling you this? The answer is simple… There are only two ways to compete in any competitive industry: Price or customer experience.

Optimized Customer Experience is the key to delivering Superior Customer Experience, which wins loyal and enthusiastic customers. Enthusiastic customers become your most effective and sustainable form of advertising; they drive "word of mouth" and referral business.

For those who don’t know or understand Customer Experience, here's a bit about what it is.

Customer experience (CX) is a customer's overall experience of a brand or company based on their interactions with that brand across all touchpoints. These touchpoints can include:

• Products and services: The quality, functionality, and value of the products or services.
• Customer service: The helpfulness, responsiveness, and efficiency of customer support interactions.
• Marketing and communications: The messaging, branding, and overall customer communication.
• Website and online experience: The ease of use, design, and functionality of the brand's website and online channels.
• Physical locations: The atmosphere, layout, and service provided at physical stores or places.

CX encompasses everything customers encounter when interacting with a brand, from the initial purchase to ongoing support. A positive CX can lead to customer loyalty, repeat business, and positive word-of-mouth recommendations.

CX does NOT require much money; it requires INTENTION and a deep knowledge of your customers and what they like, don’t like, and want. Any company, organization, or size can provide great CX.?

Both of those are phenomenal examples of well-executed Customer Experience.

What does that kind of intention do? It fosters immediate connection and trust. 9-10, that customer will return before going anywhere else.

Customer experience (CX) has become more crucial than ever for several reasons:

1. Digital Age and Social Media: The rise of social media and online platforms has given customers a powerful voice. Negative experiences can be shared instantly with a wide audience, potentially damaging a brand's reputation.
2. Increased Competition: In today's competitive market, businesses must differentiate themselves. A superior customer experience can be a significant competitive advantage.
3. Customer Loyalty: Satisfied customers are more likely to be loyal, repeat business, and recommend a brand to others. This can lead to increased revenue and reduced customer acquisition costs.
4. Evolving Customer Expectations: Customers have higher expectations than ever before. They demand personalized, convenient, and seamless experiences across all channels.
5. Economic Uncertainty: Customers may be more cautious with their spending in uncertain economic times. A positive customer experience can help build trust and loyalty, making customers more likely to choose a brand even during economic downturns.

Providing a great customer experience is essential for building a solid brand, fostering customer loyalty, and driving long-term business success.

A minimum customer experience should include the following:

1. Responsiveness: Customers should receive timely and helpful responses to their inquiries, whether through email, phone, or chat.
2. Clarity and transparency: Information about products, services, and policies should be clear and easily accessible.
3. Respect: Customers should be treated with respect and courtesy, regardless of the nature of their interaction.
4. Problem resolution: If issues arise, companies should resolve them promptly and effectively.
5. Consistency: The customer experience should be consistent across all channels and touchpoints.

While these are essential requirements, meeting them consistently can significantly improve customer satisfaction and loyalty. Again, any size business or organization can have a great customer experience. It starts with wanting to…

I encourage every business owner to “mystery shop” or have someone “mystery shop” their business regularly. The results can be pretty astounding. Most business owners are very busy keeping the business going, and few set aside intentional time to work on the company.

Still, trying to figure out how you can improve your CX? Are you wanting to learn more about it, and how it can be a game-changer in your business? I can help. Feel free to contact me here on LinkedIn, and let’s talk about it.

Have you had an excellent or horrible customer experience recently?

Please put it in the comments, and let's discuss it. Robust and intentional customer experience is the single most differentiating factor in business growth in this era. What do you think about it? Thanks in advance for sharing this article or commenting; I genuinely appreciate it.

#CX #customerexperience #clientjourneys #unbelievablehospitality #clientexperience #marketing #productivechange #intentionalbusiness #womeninbusiness #womenbusinessowners #loveyourclients