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“Customer Experience is not just about

passion. It is about profitable results.”

~Lior Arussy

Lady Gaga and Customer Experience Principles

Posted: Jun 20, 2011 by Lior Arussy

Got your attention with this title? No, I am not going to write about the theatrics of Lady Gaga and how they raise the bar on the customer’s expectations for theatrical experiences. I will leave this job to authors Pine and Gilmore and the Disney magic developers.

But Lady Gaga songs are carrying a message to all marketers and customer experience professionals. If you seek to understand the mind of the customer and how to exceed their expectations then listen to their soul food. In this case it is “Born This Way” one of Gaga’s latest hits.

I’m beautiful in my way
‘Cause God makes no mistakes
I’m on the right track baby
I was born this way
Don’t hide yourself in regret
Just love yourself and you’re set
I’m on the right track baby
I was born this way

These words from the chorus of the songs tells the story in a simple way. Translated into marketing language the song says, ‘Don’t try to segment me as part of a pre-determined set of behaviors associated with a certain age group you crafted at a conference in a Manhattan hotel room.’
Today’s customers accentuate their differences and their uniqueness. They resent any attempt to treat them in any other way than a unique individual. The exhibitionism we see daily in social media outlets is spilling into the real world.

Accept me as I am
Don’t try to change me
Love me for who I am

Authenticity is you adapting to me not the other way around.
These are today’s customers’ messages to marketers. This is the ultimate customer experience principle. Treat me as a unique individual.

Fans’ attraction to Lady Gaga has a lot to do not only with the songs but with the medium. She assumed a bold, in-your-face, provocative image in order to shake the establishment. Despite our denials, we are the establishment. The question therefore is how long will it take us to listen to the song. It is broadcast everywhere nonstop. But are we listening? Are we willing to listen to it? The careful listeners will start to understand the implications for their own businesses. The deaf organizations will contact their agent to explore ways to ride their success through sponsorship. (Big mistake!)