What Rock Bands Can Teach Companies About Customer Retention
Recently, I had the honor and pleasure of manning the Bucovina merchandise stand again.
I love going to concerts, especially rock, and my favorite bands have realized something that not all companies do: creating and maintaining a relationship with your audience keeps you alive — especially in this economy.
That means more than delivering a great show or making the audience part of it through interaction. Perhaps most importantly, it means taking the time to interact with fans after the concert is over.
For the artists, it may mean an extra hour of their time. For the fans, it’s something special.
It always puts a smile on my face to see adults of all ages absolutely over the moon after getting an autograph, taking a photo, or simply having a two-minute conversation with one of their favorite artists.
This is how retention is built.
And it works.
After spending enough time at concerts and behind merchandise stands, I’ve started recognizing people I’ve seen multiple times in the audience.
They come back.
That’s customer retention in perhaps one of its most human forms: give people an experience worth returning for, and build a relationship that doesn’t end the moment the transaction does.
