Customers Make Sweet Music
Companies aren’t the only business entities asking customers what they want. Today even musicians are creating customer engagement by asking for feedback.
During my morning drive yesterday I was listening to the Scott & Todd Big Show on WPLJ in New York. They were interviewing Barry Manilow about his upcoming album, which features him singing a selection of songs from the 1960s. When Scott and Todd asked Barry how he chose the songs he said that he and his producer selected 250 songs that would be a good fit for Barry’s voice and style. Then, Barry sent the list to his fans who have opted in to received emails from him and asked them to choose their 10 favorites.
According to Barry, there were many commonalities among the choices. He made the final selection of songs from that fan input. I think he accomplished two things in doing so: 1) he created engagement among his fans by asking for their opinion; and 2) he increased the likelihood of both purchase and recommendation among those fans by having them help “craft” the album. Now that’s a sweet melody.
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