Many businesses struggle because of a failure to develop great customer experiences at their touch points and the same is true for musicians. So today, I want to give you a tool I was introduced to by Tabetha Taylor when I was a Product Manager: The Customer Experience Pyramid.
(Bottom Part says: What your customers will experience with you)
What it Means
The pyramid is a reminder your goals are supported by, and will ONLY be supported by a foundation of customers. Two points:
- are the foundation for your career. Period.
- Therefore, what your customers – fans, supporters, fellow musicians, actual customers, club owners, etc., etc., etc. – experience with you MUST be purposeful if you want to reach your goals.
- Everything else is supported by this foundation.
But even though pyramids work from the bottom up, you’re going to use this tool from the top down using four steps.
Step One
First, you must decide your exact goals in detail. The more defined they are, the easier the rest of the steps are to do.
Step Two
Once you know what you want, ask yourself these two questions:
- Who do I need to have help me reach these goals (your specific set of “customers”)? Make a list of all these people either by name and/or in groups. For instance, as a drummer, my customers were producers, other players (particularly bass players), singers, and singer/songwriters because those were the people that hired drummers.
- What specific actions do you want each of them to take? I wanted producers to hire me. I wanted other players to recommend me and hopefully demand I be the drummer when they worked. I wanted singers and singer/songwriters to recommend me and hire me to play live and on their demo recordings.
Step Three
With a clear picture of who they are and what you need them to do, figure out what they all have to believe about you so they’re personally motivated to take those actions. So using me as an example again I’ll give one answer for each group. You will have multiple answers (and “that I’m great” doesn’t count):
- Producers: That I created great sounding and feeling drum tracks fast.
- Players: That I was fun to play with musically and personally.
- Singers and singer/songwriters: That I made THEM sound incredible.
Step Four
The last step is to then figure out what all these people have to experience every time you’re interacting so they believe everything in Step Three.
What are you doing to make sure every touch point creates the purposeful customer experience you need to build your career?
