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Often when we write about customer experience, we tend to focus on functions like creating customer journey templates, measuring customer experience touchpoints, and selecting a customer experience software platform. Even on the most interesting of days, we might get to discuss an interesting financial linkage analysis and some key strategies that we planned in an Outer Loop initiative.
While I generally find these things to be fun (I wouldn’t be in the industry if I did not), sometimes we get to write about some things that are even more “fun-tastic”. Yes, I am talking about going to the show – the big show, the most talked about show.
There has been no shortage of discussion inside the walls of QuestionPro about the Taylor Swift Eras Tour. Our in-house Swifty started with an impromptu survey that has turned into a media showcase. With headlines like “Is Taylor Swift Saving the Economy?” and “Taylor Swift’s ‘Eras’ Tour Responsible for Nearly $5 Billion in Consumer Spending” splashed across news sites, it is all the more gratifying that we contributed to those headlines through our QuestionPro research.
Read through the first paragraph or two in any of these stories, and you’ll see the QuestionPro name. As I mentioned last week, I get very excited when I see our name in print (or online, as in most of these cases in the modern era).
While that tour wraps up in Los Angeles on August 9th, there is another high-profile tour making its way through the United States, Beyoncé, and her Renaissance World Tour. We decided to run a little test – a research survey – that focused on those that attended either of the events just to get their perceptions. Inspired by our CX Enterprise Software, we measured the Net Promoter Score of the attendees of the tours.
To start with, I decided to conduct an impromptu social media analysis to compare the relative volume of conversations for each artist.
Using Google Trends, it looked like the conversations from June 1st to July 31st surrounding the two musicians’ tours were overwhelmingly about the Eras Tour (without considering if it was positive or negative through any form of sentiment analysis). When we asked individuals how likely they were to recommend the tour they attended to friends and family, both tours received extremely positive Net Promoter Scores:
- Taylor Swift – Era’s tour = 68
- Beyoncé – Renaissance Tour = 71
Note: If you are reading this because you saw Taylor or Beyoncé and you are new and not really sure about the Net Promoter Score, I would recommend that you read up on how that is computed by looking at our information about QuestionPro NPS+ and building an effective customer experience strategy through understanding the Voice-of-the-Customer.
For those familiar with NPS scores, when you consider the range from -100 to +100, we tend to estimate that 25% of brands will have a score below 0. To put the other scores in perspective, a score of 20 or more is pretty good, and any score above 50 would be considered a great achievement.
Let’s take nothing away from either artist (we’re not trying to be Kanye West at the 2009 Video Music Awards); both those scores are amazing. If you consider the entire customer journey for a fan of either attending a concert, there was probably a typical customer journey map lifecycle – awareness of the tour, the anticipation of making a purchase, and perhaps the stress of the purchase decision (some prices were quite high), the event and the evaluation of the entire experience ahead of making a recommendation to others.
Naturally, a die-hard fan is likely to highly recommend such an experience; then, there were others that perhaps joined in the events in support of a relative, partner, or friend but may not have been as enthusiastic as the die-hard supporter. However, for our purposes, let us suppose the segments of participants were relatively the same: What would make for the slight difference in score?
It would not take much research to understand that the CX Reputation for Taylor Swift’s Eras Tour may have been impacted by the ticket-buying experience and the reseller market. The shows by each artist are relatively the same (intentionally) in the varied markets. However, it is the one subtle nuance between the two tours that stands out. While the news cycles discussed exorbitant resale prices on tickets for Taylor Swift shows, the Beyoncé tour had no such “bad press” at the same level regarding the online reselling of concert tickets.
In the Customer Experience space, we frequently talk about the differences between a “great” interaction and even an “above average” interaction in small details. While I did not conduct full cycle customer feedback loop surveys for every fan of each tour, it just goes to show that the “little something extra” (sometimes it is good, sometimes it is bad) can make all the difference between a Promoter and a Passive.
With our 2023 B2C NPS Benchmarks showing E-Commerce companies with an average NPS of 62 and Internet & Software Services with an average NPS of 4, I don’t think Taylor and Beyoncé need to worry too much about the Detractors. If you were able to attend one, I just hope you enjoyed the show.
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