We often forget that the “secondary” customers are an important part of…
I’ve been a huge fan of Cirque du Soleil shows since 1998, when “O” first opened at the Bellagio and I had the chance to see this new show. “O” is fantastical journey where the stage morphs between dry land and a wavy ocean in a captivating narrative. I can close my eyes and remember that first performance like it was yesterday (even though I’ve seen that show seven times since!).
Last weekend I had the chance to see LUZIA, Cirque’s newest traveling show. Inspired by the richness of the Mexican culture, the show’s intention is to fuse the words luz (Spanish for light) and lluvia (Spanish for rain). The way light and rain partake in the performance is truly magical.
The secret to creating a remarkable experience is to tap into your customers’s emotions. The creators at Cirque are some of the best in the world at using emotions to enhance the customer journey. As their fan, I can’t decide whether the images, the story line, the humor, the lights, the music, or the electricity in the air was the most impressive part of the show!
When your customers struggle to identify their favorite part of the experience, that’s how you know you have succeeded. Check out this trailer for LUZIA and do everything in your power to get to a Cirque show (whether LUZIA or something else) as soon as possible. I promise you won’t be disappointed.
At one point in the first act of LUZIA, water began to fall from the ceiling. As the water fell faster and faster, it created a visible wall in the middle of the stage.
We’ve all seen walls of water, but this one was different. As the music crescendoed, designs appeared in the water. Birds, flowers, and faces began to weave in and out of the flowing stream in a visual dance that paired with the incredible music.
There are times in life where you see something remarkable, and once you’ve seen it you can’t unsee it. This was one of those moments. I will never look at a fountain or a waterfall again without expecting to see images dancing in the water.
I wanted to capture it for you, but I was so mesmerized that I didn’t take my camera out fast enough to snap a picture and share it. Luckily, I found this one online that captures the moment when a fish is going to eat the show narrator. (Photo credit to Phillip Welty – @phil_welty)(http://instg.us/phil_welty/)
The group I attended the show with unanimously agreed that even though the visuals were amazing, the most interesting aspect of LUZIA was the music. The soundtrack was incredible and took us on an emotional journey that perfectly accompanied the stunning visuals.
Many businesses give great consideration to their brand “look,” without stopping to think about how their brand sounds.
Spend some time exploring the soundtrack of your brand. At different parts in the customer journey, is the music faster or slower? As your customer moves through the experience of working with you, is the sound louder or quieter? Are there parts that are more engaging, while others are more distant?
You can think of this literally or metaphorically… Explore the score of your customer journey to find ways to match sound with the experiences you create for your customers.
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