Terrific night last night at Co-op Live with my lovely daughter and the still fabulous Take That. But this isn't about Take That...
This is about how, after such a shaky start, beset with delays, operational disasters and a PR nightmare, Co-op Live absolutely delivered last night on the thing that matters most, the experience.
From understanding the local area - the venue is signed from miles away, to direct those on foot, and counts you down to the venue. To their ways of working with TfGM (a significant logistical partner in running these events) - with free tram travel with every ticket to reduce traffic and pollution, special event timetables and loads of extra TfGM staff to get thousands of people moving in and out efficiently. (Manchester always excels at this).
To the little touches. Seats with cup holders, for those inclined to have a glass of wine and wave their arms. Recyclable cups that you can hold between your knees that dont collapse! And rows and rows of ladies' loos! Hurrah!
An app that is simply designed and directs you to your, brilliantly signed, entrance and seat.
Most unusually these days, they are over staffed. Not understaffed. Helpful people, everywhere. Really visible in their bright Co-op colours, directing, advising, smiling! Doing the things the tech can't do, as opposed to the things the app can do brilliantly.
What I experienced then was a great concert, in excellent company, that was hassle free and well managed. But what I'll remember is how the little moments of delight made me feel.
It's easy to over estimate how much people care about a product or service. Customers expect them to work and be useful. What brands underestimate at their peril is how to make that journey delightful, - be that well thought out, small moments in the journey or strategic partnerships that really work.
Concerts are great. But that concert was great, and effortless, fun and slick. I can't wait to go back.
Which I'm doing next week actually....!
