Currently, I’m in southern California about to speak at an enormous conference for the National Association of Music Merchants (NAMM). Tammy and I decided to come over from Las Vegas for NAMM just a bit early. We heard so much from friends and fellow speakers about what an amazing event this is we wanted to experience as much of it as we could.

And, after just one evening, I can already see how right they are. We strolled around in the Convention Center area, the Hilton, and the Marriott, and heard fantastic live music. We also enjoyed a spirit of fun and positive good times from the huge crowd.

Candidly, there was a moment in the evening when Tammy asked me if I was a little bit “down.” I replied that I was. There was fantastic talent on display. It was all from singers and bands that few would recognize. It dawned upon me – and made me a bit sad to consider — how miniscule these performer’s chances were of finding a level of success like the icons of the music industry.

So, why do they continue to pursue it?

Several years ago, I interviewed several financial advisors for a project to determine the elements of extraordinary success in that business. As small and trite as it may sound, I found it came down to one pivotal aspect.

Some advisors viewed creating a client experience as one of those things that they had to do. They saw themselves as financial experts who the marketplace expected to play nice with clients investing with their practice. In other words, it wasn’t something they enjoyed – or even prioritized – but, it was a cost of doing business, a chore to be performed.

However, the extraordinarily successful advisors had a totally different outlook. They perceived themselves somewhat as a concierge. Their goal was to be of service in any aspect of their client’s life. Many of the most elite advisors were unable to describe how they could perform any function of their fiduciary responsibility without including a superior client experience.

These top producers expressed, “It’s just who I am.” An amazing relationship with their clients was the source of their greatest joy in their profession. It was part of their professional DNA.

I suspect a similar aspect is at play here at NAMM. Whether they are making a lot of money or not, music is “just who they are.” The engagement with the audience for the performers – or with their customers for the music stores – is part of their professional DNA.

How do YOU feel about customer engagement?

Whether it is an audience at a concert, a client in your financial services practice, or a customer at your business, is delivering an Ultimate Customer Experience ® part of your DNA?

Is creating the highest level of engagement “just who you are”? Or, is it something you have to do because the marketplace now expects it?

The difference might appear subtle at first. But, the results created by the right mindset and approach can generate exponentially better results and lifetime customer value.

• Would you like to be in the audience at a concert of a musician who felt as though she had to be there because her manager and the marketplace expected it?
• Or, would you rather attend a show by a performer who felt that creating an amazing experience for her audience is just “who she is” and part of her DNA?

YOUR audience – your customers – feel exactly the same.