I just picked up a book by Harry Beckwith, author of "Selling the Invisible". In his new book "The Invisible Touch" he talks about being in college and buying tickets to a live concert by Laura Nyro (ever heard of her?). She had just had a hit album that combined great lyrics with wonderful melodies. A true shot at greatness...Harry & his girlfriend couldn't wait for the concert. They had spent $8 for the album (this was back in the 1970's), but were willing to shell out $15 each for a ticket to the live concert.
Finally the appointed day arrived, and they got to their 6th row seats, eager for the concert to begin. They sat and waited, and waited...finally she stepped onstage to lots of applause. She went straight to the piano, sat down and the proceeded to perform her top song almost exactly like it was on the album. But what she didn't do was to look around and connect with the audience. Instead she focused on the back of the room and simply performed each song oblivious to the audience. It was a technically perfect performance, hiting all the right notes in the right order, but something was missing...some people loved it, but many, like Harry, felt short-changed. He had decided to spend twice what the album cost in order to experience the live event. He had expected her to connect and to form a relationship with the audience. She didn't. It affected her stardom. Like many, he stopped buying her albums and never went to another of her concerts. Laura faded from the scene, never quite hitting the "Rock Star" status.
The point? When they bought the album, they were buying a product. The concert is a service. People expect services to be personal. It just goes to show that you can love a product, but hate the service. Makes me wonder, what's my job?