While on vacation I saw the “Blue Man Group” in Las Vegas. I was fascinated with how they completely engage the audience the entire show. They added the extra dimension by extending out to the customers throughout the show (walking around, paper all over, personalizing the experience, etc). In 90 minutes they actually established a relationship with the audience. You left not only enjoying the performance and liking the people in the show, but rooting for them and actually having an emotional connection to them.
In most organizations, the score card is “Did we do a great job?” This should be a given. Now, to drive loyalty and penetrate deeper, the additional goal is to establish that emotional connection. This is what makes for internal champions that renew, buy more and become extended sales people for you to acquire new sales. Think Blue!!