Data driven decisions
As I’ve previously written, the old ways of measuring success in the arts can no longer solely rely on ticket sales.
With a CX strategy, you get additional metrics that complement the traditional metrics quite nicely.
Begin to implement loyalty metrics to gain an even greater understanding of how our customers act, and how often they choose to use your services and if they are likely to recommend you to heir peers.
1. First-Time vs. Returning Visitor Ratio
➡️ Tracks how well you attract and retain audiences.
Returning visitors = loyalty and satisfaction.
First-timers = growth and new reach.
Together, they reveal whether CX builds lasting relationships.
2. Customer Effort Score (CES)
➡️ “How easy was it to buy tickets / find info / navigate the venue?”
Especially important in arts/culture where complex booking systems and ticket policy or confusing signage can be friction points.
Lower effort = better experience.
3. Dwell Time & Engagement On-Site
➡️ How long do people spend in your space beyond the main event?
Do visitors stay in the lobby, shop, café, or post about it online? Are they allowed to dwell or even encouraged to?
Higher dwell time usually means better emotional connection and more secondary spend.
4. Emotional Response & Experience Surveys
➡️ Post-event quick surveys: “How did this performance make you feel?”
Goes beyond satisfaction → captures emotional impact.
Can be quantified (happy / inspired / bored / confused).
A powerful tool for artistic organizations, where the mission is to move people.
✨ Bonus metric
5. Digital Advocacy Rate
➡️ The precentage of visitors who tag you, post photos, or share experiences online.
A modern CX signal of satisfaction and cultural relevance.
It’s no longer only about what your customers can do for you, but increasingly what you offer them.
