Beyond Ticket Sales

Rethinking success in the arts through CX, means that besides the traditional metrics of sales and marketing, organisations need to begin to also look at customer/audience experience as a measure of impact.

This is of course more nuanced, than you might first think. It is actually not enough to send out the occasional “What did you think?” -questionnaires and call it a day. The true measures lie in the everyday knowledge of your customer base, their wants, needs, wishes and actual behaviour. This knowledge is found in customer service roles, in sales and marketing data, your customer engagement online, how they interact with your company and through actually getting to know your customers on a deeper more personal level. Traditional KPI’s (i.e. sales or attendance for example) are no longer enough, you need to look at the bigger picture.

The solution is to capture long term audience loyalty and understand the cultural value of your audience. CX works as a great framework for deeper knowledge and measurement. This means, that your organisation will need to look inwards and analyse how your customers interact with your services - what they like and dislike. What you find will not always be fun, but investing in actual knowledge around your customer journeys will make you better. When you have more knowledge around your customer journeys, you can begin to sketch out an action plan on how to move forward.

A tip on how to get started
Think about your favourite company and the service that they provide.
1. What problem does the service solve for you?
2. How do they treat you as a customer?
3. Why do you choose this particular company over a competitor?

Work backwards from your answers. I guarantee you’ll find new ways of looking at your own work and how you can start to make it better. Remember, to get started, improvement doesn’t always have to mean a great change.