How do you keep your audiences coming back for more? World-class art? A triple-digit marketing budget? How about making friends with them and creating an awesome experience from the moment they enter your space to the second they exit?
Scott Stratten, in last year’s NAMP Conference keynote speech, said, “We don’t share brochures. We don’t share logos. We share awesome. We share experiences.”
How is your organization crafting the total experience for your audience, or is it? Too often in the administrative world we get caught up in the questions of how we find new audiences and how we get those audiences to give us more money.
Those are valid questions, but exist in the before and after of the actual art experience. As administrators, we need to be more concerned with the “during” portion of the audience member’s visit, as this is the best time to turn them into friends. The customer’s personal experience with our organization does not begin when the lights go down, or when they stand in front of a painting, it begins the minute they pick up the phone to buy tickets or they step in the door for the show. It doesn’t end with the applause; actually, the goal is for it not to end, but to grow into a personally (and, yes, financially) valuable relationship.
Yes, the art itself is of the utmost importance. You don’t go to a restaurant, have a bad meal and exceptional service, and say, “Oh, I have to go there again, the food was awful, but that waiter!” But the reverse is often true: you can partake of a wonderful meal—or show—and have terrible service but go again because the product was good.
Imagine what would be said about your organization if you combined your great art with exceptional service: “I love coming here because you’re all always so friendly.” Or “I feel like I’m part of the family and wanted my friends to meet you.” Crafting an exceptional customer service mindset within your entire organization is the fastest way to start creating those awesome experiences that your audiences will share. Read the rest of this entry »