Great customer service is key to being a profitable performing arts presenter. If you think about it, customer service is all that we really do, its central to our success. Its a simple concept but what makes it complex is that we have lots of different customers to serve, simultaneously. I use a broad definition of customer to include all the participants it takes to present an artist to an audience these days including: Board members
Donors, Funding agencies, Government, Staff, Sponsors, Agents, Artists, Tenants, Unions, Contracted Services, And finally the Audience
Each of these "customers" come with a different set of expectations and criteria in evaluating their experience. As indicated in last weeks post, net income is the metric that measures the overall performance of the organization and represents the level of satisfaction in the ecosystem that is arts presenting. Unfortunately, its a lagging indicator of performance, it measures what has happened, not where you're headed. Over the next few weeks (and months) we'll explore the expectations of our many customers and how we might deliver the great customer service they want.
I'd like to also use this platform to highlight posts and resources that support the goal of becoming a profitable arts presenter. Here's one on email marketing from TRG Arts that highlights best practices that every arts presenter should incorporate. Direct marketing is still one of the most efficient means of connecting with your audience as messages can be tailored specifically to those most likely to be interested.
