Building a World-Class End-to-End Customer Experience
June 2024
This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.
What are the best practices around end-to-end customer experience?
To answer this question from a performing arts member, ABA interviewed nine arts and culture institutions and two out-of-industry companies to understand how organizations can leverage the customer experience to build audiences, visitors and engagement. Additionally, ABA profiled three out-of-industry companies that deliver exceptional customer experiences, Disney, The Ritz Carlton, and Mayo Clinic, to explore their applicability to the sector.
Key findings and report components include:
Key considerations when designing a customer experience strategy: This requires understanding the core visitor purpose, developing relevant and qualitative experiences and organizing internally to support these outcomes.
Arts organizations can gain valuable insights from industries outside their sector: These lessons include strategies for improving the overall customer experience by deeply understanding customer needs, exceeding expectations, and empowering employees to deliver exceptional service and resolve issues.
Best practices for each state of the 7A’s framework: a comprehensive approach to understanding the customer experience from beginning to end: Aware, Assess, Acquire, Anticipate, Attend, Appraise, and Advocate.
Diagnostic tool: The study ends with a customer experience diagnostic tool to help organizations assess their current position within their customer experience strategy.
Members can download the complete report by clicking below.
