As 2014 begins, I find myself thinking about customer service and audience engagement. I believe the two are interrelated, yet I don’t hear the words ‘customer service’ used very frequently in the nonprofit sector. In my view, outstanding customer service will lead to enthusiastically engaged ticket buyers, donors, board members, families, and ________ (fill in the blank).
When I travel with Southwest Airlines I always read Spirit Magazine. Southwest does an excellent job of telling engaging stories about their work. In the November 2013 issue, President and CEO, Gary Kelly, was quoted as saying, “We are in the customer service industry; we just happen to fly airplanes.” I wonder if those of us working in the arts and cultural sector would say the same, “we’re in the customer service business, we just happen to present and produce arts experiences.” How would this mindset improve our efforts to engage audiences in meaningful ways?
I recently read this definition of customer service from a customer, “Good customer service is how I perceive that an organization has delighted me, by exceeding my needs and expectations". As I’ve written before, engagement is NOT about us and our organizations – it’s about our audiences. In what ways are we delighting them, and exceeding their expectations once they buy a ticket or make a contribution? Do we even know what their expectations are?
Here are three ways I’ve found that have helped me to better understand the expectations of audiences:
Ask Them. Yes, it’s that simple. I’ve found that people are willing to share their needs, desires and opinions. But, we have to be active, welcoming, non-judgmental listeners. We must want to hear what they tell us. And, yes, I understand that in the arts, another important customer is the artist. I know there are ways to balance delighting artists with ways of delighting ticket buyers or members.
Watch Them. As people are entering the performance space or museum gallery, stand back and observe. In my experience, you can learn a lot about people by simply watching their behavior. In one observation experiment I conducted, I was able to tell what part of the hall people preferred to fill first, who wanted to sit near a railing to use as their drink holder, and who wanted to sit on an aisle or close to the door. Over time, as you come to know some of your regular attendees, you might find ways to ‘value up’ their experience.
Thank Them. When the arts experience is over, stand by the door and thank people for coming. This will give them an opportunity to talk with you about their experience and expectations for the next time. Just smile, and you’ll be surprised what someone might offer to tell you.
What are some ways you learn about your audiences’ expectations so you can delight them again and again?
