Resources
Casting Customer Service: The Theater of Audience Experience
In the seminal book titled The Experience Economy, Joseph Pine and James Gilmore urged every company to find inspiration in the performing arts to improve their customer services. “Work is theatre” they wrote. “Whenever employees work in front of customers, an act of theatre occurs. Every action contributes to the total experience being staged. Business performances must rival those featured on Broadway. With theatre as the model, even mundane tasks engage customers in a memorable way.”
Ironically, by focusing all energies on the art on stage or on the walls, arts organizations can make this “customer theatre” feel like work, neglecting an important aspect of the total audience experience. This AEE Learning Circle series presented all the dimensions of customer experience and satisfaction and provided the tools to assess them and ‘script’ customer experience beyond the mere attendance of the play. Whether your organization focuses on writing, visual arts, or performance, these learning circle presentations will help you find ways to give your audiences experiences to remember, and talk about.
Session 1 presentation