2004-03-17

In the latest issue of International Arts Manager, Michael Crabb explores the question of whether performing arts organizations have gone too far in providing customer service. Unquestionably, it is a very high priority among all arts organizations in their efforts to attract larger audiences in a highly competitive field. But is there the danger of going too far? Borrowing from the retail model of building customer loyalty by providing excellent services, the strategy has been to try to develop a committed audience that not only will buy subscriptions but also will become donors. It includes practices that audiences have come to expect, such as accessible parking, comfortable seating and pleasant, courteous, efficient staff...
[in: ACENews, Feb 04]