Sat, July 26, 2008
Imagine a line item in your advertising/marketing plan labeled “listening budget”. It may sound a bit goofy now, but it’s on the way to a marketing plan near you (probably under a different name.)
Consider the power of the following quote from the attached story: "We're in a world where one person, by their actions, can make a company look bad, and it can get echoed and amplified over and over again," said Josh Bernoff, an analyst at Forrester Research and coauthor of Groundswell, a book about business and social technologies. "The power has shifted, [so] that big companies now have to be worried about one individual with a microphone called a blog."
So, what does this mean for live entertainment brands? Well, it actually means a lot when you consider that the customer experience involves so many different touch points including the ticket buying process, the box office, the merchandise booth, the concession stand, ushers, etc. We are in a ‘people’ business and customer service is a much larger part of the live entertainment experience than we tend to focus on. The reality though is that consumer's experiences with our productions and how they write about them often include many of the elements of their experience that don’t happen on stage. If a consumer has a tough time ordering a ticket, has a bad customer service experience with a Broadway usher or waits an hour in valet for their car after the show at a Las Vegas hotel – all of this plays into the larger experience and how they talk about your brand.
Consider all of what you just read and now read the following article that highlights a new age in customer service and what is now being expected by customers and the risks associated by falling short of their expectations.
Read On
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