Jen will explain how building relationships with your customers is like dating. Treat them well, take them on a journey and it could be the start of something beautiful!

1. Creating the Perfect Customer
Experience for FACT
Jen Chapman
Head of Marketing & Communications, FACT
@FACT_liverpool

2. What is FACT?

3. Foundation for Art and
Creative Technology

4. UK’s leading media
arts centre
based in Liverpool
opened 11 years ago

5. the building

6. We bring people, art &
technology together
----
Inside, Outside &
Online

7. art
hands-on
interactive

8. art
Playful!

9. art
Immersive

10. art
Expect the
unexpected

11. film
Tarantino
Don Boyd & Nic
Roeg
Paul Morley

12. creative technology

13. creative technology
• Minecraft

14. a social space
bright
fresh
garden

15. a social space

16. all ages

17. alternative

18. It’s brilliant!
But......

19. behind the scenes

20. behind the scenes

21. behind the scenes

22. different brands

23. challenges
• Not everything is visible
• Different things to different people
• Tough to communicate everything
that we do

24. aims
Grow our audiences…
1) Encourage our current visitors to
try other parts of our programme
2) Reach new audiences who we
think will like us

25. We are about bringing
people, art and
technology together

26. Time to refocus on the
customer experience!

27. It’s a bit like dating..

28. and it’s good to know
where you might be
going wrong.

29. Someone has caught your eye in a
crowded room….

30. the user journey
1. First awareness of FACT – they may have picked
up a brochure or flyer, seen a tweet or facebook
share, read an article about us, stumbled across
the building or heard something about us from a
friend.

31. an inconsistent brochure

32. old brochure

33. old brochure

34. old brochure

35. issues
• Two companies putting their
requirements first
• Two different brands – lots of different
designs!
• Not representative of the visitor’s
experience

36. improvements
Putting the customer first..
• What do they expect?
• How do they experience FACT?
Complete redesign
• One visual identity
• Integrated content

37. new brochure

38. new brochure

39. You want to know more! You ask around, google
them, or hopefully..

40. the user journey
1. First awareness of FACT
2. Curious to know more – If their first awareness
makes them curious to know more, they will
actively seek out information and browse the
website or source the brochure, follow us on social
media, make a call or speak to a member of staff.
Collectively, we control this welcome and how
positive this information seeking experience will be.
We will also know that everyone is different. Where
will they go next?

41. an unsatisfactory website

42. an unsatisfactory website

43. an unsatisfactory website

44. an unsatisfactory website

45. improvements
Appointed new website company
(UX credentials)
• New perspective
• User testing
• A creative partnership
• Clear idea of improvements
• Focus on problem areas

46. an improved website!

47. an improved website!

48. an improved website!

49. an improved website!

50. an improved website!

51. You’ve hit it off… now it’s time to arrange
the first date

52. the customer journey
1. First awareness of FACT
2. Curious to know more
3. Ready to engage – They’ve seen an
event, exhibition, workshop, film etc that they’re
interested in attending. The information becomes
more specific. They’ll be asking themselves “is this any
good?” and “is it for me?”
This is when we either win them or lose them.

53. great research – but
no plan

55. great research – but no plan!
Turn research report
into..
Audience Development Strategy

56. reviews & audits

57. people and personas

58. staff workshops

59. customer journey walkthroughs

60. strategy
As a result, we have
- Realistic aims
- Better understanding of audiences
- Methods for targeting
- New Ideas
- Involvement from ALL departments

61. You spruce up and head out to your meeting place.
There’s wine and violins, or beer and bands.
It just has to be memorable….. for the right reasons!

62. the user journey
1. First awareness of FACT
2. Curious to know more
3. Ready to engage
4. They’re on board! They’ve liked what
they’ve seen, reckon it’s up their street and
they’ve come along. This is the bit they will
remember, from the welcome at the door, to
the quality of the drinks, the cleanliness of the
building and the content of the event.

63. disengaged
front of house team

64. old front of house model
• often not entry roles into arts careers
• not providing development opportunities that
we’d like to
• FACT keen to expand volunteer offer
• not as diverse as our audience
• time poor so not always giving the best
customer experience possible
…But absolutely crucial!

65. new model
Rolling programme of volunteers
More diverse, more energy
More involved supervisor roles
Better connections with other departments
Investment in training
Genuine talent development – 42% of staff
Literally putting the customer first – they are now
working alongside us

66. It was all you’d hoped it would be and you’re feeling
brilliant! They text to say thanks for a great night. You
start planning a second date.

67. the user journey
1. First awareness of FACT
2. Curious to know more
3. Ready to engage
4. They’re on board!
5. Our relationship really begins - We’ve gained their
trust and confidence. Now we need to help them find
out what else we have to offer and how to stay in
touch. We could even get them to try something new!
Again, messaging comes into play to make clear
what we have for them.

68. It’s going great, and now it’s time to meet
their friends!

69. Plenty more to do!

70. what we’ve learnt
• Put the customers needs first
• Work together to make it it
happen
• Test, test, test
• Never expect it to be finished!
These relationships are worth the
effort!

71. …and we don’t even have
to be exclusive!

72. a bit like Simon Cowell

73. Thank you!
…any questions?
jen.chapman@fact.co.uk
@FACT_liverpool