Orchestrating the TSO Experience
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This material is from a presentation to Service Design Toronto on how to use customer experience mapping to identify marketing opportunities. The presentation focuses on my work with the TSO as a case study. More details can be found at http://www.kickframe.com/blog/2016/6/13/presentation-service-design-toronto.
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Orchestrating the TSO Experience
- 1. Presentation to Service Design Toronto Orchestrating the TSO Experience April 14, 2016
- 2. The Toronto Symphony Orchestra 1922 Founded in Toronto 88 Full-Time Musicians 130 Live Performances 255,000 Annual Attendance 50,000 Students Engaged 1
- 3. How can we transform a 93-year old start-up? 2
- 4. Objectives Brand Perception Be perceived as the world’s most innovative orchestra Ticket Sales Drive new, younger patrons to TSO performances Donation Revenue Increase funding by growing donor base 3
- 5. 4
- 6. 5
- 7. Shame on people for not understanding the art 6
- 8. Shame on the artist for not understanding people 7
- 9. 8 Designing The New TSO Customer Journey
- 10. 9 How can we get more customers to consider attending a performance?
- 11. 10 Events that people are interested in are not sought
- 12. 11 Events that people are interested in are not sought as much as they are found
- 13. Relevance 12
- 15. 14 How can we get more customers to purchase more tickets?
- 16. 15 Planning and buying tickets are done less in advance
- 17. 16 Planning and buying tickets are done less in advance, and more in the moment while on the move
- 18. 17 Immediacy
- 19. 18 Promo Codes Mobile Alerts Mobile Ticketing
- 20. 19 How can we provide patrons with an even greater experience?
- 21. 20 The long-held traditions that patrons embrace
- 22. 21 The long-held traditions that patrons embrace can now be intimidating barriers for growth
- 23. 22 Confidence
- 24. 23 Cultural Wayfinding Social Activation Mobile Etiquette
- 25. 24 How can we convince people to make a charitable donation?
- 26. 25 People are less motivated by preservation
- 27. 26 People are less motivated by preservation than by making something new and meaningful happen
- 28. 27 Involvement
- 29. 28 Sponsor Musician Sponsor Events Donor Input
- 30. 29
- 31. 30 Understand who is actually holding the baton