“Audience Experience” Starts Long Before the Lights Dim – How to Improve the Customer Journey

In this blog post, James Buckhouse, head of the Corporate Design team at Twitter, offers a new approach to “audience experience” using techniques drawn from technology and consulting companies. This post is the third of three winning entries from our recent American Orchestra Forum blog contest.

Blog contest winner James Buckhouse

Your audience experiences your organization long before the lights dim and far past the final ovation. Inspired by the TED talk by Peter Gregson on the user experience of the performing arts, this free downloadable workshop adapts techniques from technology and consulting companies to help performing arts organizations take care of their audience.

Other industries map this path as an extended customer journey. Performing Arts organizations can borrow this process to create an extended audience experience.

In a way, every arts organization perpetually remains a start-up: new music emerges from the chasm of cultural shifts, new audience members catch the drift; new ideas tilt the emphasis from one approach to another; new means of distribution and communication mingle our lives and our art in a braid of narrativity.

So let’s start! Let’s start up a new approach to the arts that proves value and retains the best of the old traditions, but also celebrates the birth of art—the new and unnamed—and dares to iterate.

–James Buckhouse

Download the Audience Experience Workshop PDF

Right-click the link above to download the workshop PDF or find it here: http://teamclassical.com/resources.html

James Buckhouse leads the Corporate Design team at Twitter, where he oversees the creation, production, strategy and design of all video and visual material for the company. Additionally, he is the founder of teamclassical.com. Prior to Twitter, he was Executive Creative Director at Duarte where he worked with Facebook, Google, HP and other high-profile tech companies. From 1996-2008, James built his story skills as a cinematographer and choreographer at DreamWorks Animation. James also served as a production designer for New York City Ballet, Oregon Ballet Theatre, and Pennsylvania Ballet.

1 Comment

  1. This is brilliant! Get us literally in the shoes of our current audience and grow the curiosity of the audience waiting for us to understand them. There should be a sucking sound at the front doors! I esp. like the insights on Page 8! What do people want? Among other things (like inspiration), they want to impress their friends.

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