Post on 05-Sep-2014
description
Creating the Perfect Customer Experience for FACT
Jen Chapman Head of Marketing & Communications, FACT
@FACT_liverpool
What is FACT?
Foundation for Art and Creative Technology
UK’s leading media arts centre
based in Liverpoolopened 11 years
ago
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the building
We bring people, art & technology
together----
Inside, Outside & Online
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art
hands-oninteractive
art
Playful!
artImmersive
art
Expect theunexpected
film
Tarantino
Don Boyd & Nic Roeg
Paul Morley
creative technology
creative technology
• Minecraft
a social space
brightfreshgarden
a social space
all ages
alternative
Drag picture to placeholder or click icon to addIt’s brilliant!
But......
behind the scenes
behind the scenes
behind the scenes
different brands
challenges
• Not everything is visible• Different things to different
people• Tough to communicate
everything that we do
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
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We are about bringing people,
art and technology together
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Time to refocus on the customer experience!
Drag picture to placeholder or click icon to addIt’s a bit like
dating..
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and it’s good to know where you might be going
wrong.
Someone has caught your eye in acrowded room….
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.
Drag picture to placeholder or click icon to addan inconsistent brochure
old brochure
old brochure
old brochure
issues
• Two companies putting their requirements first
• Two different brands – lots of different designs!
• Not representative of the visitor’s experience
improvements
Putting the customer first..• What do they expect?• How do they experience FACT?
Complete redesign• One visual identity• Integrated content
new brochure
new brochure
You want to know more! You ask around, google them, or hopefully..
the user journey1. First awareness of FACT2. 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?
Drag picture to placeholder or click icon to addan unsatisfactory website
an unsatisfactory website
an unsatisfactory website
an unsatisfactory website
improvements
Appointed new website company(UX credentials)
• New perspective• User testing• A creative partnership• Clear idea of improvements• Focus on problem areas
an improved website!
an improved website!
an improved website!
an improved website!
an improved website!
You’ve hit it off… now it’s time to arrange the first date
the customer journey
1. First awareness of FACT2. 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.
Drag picture to placeholder or click icon to addgreat research – but
no plan
great research – but no plan!
Turn research report
into..
Audience Development Strategy
reviews & audits
people and personas
staff workshops
customer journey walkthroughs
strategy
As a result, we have
- Realistic aims- Better understanding of audiences- Methods for targeting- New Ideas- Involvement from ALL departments
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!
the user journey
1. First awareness of FACT2. Curious to know more 3. Ready to engage4. 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.
Drag picture to placeholder or click icon to adddisengaged
front of house team
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!
new model
Rolling programme of volunteers More diverse, more energyMore involved supervisor rolesBetter connections with other departmentsInvestment in training
Genuine talent development – 42% of staff
Literally putting the customer first – they are now working alongside us
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.
the user journey
1. First awareness of FACT2. Curious to know more 3. Ready to engage4. 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.
It’s going great, and now it’s time to meet their friends!
Drag picture to placeholder or click icon to addPlenty more to do!
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!
…and we don’t even have to be exclusive!
a bit like Simon Cowell
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Thank you!…any questions?
jen.chapman@fact.co.uk@FACT_liverpool