Creating the Perfect Customer Experience for FACT

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

Drag picture to placeholder or click icon to add

the building

We bring people, art & technology

together----

Inside, Outside & Online


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

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


We are about bringing people,

art and technology together


Time to refocus on the customer experience!

Drag picture to placeholder or click icon to addIt’s a bit like

dating..


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

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

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

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!

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


Thank you!…any questions?

[email protected]@FACT_liverpool

Creating the Perfect Customer Experience for FACT

Presentations & Public Speaking

Transcript of Creating the Perfect Customer Experience for FACT