This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
A Service Model for Cultural Excellence
-
Reference: ART-2080-E
-
Number of pages: 7
-
Publication Date: Mar 15, 2012
-
Source: IESE (España)
-
Type of Document: Article
Description
Culture, that intrinsic expression of humankind, has somehow grown remote from the general public. Arts and cultural institutions, just like their business counterparts, urgently need to find new audiences, meet changing demands and consider their business models afresh. The whole sector needs to reinvent itself, says the author. But how? Beatriz Muñoz-Seca recommends that arts and cultural institutions focus not so much on their products as on creating richer customer service experiences. To that end, she proposes the Service Activity Sequence an operational framework for designing a customer experience and bringing several complementary players together to produce an integrated customer experience. Using various examples drawn from the authors own research on arts and cultural institutions around the world, this article urges everyone to try new approaches, before todays radically changing social and economic factors dictate the decline of our shared cultural patrimony.
Keywords
art
ballet
co-creation
collaboration
competencies
concert
culture
drama
feedback
funding crisis
gallery
hidden needs
human resources
information flows
integrated customer experience
museum
music
opera
play
prototype
Service Activity Sequence
service agents
service delivery
service engineering
service experience
service improvements
timings
unmet needs