That inborn expression of humankind, Culture, has somehow grown distant from the community. Arts along with cultural institutions, just similar to their industry fellow, desperately need to find new audiences, meet changing requirements and consider their business models afresh. The entire sector needs to reinvent itself, says the author. But how? Beatriz Munoz-Seca recommends that cultural institutions and arts focus not so much on their products as on creating richer customer service experiences.
To that end, she proposes the Service Action Sequence - an operational framework for bringing several complementary players to produce an integrated customer experience and designing a customer experience. Using various examples drawn from the author's own research on arts and cultural institutions around the world, this article urges everyone to attempt new tactics, before today's drastically changing economical and social variables dictate the decline of our common cultural patrimony.
PUBLICATION DATE: March 15, 2012 PRODUCT #: IIR071-PDF-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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