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By Mark Mettes
One of the things that first excited me about
theater was the collaborative nature of the performance. Yes, you have the
actors on stage, but there are so many other people involved. You have the
people backstage moving scenery, others raising the curtains or drops, and
still others running lighting cues or playing the sound effects. Plus you
have all of the people who worked on putting together the production in the
first place.
When everyone works together, when the music swells, the lights come on, the
curtain goes up, the scenery, the costumes and make-up support the scene and
the actors speak, it is the collaboration and contribution by everyone
involved that makes the moment magical.
But the collaboration goes farther than all of this because there is one
very important piece missing: the audience. It is the union between the
magic on stage and the audience in the seats that makes the live performance
a truly one-of-a-kind experience.
A Team Effort
At the Herberger Theater Center, like performing arts venues around the
world, everyone is involved in supporting and participating in this
collaboration. From the excellent staff in the technical department, the box
office, and house management to the facility and technical systems, we all
work together to contribute positively to the experience of the patrons and
the performing companies.
I’ve heard it said that since the Herberger isn’t a producing or presenting
organization, we don’t have the same “investment” (in every sense of the
word) toward the success of the collaboration between performance and
patron. They say that the patrons are not the facility’s, rather the patrons
are the performing company’s. In this sense, it is the performing companies
that are the customers of the facility and not the patrons.
It is true that a facility that doesn’t produce or present doesn’t usually
have as significant of a financial investment as the performing company that
brings in the production. However, this point alone shouldn’t limit the
advantages of instilling a strong sense of ownership into the staff and
volunteer ushers.
In other words, the question of whose patrons they are becomes irrelevant if
the organization operating the facility subscribes in word and action to
exceptional customer service as a core value.
Five Key Concepts
Exceptional customer service as a core value can be synthesized
to five basic concepts.
1. Your influence on the customer experience starts at the curb in front
of the facility. You can’t do anything about the traffic or the food at
the restaurant before patrons get to your venue. However, once they set foot
on your curb or into your facility, exceptional service can make a huge
difference in helping them get into the right frame of mind to enjoy the
performance.
2. Treat customers like they’re your boss. No, that doesn’t mean give
the customer comps. Rather, it’s a matter of treating your customer
respectfully as a VIP. It’s a healthy knowledge that your continued
employment is dependent on how well you treat them. If your customers aren’t
treated well and don’t come back, your business won’t last long. Also, you
obviously can’t give away everything just to make people happy. Your
business won’t last long this way either. There needs to be a balance
between taking care of customers and being fiscally responsible.
3. Customers notice how well the facility is cared for. Attention to
detail throughout the facility is readily apparent to many patrons. We each
spend a lot of time in facilities and are very familiar with our
surroundings. A conscience effort must be made to always look at the
facility through the eyes of someone who has never seen it before. Without a
doubt, a well cared for facility has a positive influence on the experience
of your customers.
4. When an issue does come up, listening to your customers is the first
step toward finding a solution. Resolving an issue can sometimes be as
easy as showing patrons you care enough to listen to them. At the very
least, listening to patrons demonstrates your willingness to find a
solution.
5. Never forget to say “Thank you.” As the patrons are leaving the
theater after a performance, our ushers thank them for coming and wish them
a good night. This is your last chance to let people know how much you
appreciate their business. Everyone likes to be valued.
I started by telling you that it was the collaborative nature of the theater
that first attracted me to it. Today, it is that collaboration — which
includes the performing companies, our staff, our volunteers and, of course,
the audience — that keeps me here. When the lights go down and the show
begins, it is the union of performance, facility and patron that make the
live experience magical.
Mark Mettes
is vice president of the Herberger Theater Center in Phoenix. |
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