In 2016, The Kimmel Center began an important journey to better understand and add value to their audience experience. The Arts + Business Council, through its pro bono platform, matched the organization with Ashley Moran, a trained user experience expert with a passion for the arts. Ashley worked with the organization and its patrons to design an in-depth customer journey map, documenting the many touch points a patron has with the organization when visiting for a performance. The map illustrated everything from pain points where the journey could improve to opportunities to collect data and test new ideas that could enhance the experience for new and existing Kimmel Center patrons.
This customer journey map was the first of its kind for the organization, and illuminated a path forward for the organization, including both immediate and long-term strategies. For example, the organization very quickly decided to provide patrons with useful communications “hacks” including, traffic alerts on the day of a show, tips on where to get a good cocktail or park before a performance, and opportunities to enhance the “afterglow” of any Kimmel center experience. Based on Ashley’s contributions, the organization is using their customer journey map to pitch bigger investments to senior management around new systems like marketing automation and perhaps even influencing design of its current facilities. This empathy-driven process has produced major results for one of the region’s most important arts and culture institutions!
May 23, 2018 marks the 33rd annual Arts + Business Council Awards Celebration, a major moment for milestones. Together with you, our “Partners in Imagination,” we’ll be honoring the exceptional leaders, innovators, partnerships and volunteers below, who work to make our region culturally vibrant and economically strong. To purchase ticket packages and individual tickets, please click here.
The 2018 Technology Connectors Volunteer of the Year Award is generously supported by: