Rethinking The Orchestra Business

The Symphony’s shift to a customer-centric approach is also reflected in their departure from sending the industry standard “killer offer” coupons to first-time audiences in an attempt to bring them back. It seems simple on the surface, but offering a cash voucher instead of a discount coupon is a dramatic shift in messaging from the egocentric “Please come back!” to the customer-centric “Thanks for coming! Let us help you afford another concert.” &ndas