orchestrating the tso experience
TRANSCRIPT
Presentation to Service Design Toronto
Orchestrating the TSO Experience
April 14, 2016
The Toronto Symphony Orchestra
1922 Founded in Toronto 88 Full-Time Musicians 130 Live Performances 255,000 Annual Attendance 50,000 Students Engaged
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How can we transform a 93-year old start-up?
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Objectives
Brand Perception Be perceived as the world’s most innovative orchestra Ticket Sales Drive new, younger patrons to TSO performances Donation Revenue Increase funding by growing donor base
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Shame on people for not understanding the art
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Shame on the artist for not understanding people
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Designing The New TSO Customer Journey
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How can we get more customers to consider attending a performance?
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Events that people are interested in are not sought
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Events that people are interested in are not sought as much as they are found
Relevance
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New Partnerships Cultural Content Community Events
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How can we get more customers to purchase more tickets?
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Planning and buying tickets are done less in advance
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Planning and buying tickets are done less in advance, and more in the moment while on the move
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Immediacy
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Promo Codes Mobile Alerts Mobile Ticketing
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How can we provide patrons with an even greater experience?
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The long-held traditions that patrons embrace
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The long-held traditions that patrons embrace can now be intimidating barriers for growth
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Confidence
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Cultural Wayfinding Social Activation Mobile Etiquette
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How can we convince people to make a charitable donation?
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People are less motivated by preservation
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People are less motivated by preservation than by making something new and meaningful happen
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Involvement
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Sponsor Musician Sponsor Events Donor Input
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Understand who is actually holding the baton
