Page 22 - Volume 41-Number 04 11-07-18.pdf

Tennessee Theatre meet your expectations?
• How likely would you be to recommend the
Tennessee Theatre to others?

• How did you purchase tickets?
• Compared to similar venues/entertainment,
how do the Tennessee Theatre ticket prices
compare?

Constructing a Quality Survey
The common methodology for understanding
customer experience is to begin with the goal that we
want our patrons to be happy. We then go through
a cycle of measuring satisfaction, benchmarking
numbers, and making adjustments where needed.
This methodology leads to a perpetual resource
challenge if there are several areas that need
improvement.

Working with Survature, we cultivated a new
methodology that was more targeted and led to a
more strategic plan. This new methodology included
a new goal of wanting to meaningfully improve
the patron experience where possible. We began
measuring satisfaction and the nuanced context of
satisfaction/experience. We continued to benchmark
and target our strategies to answer the question -
what are the most important decisions to make?
Rather than having a constant resource challenge, this
exercise allowed us to make a planned and strategic
INTEGRATING resource allocation.

Executing this new methodology requires a well-
ORCHESTRA LIFT constructed survey. Constructing an effective survey
gives you the right questions, informative answers,
AND STAGE clarity of information, and prioritization. Some
challenges of a common survey include:
TECHNOLOGY • Lack of confidence in the data

MADE SIMPLE • Lack of useful/meaningful analysis (or time to
do an effective analysis)
• Difficulty or ineffective ways of communicating
findings

• Not being able to understand what is most
NORTH AMERICA
Tel: +1 760 738-5555 important or what really matters
Toll free: 1 866 647-5046
galaamerica@galasystems.com Using our survey tool, we were able to address each
of these challenges and introduce a new dimension
CHRIS SHAW to our data that allowed us to prioritize our resources
cshaw@galasystems.com and strategy implementation to focus on what really