My wife is expecting our first child in only 3 weeks and we have recently been preparing for the new arrival . The other day we went to Buy Buy Baby on 7th avenue and 25th st. Armed with our list, I entered the humonstrous store. We were mainly looking to find a stroller for our new baby. There are a number of types with various features and designs and it could have taken all night to go through them all. Fortunately, we had Mohammed helping us. Mohammed is a young man, probably early twenties, who has no children of his own. And yet, he knew everything about each stroller and was willing and able to demonstrate how each one worked. He made our trip easy and enjoyable with his winning attitude and knowledge of the products. In fact, all the people in the store were very helpful and eager to assist if you needed help. I will be going back there many times.
So what did I learn from that outing? Service speaks volumes. Choosing and training the right people in your organization to be helpful will make customer keep coming back as they did in my case, and better yet, makes evangelists. These people put the needs of the customer first. Wouldn't that be nice if we could do that in the theater business.
How could we do that? I'd like to see us do the simple things well. It all starts and ends with the experience the theater goer has at the theater itself.
- Wouldn't it be nice to print the name of the person who bought the tickets on the ticket itself?
- Could the ushers address show goers with a standard greeting such as, "Welcome to the St. James Theater, Mr. Asnes. We hope you enjoy the show."?
- Could we pre-order concessions for the intermission as they do in London?
- And, if the ticketing agencies would ever give us access to our ticket-buyers email for free(another subject for another post) let's send everyone who came to the show that night a thank you note and an invitation to come back and bring friends.
We know our shows are good, or at least we want to believe that. And if the show is good, people will come back for more, but why not make them want to come back for more than just a good show. Let's make the entire experience of attending the theater personal and memorable.