A Service Model for Cultural Excellence
Muñoz-Seca Fernández-Cuesta, Beatriz
Publisher: Estudios y Ediciones IESE
Original document: A Service Model for Cultural Excellence
Year: 2012
Language: English
Culture, that intrinsic expression of humankind, has somehow grown remote from the general public. Arts and cultural institutions, just like their business counterparts, urgently need to find new audiences, meet changing demands and consider their business models afresh. The whole sector needs to reinvent itself, says the author. But how? Beatriz Muñoz-Seca recommends that arts and cultural institutions focus not so much on their products as on creating richer customer service experiences. To that end, she proposes the Service Activity Sequence -- an operational framework for designing a customer experience and bringing several complementary players together to produce an integrated customer experience. Using various examples drawn from the author's own research on arts and cultural institutions around the world, this article urges everyone to try new approaches, before today's radically changing social and economic factors dictate the decline of our shared cultural patrimony.
Tools and Frameworks:
> "Cultural Decline" reveals that the percentage of people in the U.S. and Europe participating in arts or cultural activities at least once a year is declining.
> "The Service Activity Sequence" presents a holistic framework for creating a true customer service experience for culture.
Examples Cited:
Spinnerei, Jim Whiting, Bimbotown, Paris Syndrome, Museum of Contemporary Art, Times Square Alliance, Armory Arts Week, Orangerie Museum, Oakland Museum of California, Theater Academy of Finland, Tacoma Art Museum, Museum of National History Netherlands, Cave Automatic Virtual Environment, Opera America, Opera Theater of Saint Louis, Hay Festival, Edinburgh International Festival, Avignon Theater Festival, Salzburg Festival, Houston International Festival, iFest
Research Basis:
Based on extensive research by the author on arts and cultural institutions around the world, and taking lessons for any service enterprise and adapting them specifically to cultural institutions.
About the Author:
Beatriz Muñoz-Seca is a professor in the Production, Technology and Operations Management Department at IESE.
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