Journey mapping for arts organisations
Every experience that your audience has with your organisation will shape their opinion of you and your services. Wired Canvas takes us through the main touchpoints to consider with tips and templates.
What is journey mapping?
Journey mapping ( also called customer journey mapping or customer experience mapping) is the process of identifying every encounter and interaction that your customers or audience have with your organisation (known as “touchpoints”), and analysing how these encounters can be improved - for both you and your audience.
Why? Journey mapping is an extremely valuable exercise for arts organisations and the creative industries, especially within the current landscape of funding cuts and increased competition for audience attendance. Your marketing plan is probably already geared towards engaging new audiences, but it should also focus on perfecting your relationship with your existing customers. After all, the best advertising is word of mouth.
Evaluating your current performance thoroughly and honestly, and identifying the steps needed to improve, is the best way to maintain your reputation and improve audience engagement.