Samenvatting

The Leidse Schouwburg-Stadsgehoorzaal is the umbrella organisation of the concert hall and the oldest theatre in the Netherlands in Leiden. The Leidse Schouwburg-Stadsgehoorzaal offers shows and concerts to a wide range of visitors. Within the organisation, there was no focus on the Customer Journey. They wanted to know how visitors experience the Customer Journey to improve it in order to increase customer retention. This report answers the main question:
“Which touchpoints in the Customer Journey can be improved by the Leidse Schouwburg-Stadsgehoorzaal to improve the Customer Journey in a positive way?”
This study contains a qualitative research in the form of in-depth interviews. A total of 10 respondents participated in the survey. These respondents are visitors, which have visited only one or two shows or concerts last year. Also customer segments, channels and website statistics were researched by desk research in order to define a number of touchpoints. The research is based on the SERVQUAL model, which stands for Service Quality. This model says that customer experiences must be higher than the customer expectations to gain customer satisfaction and so customer retention.
Based on the findings, this report concludes that a pain point in the Customer Journey is the website. The website is the most important way for the visitors to obtain information and buy tickets. The website is quite unclear for most respondents. They could not find the programme button with filtering option immediately. Another pain point is the missing login possibility on the website. Visitors want to login to order tickets and manage personal buying data. They also miss an FAQ page on the website, which they can read when the customer service is closed. Another pain point is the newsletter. When they sign in fort he newsletter, they can not choose which one they want to receive. There are also good points in the Customer Journey, the posters and flyers are very good, and so are the evenings of the shows and concerts. Several touchpoints must be improved to improve customer retention. These are Google, social media, website, order, customer service and the newsletter.
It is recommended that the Leidse Schouwburg-Stadsgehoorzaal should improve the website by placing a new programme button and to create a clear contact page. Furthermore, there should be a login possibility to manage purchases and buying history. A new page must be added to the website with FAQ’s. These are Frequently Asked Questions. When the customer service is closed, visitors still can obtain certain information with these FAQ’s. The last website change is the possibility to choose which newsletter should be received. There are also several small changes which should be done. For example, the Facebook pages should be combined as one page for both buildings and the Twitter content has to be analysed to make it useful for the organisation. When all the changes have been conducted, these must be communicated with the visitors by e-mail.
When all these touchpoints are changed, the customer experiences must be higher than the customer expectations, which leads to customer satisfaction. When the customers are satisfied, the customer retention improves.