IESE Research Papers,
IESE Business School

Abstract: Culture has grown remote from the general public and needs to be recaptured. Social and economic recognition of the role culture plays is essential and can only come about if culture is for all, not just for the few. New audiences, new demands and new business models: the sector needs to open and reinvent itself. In this article we consider culture as a service that needs to be designed from the point of view of a customer experience. A customer experience-based approach looks beyond the specific cultural performance to design an interrelated set of events that will give each customer full exposure to activities and situations that enhance his or her understanding of the artistic endeavour. An integrated service experience must come from a portfolio of institutions, or companies, working together to design and deliver a complete customer experience. A cultural service is a co-production among a group of institutions and the customer, resulting in a customer experience. This conveys a new business model for culture. This notion of a "cultural service experience" makes culture accessible to new audiences by providing new facets that plunge the audience into the creative process. To attain this goal, cultural institutions and enterprises must take two steps. First, they must design their own separate customer experience. Second, they must join forces with one another to jointly design and produce cultural services. Both steps require a deeper understanding of the institutions' operational structure and a frame of reference to assist them in the separate and joint design of the customer experience. This paper presents the Service Activity Sequence, or SAS, as an operational framework that will serve this purpose. The SAS describes the activities involved in designing a customer experience and analyzes the operational structure required to bring several complementary players together to produce an integrated customer experience.

Keywords: Culture; business model; service design; experience design; service operations; customer experience

16 pages, November 7, 2011

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