Experience design and customer service are rarely, if ever, explored as strategic questions in arts and cultural organizations. Customer service is treated as a technical question for the operations department: how many ushers do we need for opening night? Customer experience is managed as a technical question for exhibit designers: how should the interpretive information be presented for this show?
When these questions are raised to the executive level, leaders can ask a very different question: How does our approach to service and the complete experience we create for our audience fuel or foil our mission, our artistic objectives and our financial opportunities? How do you integrate experience design into the core strategic vision of a cultural organization?
National Arts Strategies has partnered with Spain’s IESE Business School to develop Arts and Cultural Management: From Service Design to Success, a three-day program at IESE’s New York City campus, as a way to work with cultural leaders to begin addressing experience design as a means of achieving sustainability.
NAS Seminar Director
How you will benefit
Arts and Cultural Management: From Service Design to Success will equip you with the skills to analyze how you use organizational resources to provide a better experience. It will encourage you to rethink how your organization designs and executes programs and to use a customer-driven approach to increase institutional value and stability. You will learn how implementing even the smallest strategic changes can improve your customers’ experiences. You will acquire the tools to make logistical adjustments and to inspire a transformation in how you and your colleagues view and approach organizational offerings. Through this program, you will discover:
- How to create a new and complete experience
- How marketing, operations, and people decisions can be integrated in pursuit of five-star service
- How to manage an organization’s existing talent to drive the experience you are creating
- How to tie everything together to help ensure organizational stability
What to expect
Using case studies and research from the cultural sector developed over the last four years, you will explore what it means to create a complete experience as an integral part of a sound operational and strategic model. This three-day, highly interactive program will give you the opportunity to learn more about experience design and how you can effect organizational changes to better serve your customers and establish your value in the community. See an overview of the program curriculum »
Who should apply
This program will include 30 senior-level executives from around the globe. Leaders who have the ability to influence and implement organization-wide changes in the way services and programs are developed and offered will benefit from this curriculum.
IESE Business School - New York Campus
165 W. 57th Street
New York, NY 10019
The total cost of an IESE Executive Education program is $4,300. Participants in this program will receive a fellowship from NAS to cover $1,800 of their tuition.
Applicants are encouraged to seek sponsorship from funders in their local communities for the remaining $2,500. NAS will, upon request, provide letters in support of an applicant's request for tuition sponsorship.
Travel and Lodging
Travel and lodging will be the responsibility of each participant. IESE has relationships with several hotels in the New York City area. Accommodations information is available upon request.
Breakfast, lunch and dinner will be provided on days 1 and 2; breakfast and lunch will be provided on day 3.
To learn more about this seminar, contact Theresa Remick.