The National Arts Centre (Ottawa, Ontario, Canada) commissioned WolfBrown in fall 2023 to investigate the nature of loyalty in the arts sector, with an eye to critically examine the future of customer relationships. The study involved a review of loyalty frameworks, a field-wide inventory or recent experiments, and an exploratory survey of NAC audiences. In this session, Shannon Urie, Marketing Director of the NAC, and Alan Brown, Managing Principal of WolfBrown, shared why the NAC commissioned the research, the insights that were uncovered and how the research might inform the NAC’s work. Participants were invited to consider the implications of the work for their organization, and the sector in general.
Key takeaways:
- Participants were challenged to think critically about how they engender customer loyalty.
- Participants were exposed to a new framework for thinking holistically about customer loyalty.
- Participants were exposed to new approaches to building affinity, loyalty and allegiance and will be encouraged to design and test new types of relationships.
