Since my last post I’ve run our audience survey to find out more about booking habits and motivations, and the reactions of the respondents to our plans to introduce a London Philharmonic Orchestra Loyalty Scheme. We selected people who had booked two or more times over the last three seasons, and sent them the questionnaire. We added an attractive amazon voucher as a bribe, and got a pleasing 22% response rate.
After analysing the results we have a much better idea of the loyalty (or otherwise) of our audience, as well as teasing out reasons for specific behaviour. We gained some incredibly useful qualitative feedback in our open questions as well as some pretty pie charts.
The results fed into the work we’ve been doing on how to increase and reward audience loyalty through an online scheme. We already had a good idea of what we wanted to create, but it’s very valuable to have hard data from our actual audiences to make sure we were on the right lines (we were), to give us the confidence to keep it simple, and to give us some more ideas too.
Since then, we’ve created a detailed brief for our web agency, We are AD, and have just completed the scoping session to work out every touchpoint on the website and the user journey. We created personas for the main audience segments the scheme is aimed at, and all web design and development work will focus on their expectations and habits.
The DMA has been a great way to push us to make time for this project – something we’d been wanting to do for a while. It’s going to take several months of build work before the scheme is live, and still longer before we see the benefits (for both audiences and the LPO), but I’m very excited about what it’s going to offer.