Arts Centre Melbourne

A cross-functional team of staff responsible for every element of the member experience - from relationship management to private dining - underwent an intensive day designed to re-invigorate thinking and practice around its lucrative membership services. User-empathy mapping revealed the deeper drivers behind membership that are critical to loyalty creation. Customer journey mapping and touch point analysis identified the degree to which these drivers were being leveraged. A final creative idea generation session produced new possibilities to enhance the ‘Arts Centre Melbourne Experience’ for its current and potential members with a view to increasing take-up, loyalty and revenues.

Lisa's workshop helped us crack open the membership experience at Arts Centre Melbourne, with a careful examination of the end to end experience for our valued Members and the many opportunities that exist for growth.

Louise Georgeson, Executive – Development and Strategy, Arts Centre Melbourne