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					Who are your customers and how can you group them? 1. List all your possible "customers" 2. Group those customers based on their similar wants/needs

Key N M P B O

Customer Group Potential (new) members Existing members Public (non-BBshoppers) BBshop fans Performance opportunity

N M P B X X X X X X X X X X X X X X X X X X X X X X X X

O Who are our customers? Experienced BBshoppers Current members Potential members Community Families of members X Members of other chapters X Senior citizens / senior centers High school / youth singers BBshop fans BBshop non-fans (people who don't know BBshop) Former BBshoppers / former members X Arts community Friends of members Church choir members X Fraternal organization members X Media X Public venues X Agent

What are the needs of your customers and how well are you meeting those needs? 1. For each of the customer groups, list their needs/wants 2. Assign each need a Priority value of “1” or “2” 3. Assess how your chapter is meeting each Priority “1” need (in 25% increments) and assign the appropriate code from the table below

% Code Fulfillment 75%+ F Need met fully 50%+ P Need met partially 25%+ L Little of need met 0%+ N Need not met

% Priority 2 L 1 2 2 P 1 P 1 P 1 F 1 L 1 2 2 F 1 2 2 P 1 P 1 2 2 2 2

Needs of Potential Members Info on membership Exposure to chorus Quality product Clear expectations No intimidation Fellowship Friendship Accommodating schedule Music education School credit Affordability Time commitment Type of performance experience Repertoire variety Energy / excitement Sing Accommodating facility Orientation Mentoring Organized social activities

% Priority Needs of Public F 1 Entertainment value L 1 Communication / awareness 2 Public service / volunteerism 2 Music education (as a service) 2 Youth music opportunity P 1 Image 2 Performance venue P 1 Availability (to be hired) 2 Reputation / association with community 2 Merchandise F 1 Public performances / shows P 1 Special events / seasonal 2 Pricing options

% Priority Needs of Performance Opportunity P 1 Availability (to be hired) P 1 Quality F 1 Image / Reputation L 1 Repertoire variety 2 Human interest P 1 Seasonal / topical interest L 1 Broad appeal 2 Pricing 2 Public server / volunteerism L 1 Visibility

% Priority Needs of Existing Members P 1 Quality product 2 Clear expectations F 1 Fellowship 2 Friendship 2 Music education 2 Affordability 2 Time commitment 2 Type of performance experience 2 Repertoire variety P 1 Energy / excitement P 1 Sing 2 Accommodating facility 2 Orientation 2 Mentoring 2 No intimidation for sub-groups P 1 Continued improvement L 1 Quartetting P 1 Public performances / shows P 1 Contest participation / success 2 Recognition 2 Clear vision / direction P 1 Quality leadership L 1 Riser discipline / focused activities 2 Continuing orientation F 2 Communication 2 Organized social activities

% Priority Needs of BBshop Fans F 1 Entertainment value F 1 Communication / awareness 2 Public service / volunteerism 2 Music education (as a service) 2 Youth music opportunity F 1 Image 2 Performance venue 2 Availability (to be hired) 2 Reputation / association with community 2 Merchandise F 1 Public performances / shows 2 Special events / seasonal 2 Pricing options F 1 Quality F 1 Headliners F 1 Want BBshop specifically P 1 Afterglow 2 Men's v. women's 2 Communication / outreach specific to BBshop fans 2 Program quality / contents 2 Lyrics, arranger info

Based on your customers' needs, what should be your goals? 1. For each of the customer groups, list the Priority "1" needs from your Needs Analysis 2. Within each customer group, order the needs by importance 3. For each need that is not Fully Met, define a goal that would meet it 4. Remove any duplicate goals 5. Across all customer groups, prioritize the remaining goals

Order 1 2 3 4 5 6 7 8 9

% L P P P L P P F F

Potential Members Exposure to chorus Sing Energy / excitement Fellowship Music education No initimidation Friendship Accommodating schedule Time commitment

Priority Goal 10 More exposure Sing more at rehearsal 12 More energy Better fellowship Better education Welcoming atmosphere Members of similar age and experiences

Duplicate? Yes

Order 1 2 3 4 5 6 7 8 9 10

% P P P P L L P P P F

Existing Members Sing Continued improvement Public performances / shows Contest participation / success Riser discipline Quartettting Energy / excitement Quality product Quality leadership Fellowship

Priority Goal 8 Sing more at rehearsal Better education More public performances 3 Better contest scores 4 Better riser discipline More quartetting opportunities Improve rehearsal content 2 Sing better Better leadership

Duplicate?

Order 1 2 3 4 5 6

% L P P P F F

Public Communication / awareness Image Special events / seasonal Availability Public performance / shows Entertainment value

Priority Goal 6 Better communication 9 Improve image More events / seasonal More public performances

Duplicate?

Yes

Order 1 2 3 4 5 6 7 8

% F F F F F F P F

BBshop fan Headliners Quality Communication / awareness Image Public performances / shows Entertainment value Afterglow Want BBshop specifically

Priority Goal Continue quality headliners Maintain quality Continue communication

Duplicate?

Better emcees

Order 1 2 3 4 5 6 7

% L P L F P P L

Performance Opportunity Visibility Quality Broad appeal Image / reputation Seasonal / topical Availability (to be hired) Repertoire variety

Priority Goal 7 Better visibility 11 Improve quality Broaden appeal Broaden appeal More public performances Broaden appeal

Duplicate?

Yes Yes Yes

Order 1 2 3 4 5 6 7

% N P P F F P F

Chorus Management Funding Leadership Employees / staff Recruit Retain Facilities Attire

Priority Goal 1 More money Better leadership 5 Better staff

Duplicate? Yes

Change rehearsal location

Summarize your goals 1. From your Goals Based On Needs, list your goals in priority order 2. Include the need that each goal serves and the primary customer served 3. Include your assessment from the Needs Analysis of how well that need is being met

Priority 1 2 3 4 5 6 7 8 9 10 11 12

% N P P L P L L P P L P P

Need Funding Quality product Contest participation / success Riser discipline Employees / staff Communication / awareness Visibility Sing Image Exposure to chorus Quality Energy / excitement

Goal More money Sing better Better contest scores Better riser discipline Better staff Better communication Better visibility Sing more at rehearsal Improve image More exposure Improve quality More energy Better fellowship Better education Welcoming atmosphere Members of similar age and experiences Better education More public performances More quartetting opportunities Improve rehearsal content Better leadership More events / seasonal Continue quality headliners Maintain quality Continue communication Better emcees Broaden appeal Change rehearsal location

Primary Customer Chorus Mgmt Existing Members Existing Members Existing Members Chorus Mgmt Public Performance Opportunity Existing Members Public Potential Members Performance Opportunity Potential Members Potential Members Potential Members Potential Members Potential Members Existing Members Existing Members Existing Members Existing Members Existing Members Public BBshop Fan BBshop Fan BBshop Fan BBshop Fan Performance Opportunity Chorus Mgmt

Define tasks for your goals 1. From the Goals Summary, list your highest priority goals 2. For each of the goals, brainstorm tasks that you can perform which will help achieve that goal

Goal 1: More money [Chorus Mgmt] Increase publicity Reduce Director fees Reduce part-predominant recordings Reduce Director education

Goal 2: Sing better [Existing Members] Provide basic music education Teach basic barbershop singing methods Re-audition all members Require homework for members - Learn repertoire songs - Prepare for public performances Promote quartetting Do a better job of introducing new songs Accurate and timely learning CDs

Goal 3: Improve contest scores [Existing Members] Provide basic music education Teach basic barbershop singing methods Re-audition all members Require homework for members - Learn repertoire songs - Prepare for public performances Increase coaching Hire better directors Increase Choreography quality

No district hospitality room Increase Singing Valentine program Increase show program ad sales Solicit grants Create a high-quality sub-group or second chorus Increase dues Recycling Reduce uniforms Larger show venue Host a silent auction More performances for each show Host a cabaret show Give prize for bringing in new members Expand Singing Valentines to Mother's Day Reduce member education Reduce rent

Distribute Paul Mayo warm-up tape for free Provide more information on judging standards, expectations, etc. Increase audition standards Move to a rehearsal facility with mirrored walls Increase coaching Regularly videotape chorus to provide visual feedback Increase focus on craft Increase qualification standards for public performances, shows, etc. Hire better directors Select more suitable music Increase the # of sectional rehearsals Increase the interaction between Director and Section Leaders

Goal 4: Riser Discipline [Existing Members] Hire better directors Implement riser discipline penalties Implement riser discipline rewards Implement "be prepared" program - Homework - Warm up before arriving at rehearsal - New songs memorized in 3 weeks Find a new rehearsal facility Implement a chorus "marshall" to enforce riser discipline Identify a time/place for non-singing activities Implement mini-breaks Have director rate chorus attention as a % during rehearsal Publish a riser etiquette sheet Implement a more structured mentor program for guests Provide an appropriate time/place for questions Post a rehearsal agenda before each rehearsal Create a VP for Rehearsal Programs Increase director accountability Assign riser positions to minimize chatter Have complete guest books ready at all times

Goal 5: Better staff [Chorus Mgmt] Hire better directors Public director search Increase director training Implement a merit system for director pay

Goal 6: Better communication [Non-BBShop Public] Develop relationships with local media Ensure frequent media attention/spots Pay for advertising Increase the # of public performances

Increase # of paid staff Define clear expectations for all staff

Increase Singing Valentines program Implement an aggressive YIH program

Provide a staff evaluation form to be Hire a professional PR agency completed by members Implement professional-level evaluations of staff

Goal 7: Better visibility [Performance Opportunity] Develop relationships with local media Ensure frequent media attention/spots Ensure regular PSA's Provide free show tickets to media Join arts organizations Increase Singing Valentines and public performance Create "big events" with other chapters Promote chapter to civic leaders Increase outreach to other chapters Promote chapter to event planners Hire an agent Join local chamber of commerce Purchase web links Create a promotional DVD

Goal 8: Sing more [Existing Members] Reduce announcements Drop warmups, have members warmup before rehearsal Be better organized and prepared for rehearsals Ensure an agenda is posted Increase riser discipline Reduce focus on craft

Goal 9: Improve image [Non-BBShop Public] Pay for advertising Ensure regular PSA's Develop relationships with local media Ensure frequent media attention/spots Participate in civic volunteer opportunities Host a father/son guest night Participate in PBS fundraising (answering telephones) Sing anthems at sporting events Perform at a Veterans Administration hospital Implement an aggressive YIH program Implement the "Get America Singing" program Publicize YIH grants Participate in seasonal public events Publicize contributions to other non-profits Target fraternal organizations Target police/fire/similar organizations Ensure repertoire is appropriate

Goal 10: More exposure [Potential Members] Pay for advertising Ensure regular PSA's Develop relationships with local media Ensure frequent media attention/spots Increase Singing Valentines and public performance Purchase web links Provide chapter business cards to members Increase outreach to other chapters Sing anthems at sporting events Promote via word-of-mouth Implement an aggressive YIH program Contact church choirs Contact arts organizations Contact musicians union Contact music educators Contact university music departments Hire celebrity guests Implement the "Get America Singing" program Participate in seasonal public events Target fraternal organizations Target police/fire/similar organizations Ensure repertoire is appropriate

Goal 11: Improve quality [Performance Opportunity] Improve singing quality Improve choreography quality Improve script quality Improve music selection Hire professional staff Increase repertoire Improve costumes/uniforms Improve staging Create a standing "visual team" Create a standing "show committee" Increase coaching Get better emcees Hire celebrity guests

Goal 12: More energy [Potential Members] Hire celebrity guests When on the risers, always be in "performance mode" Sing more Increase director energy Create a standing "mentor team" for guests Increase repertoire Hire celebrity quartets Change chorus branding (including name) Improve chapter website (including Singing Is Life video link) Create a high-quality sub-group or second chorus Create a promotional DVD

Assess your tasks 1. Remove any duplicate tasks 2. If any tasks are contradictory, remove those that are listed with a lower-priority goal 3. Remove any tasks that are contrary to your chapter vision/mission 4. Rate tasks by how quickly they could be accomplished (1 year, 2 years, or Longer)

When 1 year 1 year

Goal 1: More money [Chorus Mgmt] Increase publicity No district hospitality room

When Goal 2: Sing better [Existing Members] 1 year Provide basic music education 1 year Teach basic barbershop singing methods 1 year Re-audition all members 1 year Implement "be prepared" program - Learn repertoire songs - Prepare for public performances - Warm up before arriving at rehearsal - New songs memorized in 3 weeks 1 year Promote quartetting 1 year Do a better job of introducing new songs 1 year Accurate and timely learning CDs 1 year Distribute Paul Mayo warm-up tape for free 1 year Increase audition standards 1 year Increase coaching 1 year 1 year 1 year 1 year Increase focus on craft Hire better directors Select more suitable music Increase the # of sectional rehearsals

When 1 year 1 year 1 year 1 year

2 years Increase Singing Valentine program 1 year Increase show program ad sales

Goal 3: Improve contest scores [Existing Members] Increase Choreography quality Provide more information on judging standards, expectations, etc. Move to a rehearsal facility with mirrored walls Regularly videotape chorus to provide visual feedback

When 1 year 1 year 1 year 1 year

Goal 4: Riser Discipline [Existing Members] Implement riser discipline penalties Find a new rehearsal facility Implement a chorus "marshall" to enforce riser discipline Identify a time/place for non-singing activities

When

Goal 5: Better staff [Chorus Mgmt] 1 year Public director search 2 years Increase director training 1 year Implement a merit system for director pay

When

Goal 6: Better communication [Non-BBShop Public] 1 year Develop relationships with local media 2 years Ensure frequent media attention/spots 2 years Pay for advertising 2 years Increase the # of public performances

Longer Increase # of paid staff

2 years Solicit grants 1 year 1 year 1 year Create a high-quality sub-group or second chorus Increase dues Recycling

1 year

Increase qualification standards for public performances, shows, etc.

1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year

Implement mini-breaks Have director rate chorus attention as a % during rehearsal Publish a riser etiquette sheet Implement a more structured mentor program for guests Provide an appropriate time/place for questions Post a rehearsal agenda before each rehearsal Create a VP for Rehearsal Programs Increase director accountability Assign riser positions to minimize chatter Have complete guest books ready at all times

1 year 1 year

Define clear expectations for all staff

2 years Implement an aggressive YIH program

Provide a staff evaluation form to be 2 years Hire a professional PR agency completed by members 2 years Implement professional-level evaluations of staff

2 years Larger show venue 1 year 2 years 1 year 1 year 1 year Host a silent auction More performances for each show Host a cabaret show Give prize for bringing in new members Reduce rent

1 year Increase the interaction between Director and Section Leaders

When

Goal 7: Better visibility [Performance Opportunity] 2 years Ensure regular PSA's 1 year 1 year Provide free show tickets to media Join arts organizations

When Goal 8: Sing more [Existing Members] 1 year Reduce announcements

When 1 year

Goal 9: Improve image [Non-BBShop Public] Participate in civic volunteer opportunities

When 1 year 1 year 1 year 1 year 1 year 1 year 1 year 2 years

When Goal 11: Improve quality Goal 10: More exposure [Potential Members] [Performance Opportunity] Provide chapter business cards to members 2 years Improve script quality Promote via word-of-mouth Contact church choirs Contact arts organizations Contact musicians union Contact music educators Contact university music departments Hire celebrity guests 1 year 1 year Improve music selection Increase repertoire

When 1 year 1 year 1 year 1 year

2 years Create "big events" with other chapters 1 year 1 year 1 year Promote chapter to civic leaders Increase outreach to other chapters Promote chapter to event planners

1 year Host a father/son guest night 2 years Participate in PBS fundraising (answering telephones) 2 years Sing anthems at sporting events 1 year Perform at a Veterans Administration hospital 2 years Implement the "Get America Singing" program Longer Publicize YIH grants 2 years Participate in seasonal public events 2 years Publicize contributions to other non-profits 1 year 1 year 1 year Target fraternal organizations Target police/fire/similar organizations Ensure repertoire is appropriate

Goal 12: More energy [Potential Members] When on the risers, always be in "performance mode" Sing more Increase director energy Create a standing "mentor team" for guests

2 years Improve costumes/uniforms 2 years Improve staging 1 year 1 year Create a standing "visual team" Create a standing "show committee"

2 years Hire celebrity quartets 2 years Change chorus branding (including name) 2 years Improve chapter website (including Singing Is Life video link)

2 years Hire an agent 1 year Join local chamber of commerce Longer Purchase web links Longer Create a promotional DVD

2 years Get better emcees


				
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posted:11/14/2009
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