Maybe it’s just me, but don’t you think it’s a tad unfair that at the end of an opera performance it’s only the cast that takes the applause? Sure, I know that’s who the audience has paid to see, and they’ve had all the stress of performing, but what about the rest of the staff? The people backstage ensuring the performance runs smoothly, the artists who put the scenery together, the producers and runners all play an important role in making the final performance as memorable as possible. Don’t they deserve a shout out too?
What got me thinking about this was one of our customers, the Sydney Opera House. The Opera House has long been associated with innovation—from its unique building to the exceptional performances it stages each year. This innovation-centricity can be seen in its approach towards customer experience.
For the Sydney Opera House, customer experience isn’t limited to the physical venue: it believes that customers should experience a little magic at every one of its customer touchpoints, including digital ones. It understands a fundamental fact about customer experience best practice: every touchpoint matters equally; every touchpoint is part of the brand. This is experience seen in its totality.
What is Sydney Opera House doing differently? For customers, much of the important work has gone on in the digital equivalent of backstage. The main change was that the company got rid of its many siloed and disconnected marketing platforms and tools, replacing them with a more joined-up approach that they delivered through Adobe Experience Cloud.
As well as making it easier to put new content online and beef up the resilience of its ecommerce operations, The Sydney Opera House’s new marketing platform enables it to understand its customers better by increasing visibility into their behaviour and preferences at every touchpoint. This deeper understanding allows the Opera House to better curate and personalise content across its channels.
Find out more about what Sydney Opera House is doing here:
Towards the extraordinary
From when a customer first visits the website to when that same customer visits the iconic venue, the Sydney Opera House has made sure that the experience they undergo makes them want to come back time and again. Jørn Utzon, the architect of the Sydney Opera House, once described the journey across its forecourt and up its steps as one of moving “from the ordinary to the extraordinary.” Today the company is achieving something very similar with its digital experiences.
What’s its secret? The most important change can be summed up in one word: integration. This may not be the most thrilling topic out there, but it lies at the heart of exceptional customer experiences. Integration is what architects an enterprise for taking action in milliseconds. Integration is what leads to internal streamlining, and internal streamlining is a pre-requisite for creating better external experiences. Only by integrating the various data, systems and tools that go into modern marketing can you gain a single, true view of the customer to seamlessly and consistently deliver content across every channel. Customer experience leaders like the Sydney Opera House realise that they need to bring everything—the best content, the best data, and the best tools—together on one platform to deliver amazing experiences that will leave a lasting impression.
Experiences worth singing about
OK, so integration isn’t glamorous, and we won’t see integration technologies receiving the kind of excited plaudits garlanding AI and VR, the emerging stars of marketing technologies currently garnering applause from customers. But behind the scenes the underpinning provided by a seamless marketing platform is just as important. If your marketing and customer experience efforts are still operating in siloes it’s time to change—and fast. It’s early days, but by the time the curtain call comes you’ll need to be ready, and that means being able to join up all your channels, data and content with ease. If not, you might find the opera goes on without you.