Annual Report 2011 - Sydney Opera House

100GOVERNMENT REPORTINGSydney Opera House Courtesy Shuttle BusThis complimentary bus, which transports customers between Circular Quay and SydneyOpera House, has established itself as an essential service for many elderly and lessmobile patrons. This year it carried in excess of 16,300 passengers.Courtesy Shuttle Bus Passengers 2007 to 2011Customer ResearchSydney Opera House led a joint databaseresearch project this year aiming toprovide a better understanding of theshared Sydney performing arts market.Working with Opera Australia, SydneySymphony, The Australian Ballet,Australian Chamber Orchestra, BellShakespeare, Sydney Symphony andSydney Theatre Company, informationfrom databases across all companies wasused to build a profile of customers andmap the key links between companiesand genres.By collaborating with resident andsupported companies, a comprehensiveunderstanding of the individual and sharedcustomer base can be formed and will beused to inform future shared data uses,audience development initiatives and jointcultural community promotions. Outcomesof the research project will be finalised inearly 2011/12.Next year Sydney Opera House willundertake a Youth Audiences Review usinga range of research methods, includingdatabase research on schools and familybuying patterns, history, ticket prices andproduct type. Research findings will beused to inform programming and marketingapproaches for Kids at the House, BabiesProms and House:Ed presentations, as wellas associated education initiatives such asDigital Classrooms. This important researchwill provide Sydney Opera House withan in-depth understanding of all youthaudience segments, ensuring programmingand communication strategies continueto address and adapt to the culturaland educational needs of this importantcustomer group.Customer Service Feedback16,30018,00017,00015,00013,00010/11 09/10 08/09 07/08 06/07In line with our Customer FeedbackPolicy, Sydney Opera House aims toachieve excellence in customer serviceand business performance througheffective management of customerfeedback. Sydney Opera House welcomesand values complaints, compliments andsuggestions as positive tools for changeand improvement.All customer feedback and responsesare recorded and managed as CustomerService Issues in the Tessitura customerrelationship management system as asingle repository for customer feedback.