Key considerations when establishing quality service to internal and external customers include:

• detailed knowledge of the range of products and services offered within the specific entertainment industry workplace

• matching customer needs, preferences and expectations to appropriate product(s) and/or service(s)

• seeking assistance from others, as necessary in order to meet a specific customer need, preference and/or expectation

• seeking opportunities to deliver additional level of service beyond customer’s immediate request or expectation

• seeking assistance to improve customer service practices

• dealing with problems and/or delays in the delivery of products and/or services in a timely manner.

It is important to regularly seek feedback on customer service practices to enhance service delivery.

When seeking feedback on customer service practices it is essential to value the information obtained from staff and customers and use it positively to enhance service delivery in your organisation.

There are many roles in theatres and entertainment venues that require you to interact with customers. These may include Front of House Manager, working in the box office, usher, bar staff and much more. These jobs include you to do some of the following:

• Welcome the audience into the building

• Ensure a high quality of customer service

• Sell food, drink and merchandise (bar)

• Guide audience members in the right direction

• Manage incoming ticket sales over the phone and in person (box office)

• Issue tickets to audience members (box office)

• To be the point of contact for customer enquiries

• To ensure the front of house area looks presentable and tidy at all times

Look at the two videos (right) to get an insight into the role of ushers in theatre.

Every entertainment industry workplace will have specific customer service policies and procedures for establishing contact with customers. It is essential to develop a rapport with customers and have a range of techniques for approaching and dealing with customers.

Working as an usher in front of house you will come in contact with a diverse range of patrons. You will be expected to greet them politely, to listen to their requests and to be patient and courteous. You may be the first person they come in contact with at your venue. It is important to leave them with a good impression.

It is common for patrons to have a a range of customer enquiries in any entertainment industry workplace and this may include questions concerning:

■       venue facilities

■       location of specific seating areas

■       correct entrance door for particular seats

■       exit points for the auditorium

■       special venue restrictions (food, drink, cameras)

■       special effects being used in performances (strobe, smoke)

■       lock out procedures for the performance

■       ‘No entry’ areas.

All staff involved in delivering a service must adhere to the expectations of providing quality customer service. They are, however, part of a broader team that must work together to ensure that quality service is consistently maintained. It is important to adopt a teamwork approach and develop collegial working relationship with other staff members. Other staff members will be able to support you in difficult situations and give you advice on how to approach difficult customer complaints. 

Work through pages 70-80 of your workbook. 

Work through pages 81-84 of your workbook.