BLO
Boston Lyric Opera: Case study
Customer objectives for its three strategic themes
Develop loyal and generous supporters
There are two major elements to this goal of the opera company -- that of building customer loyalty and generosity. Funds from tickets are not enough alone, so the opera must solicit donations. Keeping track of donations is an essential metric to using a Balanced Scorecard approach. But there is another component of this metric -- determining the demographics from whom the donations are solicited. The BLO wishes to build its young, professional donor segment to ensure that the opera has a long, steady source of revenue from a growing rather than shrinking consumer base. Lowering the demographic age of the donors and also measuring the extent to which attendees at specific types of fundraisers become regular patrons is also required.
Build reputation on the national and international opera scene
Ultimately, an opera company's objective is to produce great opera -- and also to ensure that the world knows that great opera is being produced at the BLO. The BLO wishes to attract new, fresh, rising talent as well as current stars. Creating a residency program for young talent; showcasing lesser-known works; creating a more coherent artistic style; and building artistic partnerships are all components of this objective. However, it can be more difficult to measure reputation as a metric of success, in contrast to other elements. To measure these objectives, the company can at least keep...
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