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SAVING THEATRE CALGARY
Theatre Calgary is one of the largest professional theatres in western Canada. However,lagging ticket sales and competing claims on the philanthropy dollar brought Theatre Calgary to near bankruptcy in 1996.A decision was made to overhaul the company's marketing approach that would raise the standard of performance expected from employees, especially those in theareas of sales and customer service.
To support the new approach, the company invested in training for aggressive marketingand up-selling. Employees attended seminars on a range of techniques from how to cross-sell to how to analyze demographics for marketing opportunities and how to create a customerprofile from the client database. Employees also had to improve their customer contact skills, from telephone manner to up-selling to meet-and-greet. They spent time developingscripts and rehearsing how to deal with people and how to deal with people with problems.
QUESTIONS
1. How important is training for saving Theatre Calgary from bankruptcy? What type of training is required?
2. What do you think about the training programs provided to employees at Theatre Calgary? What would you recommend for improving them?
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