Best Practices for Fostering Customer Loyalty & Retention

Spring 2025

This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.

What innovative strategies across various areas including communications, events, ticketing packages etc. have arts organizations implemented to enhance customer loyalty and retention ?

To answer this question from a performing arts member, ABA interviewed seven arts and culture institutions to understand how organizations have implemented innovative practices to foster loyalty and retention.

Key findings and report components include:

• Understanding your data is critical to develop a full picture of your audiences, their purchase history, spending total etc. which can then in turn determine your actions to boost that frequency and engagement. 

• Building loyalty assumes a certain transactional exchange (e.g., attendance, membership etc.), but organizations in our study focus on the importance of creating personal touch points to really create emotional loyalty and trust , welcome/personal notes, logistic supports, etc. 

• Brand awareness is key to building loyalty. Brand awareness includes promoting a clear vision paired with quality curation that audiences trust and value.

• The more loyal your audiences are, the more they trust your programming and will be willing to try new things and explore new content and performances. 

Members can download the complete report by clicking below.