MeaningMatters

At this time of year, most performing arts organizations are sending out their 2007-08 Season Brochures. Invariably, we wait for the incoming mail (or check our web reports) to see how many people have responded and see how many have ‘churned-out.’ We then wondered why people decided to not to renew. However, we’re now realizing that some might have mistakenly thrown out the brochure with all the junk mail we receive, put it into a ‘to do’ pile and forgotten to retrieve it, or haven’t had the time to read through the multi-page brochure, talk about it with their spouse/partner, fill out the form, and push submit. This might be described as ‘customer failure’ http://sloanreview.mit.edu/smr/issue/2005/fall/05/