When Greg Allen wrote his 25 Rules for Creating Good Theater, he was thinking of his Chicago theater company and not your customer experience.
Nevertheless, Greg's one-page list of theatrical tips are as good a guide to customer experience, service design or even presentation technique as you will find on any business bookshelf.
Starting with the basics, some of his showbiz pointers are simple good advice for anyone working with customers:
Rule #7: Know your audience
Rule #10: Use the performers for who they are
Rule #523 (!): Include a surprise
Rule #5: Make form follow function
Others are more challenging and thought provoking, but potentially invaluable:
Rule #4: Know why you are creating this show
Rule #17: Put the backstage on stage
Rule #22: Get non-verbal
My favourite Rule is just beautiful - and mighty, if you can pin it down for your customers:
Rule #16: Create a gift for the audience. The show should include a personal gift for each member of the audience – either material, emotional, or experiential. Make sure everyone in the audience has an individual experience of the show to take out of the theater and share and discuss afterwards.
Can your customer experience do that? What could you add, to achieve that goal?
Here's Greg's full list. It's well worth reading.
Stage door pic by slimmer_jimmer at flickr.