When building a culture of trust in your organization and with your guests, Clarity is the starting point. When communication is clear, it reduces misunderstandings, aligns efforts towards common objectives, and enables better decision-making. Clarity also fosters trust, increases efficiency, and enhances our ability to adapt to change.

Research shows that 70% of conflict is due to a lack of clarity. People trust the clear but distrust the ambiguous or overly complex.

Clarity for Building Trust with Guests

When we talk about guest experience in the cinema industry, clarity is not just a buzzword. When guests have a clear understanding of what to expect, from ticket purchasing to the final credits, their satisfaction and loyalty soar.
By prioritizing clarity in every aspect of the movie-going experience, cinemas can create memorable moments for their guests and drive long-term success through:

  • Enhanced Guest Satisfaction: Satisfied guests are more likely to return and recommend the theatre to others.
  • Boosted Revenue: Clear communication can lead to increased sales of tickets, concessions, and merchandise.
  • Strengthened Brand Reputation: By building a TRUSTED BRAND, you build a reputation for clarity and efficiency that can set your theatre apart from the competition.
  • Fostered Loyalty: Loyal guests are more likely to not only return time and time again, they also become brand champions that sing your praises to their family and friends.

SO WHAT DOES THIS LOOK LIKE IN REAL LIFE?

We need to look at guest experience from the guest’s perspective for every interaction that guest has. This may include things like:

  • Intuitive, Easy-to-Navigate Website
  • Clear Signage
  • Efficient Ticketing
  • Informative Concessions Menus
  • Comfortable Seating

But the most impactful way to achieve clarity with guests?
Knowledgeable, well-trained, engaged staff!

This runs the gamut from staff at ticket booths to answer questions and provide assistance promptly, to concessions employees who can offer information and suggestions about menu items.

As the face of your business, never underestimate the power of a well-trained, engaged team when it comes to helping you build a TRUSTED BRAND that fosters happy, loyal customers!

Clarity for Setting and Achieving Business Goals

Without clarity, we slow down as an organization, we can’t see what’s next, we lose momentum, we lose efficiency, we lose effectiveness. With clarity, we gain momentum and unify as a team.

When we specifically talk about setting business goals – either long or short-term – gaining clarity involves asking ourselves specific questions:

  • WHERE are we now?
  • WHAT is the goal?
  • HOW are we going to get there?

To have clarity around our goals and how we’re going to achieve them, we need to:

  • Clearly define what success looks like.
  • Set specific deadlines.
  • Encourage questions.

STAY ON TRACK

Something else to consider to keep long-term goals on track and manageable is doing so in 90-day sprints. This provides a structured and efficient approach and helps teams stay focused, productive, and adaptable in a dynamic business environment. The benefits of this approach include:

  • Focus and Prioritization: Sprints force teams to focus on specific, achievable goals within a defined timeframe. This helps prioritize tasks and prevents getting bogged down in less critical activities.
  • Increased Productivity: The time-bound nature of sprints creates a sense of urgency and accountability, motivating teams to work efficiently and deliver results.
  • Adaptability: By breaking down long-term goals into smaller, manageable chunks, teams can be more agile and responsive to changes in the market or internal priorities.
  • Measurable Progress: Sprints provide clear milestones and opportunities to track progress. This helps teams stay on track and make necessary adjustments along the way.
  • Improved Team Morale: Achieving regular wins within each sprint boosts team morale, fostering a sense of accomplishment and motivation.
  • Reduced Risk: By breaking down large projects into smaller sprints, teams can identify and mitigate potential risks earlier in the process, reducing the overall risk of failure.
  • Enhanced Collaboration: Sprints encourage frequent communication and collaboration among team members, ensuring everyone is aligned and working towards the same objectives.
  • Continuous Improvement: After each sprint, teams can reflect on their performance, identify areas for improvement, and implement changes to optimize future sprints.

SO WHAT DOES THIS LOOK LIKE IN REAL LIFE?

It means we can’t just say “We need to increase concession sales”, or “We need to improve guest experience”. We need to identify HOW we’re going to achieve this goal so that your team has clarity about next steps, and how to accomplish the priorities and goals put in front of them.

EXAMPLE

WHERE are we now? Concession sales year-to-date are under budgeted goals.

WHAT is the goal? Concession sales year-to-date are under budgeted goals.

HOW are we going to get there?

  • Introduce a new, limited-time-only concession item (e.g., a specialty popcorn flavor or a unique drink).
  • Promote the new item through digital signage, social media, email, and in-theater announcements.
  • Train staff thoroughly on upselling the new item to customers at the point of sale.

When we next dive into the HOW, we get into more specifics to ensure clarity for everyone on the team:

What does success look like?

  • Increase concession sales by 20% for the next quarter

What is the deadline for the goal?

  • End of Q4

Clarifying questions asked by the team:

  • How will we track sales of the new item?
  • What is the budget for marketing and promotion?
  • How will we ensure that staff is trained effectively on upselling?

In conclusion, clarity is the bedrock of trust and success. By prioritizing clear communication, setting defined goals, and empowering teams, organizations can foster a culture of trust, enhance productivity, and achieve remarkable results. Whether it’s building strong relationships with guests or driving business growth, clarity is the key to unlocking limitless potential!

“If you know where you’re going, it’s a lot easier to get there.”
– Yogi Berra

Up next we explore a key component of building trust that you may not think of when you think about business success: The Unexpected ROI of Compassion. Until next time…

If you missed the first article in this series, Why Trust Matters More Than Ever for Cinemas, you can read it HERE.

CONTENT NOTE: The source material for this article comes from CineTRAIN’s 2-Day Master Class on Team Building. If you’re interested in bringing this dynamic training to your organization (virtually or in person), let’s talk!

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