Podcast interview with Jean Guibert on how Cirque du Soleil utilises customer data
In this in-depth interview with the creative director of Cirque du Soleil we go backstage to see how data and research help amplify their productions.
Former marketer and current creative director for Cirque du Soleil, Jean Guibert joins CX Network podcast theatre host Seth Adler today.
In the interview he shares that he’s just finished a tremendous amount of work; the opening ceremony of the Pan-American games and the Cirque's Volta who’s production process took a full two years.
The first phase of production went pretty fast. The story, the pillars of creation of the show – what they wanted to try – was born in the first month. The practical means and how to articulate the vision artistically is what took more time.
Cirque is extremely data-savvy with a large research department, which tracks appreciation, NPS, seating, parking, ticket price, etc. And so on the business side, adjustments are made based on direct customer experience feedback.
That said, they never create based on customer research but they polish with consumer data.