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Christmas ballet gets Cloud-based feedback management

By implementing a Cloud-based customer feedback management service, the English National Ballet claims to be better placed to capture, evaluate, and respond to the toughest critics of its new production of The Nutcracker.

The Nutcracker - which will be performed at the London Coliseum until 30th December - is English National Ballet's 10th interpretation of the much-loved classic, and has been created by artistic director Wayne Eagling to celebrate English National Ballet's 60th anniversary.

"This year, managemycomplaints.com will be helping us to more easily capture all types of customer feedback for The Nutcracker and other events," says English National Ballet communications director Louise Halliday. "The voice of the audience is far more important to us than official reviews, so how we capture, use, and respond to feedback is vital to our long term success."

Halliday continues: "Just like in any other business, customer feedback can be used to help us improve and develop. We aim to capture and respond to everything we receive, whether they are comments about performances, queries from the audience, requests to sit in on rehearsals, or letters of thanks from schools involved in our educational initiatives."

The integrated, Web-based architecture of managemycomplaints.com allows English National Ballet to capture all types of customer feedback or complaint - whether by phone, letter, fax or email - and handle and respond to that information, Halliday adds.
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