If you ever want to know what it is like to be your customer do two things:
1. Go to your website and try to purchase a ticket to your next show.
2. Call your box office, pretend to be a customer, and try to purchase a ticket to your next show.
I've done both and the process, particularly buying a ticket online, showed me that we had some pretty big problems with the online ticket buying process.
I haven't gotten all the problems solved yet, but I know they are there.
If I hadn't put myself into my patrons shoes and saw the buying process from their perspective, I would have never saw the problems.
I would have been losing sales left and right with no idea as to why.
Don't let that happen to you. Take the perspective of a ticket buyer and see how you can make the process a little bit better.