The 7 Principles of CRM for the Arts | Spektrix
At its core, customer relationship management (CRM) is all of the activities, strategies and technologies that companies use to manage their. What makes a good customer relationship management strategy in the arts? We put our heads together and came up with these 7 principles for a foolproof. Key words: Science and art of customer relationship management, business processes, technology solution. INTRODUCTION Although, few years ago.
Personalization is a major theme in marketing these days largely due to the fact that the average person is subjected to thousands of marketing messages per day and has a well developed sense of sub-conscious ignore. Personalization and pressing need are some of the few things that get through the noise and use of a CRM system allows you to tailor your pitch based on their unique attributes and needs.
Ideas from the team
How would you know which would be the most profitable? And how would you know what products to offer them? This is where a CRM system excels since you have sufficient data to identify demographic, geographic, behavioral and even psychographic trends.
Many organizations find it a challenge to switch over to CRM due to the myriad of ways their current systems are implemented.
The Art of Customer Relationship Management
In order to be truly successful the software should cover just about all possible points of contact with a customer and internal employees should buy-in religiously to using it. One of the most common complaints from companies trying to adopt a CRM system is trouble getting employees to use the system all the time.
Connecting the pieces A customer engages with a brand over many channels of communication: Putting all this together with purchase data creates a complete picture of the value of the customer, they types of needs they have, the issues they have experienced.
In an aggregated form this gives you a big picture of the customers who are driving your growth and their needs and challenges. Support A CRM system makes it easy to see all previous issues a customer has had and their purchase history. Some organizations put certain users into tiers based on their revenue with a company, with larger enterprise clients getting a premium service level agreement response time.
Knowledge Many Customer relationship management software programs have knowledgebase and expertise features that allow teams to share knowledge.
But for a good customer relationship management strategy to succeed, it also needs to stick to these 7 principles: Whether they buy online, over the phone or at the box office, you should have the correct online mechanisms and the staff training in place to capture customer information.
Work out of a single database across the whole organisation Having a single database of customer records for your whole organisation is essential for having a full picture of your customers. For example, it avoids targeting some of the potential high level donors in your database with a subscription campaign instead of a donation ask which could be far more valuable.
A single customer database therefore not only requires a good system but a solid organisational strategy to use it wisely. Make data-driven decisions You know you have a rock solid CRM strategy when you always measure the success of your marketing, sales and fundraising activities, feeding back the results into your future activities.
- The Art Of Customer Relationship Management
Gather data on your customers. Analyze and segment your customer data into groups of people who share the same needs. Implement and test your theory.
How many people went on to book a ticket because of your marketing? Then test and refine, going back to step 1.
The Art of Customer Relationship Management
Measuring the results of your CRM activities is the best way to power your CRM strategy going forward, cutting costs in the right places and redirecting your resources to other activities that will help you to generate revenue and grow audiences more effectively. This process is what we like to call an iterative approach and should absolutely be at the heart of how you treat your email marketing, your social strategy and your website.
How often do you tweak your print design and think about the layout of your promotional emails? From our experience, venue marketing teams tend to do that quite a lot, whereas they might only think about changing their website once, maybe twice a year.
Unless your venue exists in a vacuum, your website is going to be read many more times than your print. Create capacity in your team to regularly review and improve your site based on the feedback from your customers and the metrics you collect from visitors. Not sure where to start?
The Art Of Customer Relationship Management
Choose good technology that encourages speed and agility Good CRM needs good technology to automate personalised service and make activities like segmenting your customer data much faster and easier. CRM is reactive, so speed and agility are super important. The technology you depend on for your box office, marketing and fundraising operations should be spurring on innovative CRM techniques in your organisation — not holding you back.
In practice, that means a software supplier who can regularly push out upgrades to your system without too much downtime or extra cost, who has their finger on the pulse, developing features in response to the industry and who goes to painstaking lengths to develop an interface that is easy to use.
The kinds of things it should be really easy to do are: Sending emails to customers before and after they attend your organisation with content that dynamically updates in order to be personal to the recipient. Recognizing customers on your website as unique individuals when they log in to their online account by applying membership discounts and priority booking to their order automatically.
Sending out reports to keep everyone informed with the right information at the right time without any manual intervention. Segmenting your customer data into meaningful groups that you can work with straightaway for fundraising and marketing purposes.
Be customer-centric CRM considers the customer experience holistically, from their first interaction with your venue, to being inside the building.