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How to…develop a CRM Strategy

February 4, 2019 - Comments Off on How to…develop a CRM Strategy

This article, first published in Arts Professional (3/1/19), was commissioned and contributed by AMA CultureHive as part of a series sharing resources and learning from the online library for the sector.

How can arts organisations develop the best possible strategy for their customer relationship management and ticketing systems? In this article I suggest some steps to make the task easier.

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The Importance of having a CRM Strategy

November 1, 2017 - Comments Off on The Importance of having a CRM Strategy

With the continuing reduction and uncertainty in arts funding, most arts organisations have to achieve more with less. We all have to work harder to prove that what we are doing is effective so having a Customer Relationship Management (CRM) strategy in place is becoming ever more urgent.

CRM isn’t about selling, it’s about marketing. It helps you build and maintain long-term relationships, through discovering how your audiences want to interact with you, and actively meeting their stated and unstated wants and needs.

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Developing Classical Music Audiences in Lancashire

February 21, 2017 - Comments Off on Developing Classical Music Audiences in Lancashire

Lancashire Classical Music Collaboration (LCMC) is a partnership of three orchestras – Hallé, Royal Liverpool Philharmonic Orchestra, and Manchester Camerata - and three Lancashire venues - Preston Guild Hall, Blackburn King George’s Hall, and the Muni in Colne working together to bring world class orchestral music to the people of Lancashire. Read more

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Cart before the horse for CRM?

March 12, 2015 - Comments Off on Cart before the horse for CRM?

Article First published at The Ticketing Institute

I’m constantly surprised by how many organisations, when thinking and talking about CRM (Customer Relationship Management) and their CRM Strategy focus on the IT implementation that is the customer database technology.  True it’s important but if technology is applied to a faulty business strategy all that will happen is the organisation becomes more efficient at doing the wrong things!   The main goal is to have a 360° view of your customer because CRM is a strategy not a process, tactic or just a marketing function.

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Why is having a CRM Strategy important?

November 7, 2014 - Comments Off on Why is having a CRM Strategy important?

Having a Customer Relationship Management (CRM) strategy in place is becoming ever more urgent. With the continuing reduction and uncertainty in arts funding, most arts organisations have to achieve more with less . We all have to work harder to prove that what we are doing is effective.

CRM isn’t about selling, it’s about marketing. It helps you build and maintain long-term relationships, through discovering how your audiences want to interact with you, and actively meeting their stated and unstated wants and needs. Read more