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.
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.
Now the dust has begun to settle on arts funding and organisations are grappling with having to achieve more with less and prove what they’re doing is effective, it becomes ever more urgent to get a Customer Relationship Strategy in place.
As part of my CRM quest I’m working with Warwick based database marketing company Purple Seven to deliver their cutting edge Balanced Database programme. Simply put it’s an intensive training programme that gets you software, training and marketing support and aims to increase ticket revenue, reduce wasted marketing spend and improve mailing response rates. And the best bit is you get your money back if that doesn’t happen!
HD Consulting works with arts, culture and heritage clients in the UK to provide help with strategic, audience and organisational development.
Helen Dunnett is an experienced CRM, marketing and ticketing professional who has worked with a wide range of arts, culture and heritage organisations for over 20 years. Winner of the 2020 Midlands Enterprise Award: Most Outstanding Small Business Entrepreneur