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2nd November 2012 Sara Lock

Barbican CRM strategy

By: Chris Denton


The Barbican Centre enters its 25th anniversary year with some encouraging news about the loyalty of its audiences and results to its marketing and CRM (customer relationship management) strategy.

Four years ago, the Barbican’s average monthly audience was made up of 70%  new customers to 30% repeat attenders. After making improvements to data  capture and coding, developing new tools to interpret and understand data  and setting up new initiatives to ensure customers had a meaningful customer  journey from their first contact with the Centre, the Barbican’s monthly mix has now shifted to 58% repeat attenders to 42% new customers for its core arts  activity.

There has also been a 270% increase in subscription revenue earned via the membership scheme with an uplift of 166% in patrons joining  the membership scheme in the past 3 years.

| Published:2012

Smart tags: strategy frequency customer relationship management CRM behaviour

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