Increasing frequency, building loyalty

Issue 34 / April 2009

This issue of JAM explores the theme of audience frequency and loyalty: what is the relationship between the two and what can we do to increase them both?

To help us answer these questions, Heather Maitland finds out what the research says about customer retention and loyalty (page 4); Seth Godin draws an analogy between marketing and getting married (page 6) and Katy Raines makes the case for why arts organisations should switch to a CRM approach (page 8).

On page 15, Claire Byers brings the topic to life with a case study on how BALTIC set out to engage their visitors through customer service excellence, while Caroline Griffin argues that managing your customer relationships wisely will help you achieve not only your financial aims, but your artistic objectives as well (page 17).

Sharon Ament shows how segmenting visitors according to their lifestyle and attitudes has worked for the Natural History Museum (page 19) and Tim Baker challenges the idea that subscription schemes are a thing of the past (page 21).

Any thoughts, comments or suggestions for JAM? Please email the Editor.