21. What is ‘Customer Relationship Management’ (CRM) and how can it benefit my heritage organisation?

CRM — customer relationship management — is not just about using a CRM system it’s about developing a digital engagement strategy that can help you build and create meaningful relationships with your visitors. These resources provide practical insight into how a CRM strategy can work for your heritage organisation and the impact it can have on audience reach and engagement.

A lady holding a drink collects an event pack from reception
Image courtesy of Arts Marketing Association © Marion Botella

Digital Heritage Hub is managed by Arts Marketing Association (AMA) in partnership with The Heritage Digital Consortium and The University of Leeds. It has received Department for Digital, Culture, Media and Sport (DCMS) and National Lottery funding, distributed by The Heritage Fund as part of their Digital Skills for Heritage initiative. Digital Heritage Hub is free and answers small to medium sized heritage organisations most pressing and frequently asked digital questions.

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