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

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.

The back of four women standing with their arms around each others waist. One has a camera over her shoulder.

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

In this step-by-step guide Helen Dunnett explains how your heritage organisation can create meaningful and deeper relationships with your visitors, customers and donors through the use of Customer Relationship Management (CRM).

A pair of feet wearing white lace-up shoes stands on the edge of a large smiley face painted on the pavement. An arrow points to the smile.

Video: How to develop an effective customer relationship management (CRM) strategy

CRM — customer relationship management — is not just about using a CRM system it’s about building and creating meaningful relationships with your visitors and audiences. In this online masterclass Helen Dunnett and Edward Appleyard provide practical insight into how a CRM strategy can work for a small to medium-sized heritage organisation and the impact it can have on audience reach and engagement.

Levels

1. Beginners
You're starting from scratch, or you need a digital skills and knowledge refresh. You're time poor and need a quick fix.

Level 2 2. Development
You've mastered the basics and now you want to fine tune your digital skills and knowledge. You're looking for new ideas and inspiration to achieve what you want to achieve.

Level 3 3. Advanced
You know what you're doing digitally but you want to do it better. You're keen to test and experiment and take your heritage organisation to the next level.