Across the cultural sector, organisations are thinking about customer journeys. From the first piece of communication to their experiences of a venue, everything you do contributes to whether or not a good relationship can be created. In this article, Sarah Chambers considers customer relationship management (CRM) and what it should look like for arts and cultural organisations.
Whatever your budget, whatever your size, a systematic and (really importantly) impartial audit of all aspects of the customer journey should be undertaken. And it should be undertaken with the simple objective of making the customer visit the best and most quintessentially ‘you’ that you can make it.