This guide provides seven top tips for looking after your CRM to ensure it effectively delivers the benefits, relationships and data your can utilise.
Resources tagged with retention
Is customer retention the same as loyalty? What are the positive factors that affect loyalty? Heather Maitland finds out what the research says about audience frequency and loyalty.
Arts marketers are constantly under pressure to justify every pound they spend against the return they achieve – and a good loyalty-based, or CRM (Customer Relationship Management), approach will help you do just that.
The ‘Test Drive the Arts’ concept is about utilising spare capacity in arts venues (which generate nil income) to give potential attenders a ‘taste’ of the product in order to stimulate repeat attendance (and thus generating income in venues where a charge is levied). This groundbreaking study evaluates performance against objectives including: targeting 25,000 new … Read more
This report provides a summary of the Test Drive: North West audience development project which looked at how venues could increase repeat attendance using spare capacity. Using telemarketing, potential attenders where given a chance to ‘try before you buy’ with the offer of free tickets providing an opportunity to capture personal data and profile their … Read more
Most arts and cultural organisations only need to increase retention and frequency rates among a small percentage of their customers for considerable financial benefit,so choosing to concentrate on the needs of just one or two segments will bring good returns on any investment in change. What Audiences London discovered about less committed audiences went beyond our assumptions, sometimes confirming them, sometimes challenging them.
Report from an away day focusing on increasing audience retention.