CultureHive > Tags > customer relationship management
19th July 2013 Sara Lock

Resources tagged with "customer relationship management"

Shakespeare’s Globe – the journey towards a CRM strategy

Follow the journey of Shakespeare's Globe as they put in place a comprehensive CRM strategy. This in-depth article gives you useful pointers to powering up CRM within your organisation (whatever its size) and a framework that you can use for your own projects to make a business case for change.

By Helen Dunnett, Doug BuistPublished:2018 Type: article


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Customer service as competitive advantage

US-based arts marketing blogger (and Managing Director of Milwaukee Repertory Theater) Chad Bauman goes back to basics to remind us of the importance of good customer service, offering some simple yet ‘outside the box’ ideas on how to go one step further to ensure your customers have the best experience they possibly can; and proving that even when mistakes have been made – you can always turn them into a positive.

Published:2014 Type: article


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Customer-centred strategies

In this short article Jim Rosenberg, National Arts Strategies (USA), promotes customer-centred strategies as the way forward for arts organisations.  He argues that an ‘ingrained’ fear of ‘pandering’ to customers could be holding arts organisations back and stresses that what audiences today seek is not necessarily very far from what many arts organisations strive to offer – ‘intellectual challenge, emotional truth, social connection and a new perspective.’

Published:2013 Type: article


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CRM strategy – why is a seamless customer journey so important?

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.

Published:2013 Type: article


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Using SMS to communicate with audiences

The Men’s Store opened in central Glasgow in 2004. It was one of the first salons in Glasgow to offer male only grooming. This article from outside the arts offers a few tips on the practicalities of using SMS to communicate with customers. Store Manager Matt Jameson shares what has worked, what hasn’t and what he plans to do differently moving forward. The Men’s Store is still relatively young and has survived the ups and downs of recent economic times. Investment in SMS is viewed as a vital to maintaining strong customer relationships.

Published:2013 Type: article


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Developing an service excellence programme

In 2009 Green Light Research won the UK qualitative research industry’s prestigious Prosper Riley-Smith Qualitative Effectiveness award. This case study provides an overview of their winning project. Centre Parcs were looking for in-depth research to ‘inform and direct the development of a Service Excellence Programme.’ Green Light worked with staff at all levels to define what service meant before engaging with customer audiences. They then worked very carefully with customers to define what good service meant to them.The results have been very positive  – customer complaints have gone down and, as importantly, staff morale has increased.  This case study was …

Published:2013 Type: case-study


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Developing a visitor base and growing participation

What can be done to improve the capabilities of arts organisations to both develop a strong and sustained customer/visitor base and build participation in the arts? This report examines how organisations can understand the motivations of our audiences and customers, and develop skills to create and maintain a customer base. It also considers participation and how it can be widened.

Published:2013 Type: research


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Using CRM to support artistic risk

Many arts organisations, especially those driven by artistic rather than social objectives, are unashamedly product-led. Of course, there are exceptions to this approach, but often, marketing departments are concerned with promoting work that has been developed separately from the audience it ultimately aims to attract.

Published:2013 Type: article


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Communicating effectively with an online audience

A solution to integrate website, social media, e-marketing and online sales which provides an approach that works for individual customers and that can be managed by a relatively small marketing team.

Published:2013 Type: article


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Building a customer relationship management strategy

Customer relationship management (or CRM) needs time, loyalty and dialogue. The author of this article explains what we mean by CRM, how you can benefit from a CRM approach and when it works best. You'll also find examples of when things don't go to plan - as well as tips and advice on creating your own CRM strategy.

Published:2013 Type: article


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How to move audiences up the ladder of engagement

We all want to attract new audiences and encourage our current audiences to attend more frequently. This guide explains how you can move your customers up the ladder of engagement by using two techniques; test-drive and teleprompt. Described as affordable, profitable, practical and successful approaches, you'll find an outline of how to undertake each one along with case studies which demonstrate the impact they have had on audience engagement.

Published:2013 Type: guide-toolkit


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Using CRM to strategically develop your audiences

Helen Dunnett explores what we mean by Customer Relationship Management (CRM) and why it's not widely adapted. Using a Royal Liverpool Philharmonic Orchestra (RLPO) case study, she demonstrates the impact that segmentation and targeted campaigns can have on developing audiences.

By Helen DunnettPublished:2013 Type: article


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Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum's work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can be achieved, and how the 'magic' happens.

Published:2013 Type: case-study


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Imagine your organisation dedicated to public engagement

Following an instinctive approach to building a business and customer relationship management has helped Innocent Drinks to become a market leader.  This guide focuses on knowing what you're about and communicating that effectively, ensuring that brand buy-in and commitment to customer satisfaction are understood throughout the organisation.

Published:2013 Type: guide-toolkit


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How to reach new audiences through using creative digital opportunities

Organisations are continually looking for innovative and creative ways to engage with new audiences. This case study explores how the National Theatre reached new audiences outside of London through its NT Live project by broadcasting a series of plays in UK and international cinemas. It discusses the impact the project had on raising brand profile, the challenges in terms of promotional communication and customer relationship management, the importance of senior management buy-in and finally the opportunities that it brought for developing richer online web content.

Published:2013 Type: case-study


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Barbican CRM strategy

The Barbican Centre enters its 25th anniversary year with some encouraging news about the loyalty of its audiences and results to its marketing and CRM (customer relationship management) strategy.

Published:2012 Type: case-study


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Getting to know you

Getting to know you: customer relationship management on a shoestring

By Heather MaitlandPublished:2012 Type: guide-toolkit


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