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

Resources tagged with "customer relationship marketing"

How theatres can maximise revenue through secondary spend

Secondary spend is the idea of getting a bit more revenue from your existing customers when they're with you, and it's pretty big business. Ben Park, Head of Business Development at Spektrix explains.

Published:2015 Type: guide-toolkit


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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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Networked marketing – The Manchester Weekender

The Manchester Weekender, now into its fourth annual run, was created by Creative Tourist on behalf of Manchester Museums Consortium to take advantage of the annual autumnal ‘critical mass’ of culture, visitors and, crucially, partnerships. Helen Palmer explains how it kicks off the autumn cultural season by creating a weekend-long snapshot of the best of the city’s art and culture and gives visitors sufficient motivation for booking a visit; adds depth to the visitor experience; and encourages business and student/family tourists to extend their stay or return.

Published:2014 Type: case-study


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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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Niche marketing: focusing on the few

A short study into the value of niche marketing using the example of the successful Opus One subscription series for the Hallé in Manchester. This article analyses why and how this form of marketing can work and why it might not be suitable for all organisations.

Published:2013 Type: article


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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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