Customer relationship management (CRM) is an approach to managing an organisation’s interaction with current and potential future customers.
For Arts Centres / theatres this is your ticketing database / software. This allows for you to ensure all key information from mailing address / email and ticketing history is in one location.
It is important to maintaining this database with accuracy so as to ensure when forwarding information to patrons it is reaching the patron. The more information you collect the more cross analysis you can do from a marketing perspective. For example if you wanted to know all those patrons who had booked a ticket to a children’s production so you can email them about the upcoming children’s production you have programmed – you would need to be able to search by previous children’s productions or have a list code category Children’s Theatre.
Including in your database hirers / suppliers contact information is also a central way to keep accurate information and allows for ease when wanting to contact.
Ensuring that you have an electronic direct mail (EDM) system that can connect with your ticketing database with ease is also a positive solution this then allows for better accuracy when patrons want to be removed of the database and for importing lists to the email system.
Please see the ticketing section re the different ticketing systems that are available… Click here for a directory of ticketing providers…
Live Performance Australia (LPA) is “the peak body for Australia’s live entertainment and performing arts industry” and work a lot in developing policy for the industry. Many venues who are members of LPA subscribe to the LPA Ticketing Code of Practice. Many consider this code ‘best practice’ for handling ticketing complaints, information management and customer privacy. Even if you are not currently a member, your organisation may still decide to adopt a policy that adheres to these industry guideline.
A very detailed and useful definition of CRM was formulated by a leading online CRM resource, “Search CRM”:
“Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. CRM systems are designed to compile information on customers across different channels — or points of contact between the customer and the company — which could include the company’s website, telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give customer-facing staff detailed information on customers’ personal information, purchase history, buying preferences and concerns.”
Definition from http://www.techtarget.com/#3 for marketing and CRM Resources