MCN2015

As the technology museums use to process admissions, manage memberships and cultivate donors continues to evolve, so do the opportunities to understand, engage with and learn from the individuals who visit and support museums. Visitors who used to represent anonymous transactions are increasingly willing to share individual data at every point of purchase or with every interaction. In turn, their expectations about how organizations communicate with them are changing. An enterprise-wide customer relationship management (CRM) system that aggregates data collected at every touch point provides invaluable information and creates real opportunities for enhancing customer interaction and for building lasting relationships.

The performing arts have a long tradition of building comprehensive views of their customers and then using this data to cultivate deepening relationships with individuals, bringing them along from first-time ticket buyers to repeat attendees to subscribers and donors. The aggregated data collected over time also offers insights into trends, patterns, and behaviors that inform decisions of all kinds from marketing campaigns, to guest services to offer, to programming.

In this session, we will use two case studies as the basis for exploring the opportunities for institutional advancement created when data is collected in a CRM system. Micah Walter, Acting Director of Digital and Emerging Media, Cooper Hewitt, Smithsonian Design Museum will discuss how Cooper Hewitt is thinking about the patron data collected through the use of its “Pen” and how that data will inform its CRM strategy. Matthew Tarr, Director, Digital Architect, American Museum of Natural History will present on ANMH’s progress toward using CRM to create an integrated digital/physical experience for visitors. Tom O’Connor, Director, Tessitura Network Enterprise Consulting will provide contextual best practices for the use of CRM in each case study and moderate discussion with the presenters and workshop attendees.

The goal of the session will be to offer best practices for utilizing CRM data on an individual basis to deepen engagement and enhance relationships, as well as on an aggregated basis to provide insight and to inform decisions.