CUSTOMER RELATIONSHIP MANAGEMENT ( CRM )

INTRODUCTIONS

Douglas Hegley, Director of TechnologyMinneapolis Institute of Arts

… and you?

T H E C O M M U N I T Y ?

MIA embraces its FREE admission

Visitors can just stroll in … and that’s a good thing!

T H E M I A ’ S “D N A” S T R A T E G I C P L A N

T H E M I A ’ S “D N A” S T R A T E G I C P L A N

W H Y ?

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

Audience engagement,

excellent experiences

CRM – knowing the audience

Why indeed …

Sinek: “People don’t buy what you do, they buy why you do it”

• Changing environment– Marketing content matched to customer

expectations/need• Less “information”, more relevancy

– More likely to lead to action

C R M : W H Y? (or is it “why bother”?)

• Changing environment• Not all customers are equally valuable

– Loyalty & affinity– Frequency & depth

– Earned revenue

C R M : W H Y? (or is it “why bother”?)

• Changing environment• Not all customers are equally valuable• Customer insights

– Planning

– Programming

– Testing

C R M : W H Y? (or is it “why bother”?)

• Changing environment• Not all customers are equally valuable• Customer insights• Demographics are old-fashioned

– Psychographics & sociographics, baby!

C R M : W H Y? (or is it “why bother”?)

DH

• It’s a risk• Watch trends• Trust is always fragile

• “Emerging consumer privacy concerns will force 50 percent of early adopters to reconsider the wisdom of offering hyper-personalized promotions by 2015 (Don’t underestimate the chilling effect of high-profile data breaches …)” - Michael Friedenberg in CIO Magazine, April 1, 2014

C R M : C R E E P Y B I G D A T A ?

DH

Identity-related needs

determine

leisure activity choice

M U S E U M V I S I T O R S

KG

• Engage and delight audiences in powerful new ways• Communicate clearly and directly • Make data-driven decisions about investments of time,

effort, and financial resources

• Doing this requires systems that provide comprehensive functionality, flexibility, ease of use, and full analytic and reporting capabilities

M I A G O A L S I N C L U D E :

DH

Museums are awesome!

• A set of software tools• That enable an organization to manage relationships• With customers (people!)

• With CRM, comprehensive customer information is stored in one central location, and can be accessed on-demand, anywhere, anytime.

• Many systems claim to be CRM, but are they really?

C R M : W H A T ?

• The structure for a loyalty program (like frequent flier miles)

H O W ? The CRM will ENABLE:

• The structure for a loyalty program (like frequent flier miles)• Personal dashboards and reports - provide tools to manage

personal details, update preferences, and custom-design personal experiences.

H O W ? The CRM will ENABLE:

• The structure for a loyalty program (like frequent flier miles)• Personal dashboards and reports - provide tools to manage

personal details, update preferences, and custom-design personal experiences.

• Decision-making in real-time, based on data.

H O W ? The CRM will ENABLE:

• The structure for a loyalty program (like frequent flier miles)• Personal dashboards and reports - provide tools to manage

personal details, update preferences, and custom-design personal experiences.

• Decision-making in real-time, based on data.

• Targeted communications, and testing new offerings to gauge response.

H O W ? The CRM will ENABLE:

• The structure for a loyalty program (like frequent flier miles)• Personal dashboards and reports - provide tools to manage

personal details, update preferences, and custom-design personal experiences.

• Decision-making in real-time, based on data.

• Targeted communications, and testing new offerings to gauge response.

• Seamless integration with other institutional systems (e.g., telephone system, docent scheduling software, and more)

H O W ? The CRM will ENABLE:

• Increased customer retention and number of repeat visits• Increased loyalty across multiple audience types.• Reduced marketing costs and increased return on

investment

• Quick access to customer insights and predictive trend analysis

A S U C C E S S F U L C R M P O W E R S :

• Task Force: small, dedicated, intensive• Requirements• Challenging assumptions

• Kicking tires … hard!

M I A S E L E C T I O N P R O C E S S

• Salesforce – an industry-leading CRM, run by a multi-billion dollar corporation with a mission to support non-profits, providing the same system used by Fortune 500 corporations at a fraction of the cost.

• roundCause – member and donor management module

M I A T O O L C H O I C E S

• Salesforce• roundCause• Siriusware - a best-in-class ticketing solution that will

transform the lobby and website into dynamic sales environments, focusing on the needs and expectations of the MIA audience.

M I A T O O L C H O I C E S

• Salesforce • roundCause• Siriusware

• Your mileage may vary – it’s only partially the SOFTWARE, it’s mostly the PROCESS

M I A T O O L C H O I C E S

• CRM provides tools, not answers

• The magic is in how you use those tools

M A G I C ?

• Implementation

– Target October 2014

N E X T U P :

KP

• Collect comprehensive data• Analyze results• Plan

N E X T U P :

KP

• Innovation (disruption)?• Effective use?• Staffing?

C R M : Q U E S T I O N S

KP

• We learn most by listening intently

• Turn findings into actions - quickly– Requires agility, a relatively new skill for museums

C O M M I T M E N T : A U D I E N C E C E N T E R E D

DH

• Demographics

• Listening = Data

• Tools < Actions

T A K E A W A Y S

DH

T H A N K Y O U!

Douglas Hegley, Director of Technologydhegley@artsmia.org

@dhegley

http://www.slideshare.net/dhegley

Q U E S T I O N S and D I S C U S S I O N