PlayhouseSquare PlayhouseSquare CRM CASE STUDYCRM CASE STUDY

WHY CRM?WHY CRM?

Integrate Inside Sales, Group Services, Guest Services and Subscription Services into one Customer data base

Track, analyze and measure guest behavior, patterns, and sales opportunities.

Start Date: January 2009

Re-Start Date(Inside Sales): March 2011

PHASE ONE: GUEST SERVICESPHASE ONE: GUEST SERVICES

Cases are created for phone calls, emails, and comments from our website with integrated form in the CRM.

Each case is then examined every month

This allows us to find opportunities for improvements and/or better communication .

PHASE ONE: GUEST SERVICES(STATS)PHASE ONE: GUEST SERVICES(STATS)

We had 1595 Guest Service Cases in 2010: 308 of these case were actionable cases 256 of the 308 cases were Complaint cases 135 cases regarding “Programming”

104 cases regarding “unhappiness with shows” 12 cases regarding “Star performers not

performing” 63 cases regarding “ Rescheduled shows” 23 cases regarding “Front of House/Redcoats”

Majority of Cases came to us via: Email = 36% Web = 34% Phone = 21%

Majority of case were logged in: October = 14% November= 13% August= 13%

PHASE TWO: SUBSCRIPTIONS PHASE TWO: SUBSCRIPTIONS

CRM is used in Subscription Services to track guest behavior

Activities are opened for all subscribers. These activities range from exchanges to comments/complaints.

CRM and Staffing Inbound and outbound calls are tracked in

order to determine the staffing needs for that particular time of year/ particular show.

PHASE THREE: GROUPS AND INSIDE SALESPHASE THREE: GROUPS AND INSIDE SALES CRM and Selling -

All inbound and outbound calls are logged in the CRM as a lead in specific Campaigns

-We upload calling lists and create campaigns. These calls are then assigned to operators daily.

PHASE THREE: GROUPS AND INSIDE SALESPHASE THREE: GROUPS AND INSIDE SALES

Benefits We have found by using the CRM

to replace paper, leads are being taken more seriously. Calls are being made and follow up can be assigned and tracked.

Reasons why guests do not buy are being tracked in the CRM so we can measure, and in the future pull “smarter”, more targeted list to use.

We are also able to find any strengths or weaknesses with the operators based on response patterns. Guest History is at the

operators fingertips. Any outside lists are also imported

into the CRM as new leads/campaigns.

PHASE FOUR: ORGANIZATIONAL INTEGRATIONPHASE FOUR: ORGANIZATIONAL INTEGRATION

CRM’s Integration to all departments.

We have created an EVENT BASED portal in the CRM system.

All events at PlayhouseSquare contain the following

Sales reports Information sheets Marketing surveys Front of house information Food and beverage totals Development

sales/comments

PHASE FOUR: ORGANIZATIONAL INTEGRATIONPHASE FOUR: ORGANIZATIONAL INTEGRATION

All cases relating to the show are kept in the event group

This allows for quick reference and historical archive

WHAT HAVE WE LEARNED?WHAT HAVE WE LEARNED?

Take your time. Do not try to do it all at once. Plan your roll out of CRM in phases. Create a chart that lists all the functionality you would like to utilize in your CRM.

(Included features you may not even have yet). This allows you to build your systems with the “bigger picture” in mind. It is like a

puzzle that you are putting together. Invite key members of each department to be involved in the planning and building of

the CRM. This will help you with the roll out of all phases. It also creates “buy in” and excitement.

QUESTIONSQUESTIONS

Brian P SayreDirector of Ticket Services

PlayhouseSquare1501 Euclid Ave, Suite 200

Cleveland, Ohio 44115216.348.5310

brian@playhousesquare.org