Download - CRM for AAM 2014 MW Ask the Experts Session
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 [email protected]
@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
