What Can the Performing Arts Teach Us About Cultivating Relationships with Each and Every Visitor?

Professional Forum
Micah Walter, Independent, USA, Catherine Devine, Microsoft, USA, Kevin Giglinto, Chicago Symphony Orchestra, USA

As the systems museums use to process admissions continue to evolve with enterprise-wide customer relationship management (CRM) capabilities, we have an opportunity to change the way we think about our visitors and how we interact with them. Getting to know them through the data they share at the point of purchase becomes the foundation for a lasting relationship with our museums.

The performing arts have a long tradition of using customer data to cultivate deepening relationships with patrons, bringing them along from first-time ticket buyers to repeat attendees to subscribers and donors. CRM admission systems provide museums with similar opportunities to develop data-driven visitor programs, personalized patron loyalty initiatives, targeted membership campaigns, and cross-departmental coordination for donor acquisition activities.

Museums are constantly trying to figure out new ways to increase engagement and build relationships with their constituents. What would happen if museums thought of each exhibition as a season and each day’s general admission as a performance? How might museums learn from the performing arts, and allow software like enterprise-class CRMs to inform the decisions they make in real time?

In this panel session, three museum professionals will share some of the advancements and new programs instituted by their organizations to take advantage of CRM capabilities. We will also hear from an experienced performing arts practitioner who will share best practices in that sector.