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

Exhibitor Insight
Catherine Devine, Microsoft, USA, Amalia Hordern, Tessitura Network Inc., Australia

As the systems museums use to process admissions continue to evolve with enterprise-wide customer relationship management (CRM) capabilities, you have an opportunity to change the way you think about your visitors and how you 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 your 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, Catherine Devine, Chief Digital Officer for the American Museum of Natural History, will share some of the advancements and new programs instituted by her organization to take advantage of CRM capabilities, and Sarah Hunt, Executive, Development and Audience Engagement, for Arts Centre Melbourne, will share best practices in the performing arts sector. The session will be moderated by Amalia Hordern, Consultant, Enterprise Consulting for Tessitura Network.

(This session is a reprisal of a well-received panel discussion presented at Museums and the Web in Chicago in April. The original proposal was co-authored between me and Micah Walter, Webmaster for the Cooper Hewitt, Smithsonian Design Museum.)