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able amount of business is being lost as a result of an old-fashioned box office with only
one staff member and one telephone line.When the line is in use, callers receive an
engaged tone, and it may happen that an enquiry about a show taking place some time
in the future will prevent a booking being taken for that evening's performance. It is pos-
sible for customers to book tickets over the phone and then fail to pick them up, result-
ing in further lost income if the show is sold out.
The advice and experience of a larger theatre is sought, and the decision is made to
introduce a CRM package in order to streamline and ease communications with other
theatres, funding bodies, production groups, and patrons. Given the modest size of the
theatre, a relatively inexpensive, generic CRM software package is selected and installed
on the theatre's two computers at a cost of less than
450. Information from the existing
paper address books is then entered into a database, although both the old and the new
systems are used in the initial stages to ensure that any minor oversights in the CRM
development process do not result in lost or compromised information. Booking and
seating information are made available online, further reducing the burden on the staff.
It is anticipated that the time needed for the theatre's staff to embrace the system fully
will be longer than in most heritage organisations, as technology use has been minimal in
the past. However, with careful demonstration and a cautious approach, the visible results
of the CRM package should speak for themselves.
Scenario IV Archive
A city archive needs to keep track of the documents it holds and, for security reasons,
the users who request them. Since the advent of electronic and web-based finding aids,
knowledge of who the users are and how their needs can best be met has become a key
concern.The user tracking process is currently carried out via a simple database and user
registration cards, but no systematic cross-referencing is currently possible between the
Customer Relationship
Management
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An Archival Storage Bay at the Swindon and Wiltshire Record Office, UK
HA
TII, Univ
ersity of Glasgow