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A bespoke eCRM solution is designed and implemented, which immediately allows
the festival's administration staff to deal with agents, performers and other contacts on a
more personalised level. Rollout begins immediately after the festival closes, thus min-
imising the disruption caused to staff, patrons and partner organisations alike.Thanks to
the contact log that the CRM system automatically creates and updates, the risk of lost
messages leading to missed opportunities is eliminated.The festival's own box office is
able to liaise with other vendors in a more efficient manner, since a sophisticated ticket
booking and distribution mechanism is an integral component of the system. A web-
based enquiry system allows the public to check for seat availability and book tickets
online, cutting the need for temporary customer enquiry staff. Existing databases are
standardised and linked to the new system, creating a broad, new and extensible resource,
and highlighting potential for similar shows and multiple sales.
Agencies offering accommodation for performers and patrons may wish to advertise
on the festival's website, thus increasing revenue. Since the festival is partly backed by an
Arts Council grant, reports and figures covering visitor numbers and expenditure can be
generated and disseminated automatically, adding increased and measurable value to the
new system.
Scenario VI Natural Heritage Centre
A natural heritage centre requires a new technical alternative to its current, paper-
based visitor tracking system.The centre currently utilises nothing more technically
advanced than a telephone and fax machine. Staff and volunteers split their time between
practical and administrative duties, depending on who is available at any given time. As
visitor numbers increase, the centre realises that the system is inadequate in many ways,
not least in time and resource management.
With the introduction of a PC and simple website, coupled with a relatively inexpen-
sive off-the-shelf CRM package, the centre staff are soon able to automate email answers
to FAQ's (such as opening hours, the types of animals that may be seen at a particular
time of year).This increases visitor numbers and frees staff and volunteers from those
repetitive and mundane enquiries allowing them to concentrate on the real business of
the centre. Although Internet usage continues to grow there are many potential visitors
who may not have access to the Internet, and provision for telephone enquiries to be
dealt with as efficiently and courteously as email will continue to be necessary.The bulk
of the costs is anticipated to be in updating web content and in the time required to
train staff and volunteers.
B e n e f i t s a n d R i s k s
One of the most main reasons for implementing a CRM strategy is that the informa-
tion held by an organisation can be understood and manipulated in new and more effi-
cient ways.With a clear understanding and profile of existing and target customers, an
organisation can use CRM software to make better use of its contacts and make visible
Customer Relationship