CRM the Key

The recent fourth national Ticketing Professionals Conference explored the latest developments in ticketing and marketing focusing on Customer Relationship Management (CRM).
Hosted in Melbourne at The Arts Centre, the conference has established itself as a key industry event, and had something for all delegates, from Prof Adrian Payne's 'high-end' analysis of CRM concepts, to their practical application in Heather Walker's fascinating case study of the Royal Albert Hall.
Of particular interest were the experiences of those on the 'front line', particularly in regional/remote areas. The challenges facing these organisations and the way in which they are being met only serves to reinforce the importance of box office and ticketing (both systems and staff) in effective audience research, marketing and programming for a venue.
The wealth of experience brought to the table by delegates afforded participants both an open learning environment and a forum for rigorous debate and discussion.
Key information shared at the conference included:
* About 92% of CRM costs go towards the technology but only 25% of CRM success is attributable to technology. 75% of CRM success factors are people, leadership, engagement and processes. (Taken from Adrian Payne's session: The Importance of Effective CRM: A Lifetime Commitment or Just a Fling?);
*A great tip for finding out who's linking to your website - go to www.google.com and in the search window type link, then the name of your website;
*The best organisations and people recognise that CRM is a continually evolving process.
For more information go to www.ticketingprofessionals.com.au

http://www.ticketingprofessionals.com.au