Presented by
Understanding Customer Interactions:
Gaining a 360° View of Your Visitors and Supporters
Webinar Nov. 9, 2010
Dr. Kit Matthew
Arts & Cultural Product Manger
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Understanding Customer Interactions
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Understanding Customer Interactions: A clear view
What is a “360o view”?
Do you need one?
How do you develop it?
What do you do with it?
Learnings from the Atlanta
History Center
5 Takeaways to Use Today
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What is a 360o view of my customer?
Focuses on the relationship between the customer and
your garden
Includes past, present, and future interactions
Establishes context for how you talk to them!
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How do you develop a 360 view?
• Research
• Targeted Communications
• Discounts and Promotions
• Audience Mix
• Brand Communities
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Best Practice: Research
Who comes? And who doesn’t
Capturing information
Using local population information
Why do they come and what do they expect?
Pre and post surveys
Who are our “best visitors”?
How do we keep them?
How do we find more of “best visitors”?
Direct mail/email
Partnerships
Incentives/perks
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Best Practice: Targeted Communications
Asks:
• What is my purpose to engage these people?
• What can I offer that is unique?
• What do I want to do with different segments?
• What do I know about my patrons and members?
(current or potential)
Uses consistent coding to help segment and track
Considers all communications sent to segments
Tailors the message and incentives as needed per segment
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Best Practice: Use of discounts and promotions
An enticement to get to know your organization
- first visit or first membership
Not a tactic just to drive attendance numbers
A complement to gathering visitor information
Can help reinforce the return visit or renewal message
Not used so frequently that the relationship becomes
based on transaction value or rewards
There is a goal for each promotion—what is the next step
with the group who will respond?
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Now that you have the basics of a 360 view…
Zip codes
Payment or donation history
Attendance information
Volunteer information
Member participation
Response to coupons and invitations
Etc.
….what can you do with the information?
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Best practice: Focus on Audience Mix
Why care about it?
Allows more accurate forecasting
Allows better service to different audience groups by
offering the right opportunities
Supports meeting mission of broad access
Requires knowing revenues, costs, and profit by audience
groups
Relies on tools of yield management
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Best Practice: Yield Management
Divide your organization by programs and products and the
audiences who buy the products
Match products and audiences to identify the best fit for
each.
Understand each segments' buying activities - when they
buy, and how much.
Fine tune your messaging per segment
Track, track, track results and refine
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-
20,000
40,000
60,000
80,000
100,000
120,000
Non-Member Paid
School Tours Non-School Tours
Memberships Other Paid Admissions
Free & Other Admissions
2009 Actual YTD
2009 Plan YTD
2008 Actual YTD
Audience Mix Example
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Best Practice: Create a brand community
Loyal visitors and
supporters who are
committed to your
mission and cause
Structured social
relationships among
admirers of your brand
Not same as frequent flier
programs
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How do people become loyal?
A) Social influence: conditioned attitudes and expectations
by business peers or from family
aspirational
consistent with research around philanthropic
predisposition
Hassay and Peloza “Building the Charity Brand Community”
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How do people become loyal?
B) Social identity: involved in experiential activities
and learning behaviors
In contact with other supporters via runs, special
events
Belong to a group with rituals
Volunteer frequently
Make regular smaller donations
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Summary: Create a Loyal Community of Patrons
Two pathways for visitors to increase their commitment--
based on identification with your garden and other
supporters/repeat visitors
based on valuing rewards from your organization
Which is easier to maintain and deliver for your garden?
(there is no one right answer)
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Result of a 360 view: Creates Loyal Customers who….
Spend or give more
Have the highest intention to return
Are likely to return in tough economic times
Are your best-word-of-mouth promoters
Help to recruit others
These Are Your Best Customers
Make Them Feel Special
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Case Study: Atlanta History Center
Utilizing Audience Research & Data
to Shape Exhibitions, Programming
and Marketing
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WHO WE ARE
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ROLE OF AHC GARDENS
Complementary & Incidental
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ROLE OF AHC GARDENS
Context & Interpretation for our historic structures
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ROLE OF AHC GARDENS
Earned Income Activities
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WHAT ARE WE DOING NOW?
Site/Organization
ResearchNational Research
Psychographic
Overlay
Collecting
Data
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Upper Crust (17.0%)
Suburban, Wealthy, 45-64, HH w/o Kids, Mostly Homeowners,
Management, Graduate Plus, White, Asian, Mix
Shop at Saks Fifth Ave.
Belong to a country club
Read Conde Nast Traveler
Watch Golf Channel
Mercedes SL Class
Movers & Shakers (17.3%)
Suburban, Wealthy, 35-54, HH w/o Kids, Mostly Homeowners,
Management, Graduate Plus, White, Asian, Mix
Order from J.Crew
Go downhill skiing
Read Inc.
Watch Saturday Night Live
Land Rover Range Rover
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WHERE DO WE GO FROM HERE?
Define MetricsDig into
the Details
Define Benchmarks
More Money Integration
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MASTER SITE PLAN
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MASTER
BUILDING
PLAN
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Five Things You Can Do Tomorrow
Make sure you have the product the visitor
wants
Engage volunteers and community
Still has to be authentic in presentation
(ground in expertise of researchers, curators
and horticulturists)
Told in stories meaningful to your target
audiences
Test concepts early
Re-evaluate
Right Now
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Five Things You Can Do Tomorrow
Allow attributes of brand to permeate through all
your products and services
Understand what drive people to your brand
Evaluate pre and post engagement (e.g.,
visitors, renters, etc)
Identify those “hero” products that are
evocative of what the visitor will experience
Collaborative effort within your organization
Right Now
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Five Things You Can Do Tomorrow
How do you get that 360 view?
Create a meaningful coding system
Capture data consistently
Target those potential customers with
characteristics of your best customers
Report and adjust your operations based on
results
Involve all those who gather the information and
will be affected by changes
Right Now
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Five Things You Can Do Tomorrow
Understand who are you most loyal customers
Analyze frequency, amount and recency of
transactions
Interview a selection of those people to
understand what brought them to your
garden to begin with
Find more of those individuals and
communicate to them
Track your results.
Right Now
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Five Things You Can Do Tomorrow
Track your overall mix of customers
Balance numbers against revenues
Understand the impact of coupons and
promotions
Track the responses to communications
Adjust your strategies accordingly
Right Now
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Thank you!
If you have questions or comments later, please let me
know!
Dr Kit Matthew– Arts & Cultural Product Manager
Email: [email protected]
Phone: 843-654-2979