MCN 2024

Museums are increasingly eager to leverage powerful software that promises to deliver valuable insights into growing audiences. However, implementing Customer Relationship Management (CRM) systems in organizations with limited budgets, uneven tech literacy, and varying definitions of audiences are guaranteed to be challenging. While CRMs can enhance visitor engagement, streamline operations, and boost institutional support, their configuration and implementation is fraught with difficulties, potentially leading to costly upgrades and reinforcing siloed data practices.

This panel will offer a candid exploration of CRM deployments drawing on the diverse experiences of three organizations and insights from three key departments: Development, Marketing, and Technology. Through these multidisciplinary perspectives, attendees considering the adoption or migration of CRM systems like Tessitura or Salesforce will gain a holistic understanding of the best practices and common pitfalls associated with platform implementation in cultural institutions.

Development departments across the museums collectively emphasize the importance of a CRM in enhancing donor relations and fundraising efficiency. Best practices include conducting thorough needs assessments, involving end-users in the selection process, and investing in comprehensive staff training. Common pitfalls are the underestimation of data migration complexities and resistance to change from staff who prefer legacy systems.

From the marketing perspective, leveraging CRM for targeted campaigns and visitor insights is essential. Best practices involve integrating CRM with social media and other digital marketing tools, continuously updating visitor data, and utilizing analytics for advanced segmentation and campaign adjustments. Pitfalls include data silos resulting from poor integration and the challenges of keeping up with constantly evolving digital marketing trends.

Finally, technology departments underline the significance of choosing a scalable and flexible CRM platform that can grow with the institution’s needs. They will advocate for rigorous testing phases, robust data security protocols, and continuous system upgrades. Key pitfalls include failing to inform critical stakeholders of how key decisions may affect long-term functionality, inadequate initial customization, lack of user-friendly interfaces leading to low adoption rates, and insufficient IT support post-implementation.

This panel will equip museum professionals with actionable insights and strategies to navigate the complexities of CRM implementation, ultimately enhancing their institution’s ability to foster deeper connections with their audiences and supporters.