Understanding Customer Interactions: Gaining a 360 View of Your Visitors and Supporters Webinar Nov. 9, 2010

Transcription

1 Understanding Customer Interactions: Gaining a 360 View of Your Visitors and Supporters Webinar Nov. 9, 2010 Dr. Kit Matthew Arts & Cultural Product Manger

2 Understanding Customer Interactions: A clear view What is a 360 o 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 Kit Matthew Page #2

3 What is a 360 o 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! Kit Matthew Page #3

4 How do you develop a 360 view? Research Targeted Communications Discounts and Promotions Audience Mix Brand Communities Kit Matthew Page #4

5 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/ Partnerships Incentives/perks Kit Matthew Page #5

6 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 Kit Matthew Page #6

7 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? Kit Matthew Page #7

8 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? Kit Matthew Page #8

9 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 Kit Matthew Page #9

10 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 Kit Matthew Page #10

11 Audience Mix Example 120, , Actual YTD 2009 Plan YTD 2008 Actual YTD 80,000 60,000 40,000 20,000 - Non-Member Paid School Tours Non-School Tours Memberships Other Paid Admissions Free & Other Admissions Kit Matthew Page #11

12 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 Kit Matthew Page #12

13 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 Kit Matthew Page #13

14 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 Kit Matthew Page #14

15 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) Kit Matthew Page #15

16 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 Kit Matthew Page #16

17 Case Study: Atlanta History Center Utilizing Audience Research & Data to Shape Exhibitions, Programming and Marketing Kit Matthew Page #17

18 WHO WE ARE Kit Matthew Page #18

19 ROLE OF AHC GARDENS Complementary & Incidental Kit Matthew Page #19

20 ROLE OF AHC GARDENS Context & Interpretation for our historic structures Kit Matthew Page #20

21 ROLE OF AHC GARDENS Earned Income Activities Kit Matthew Page #21

22 WHAT ARE WE DOING NOW? Site/Organization Research National Research Collecting Data Psychographic Overlay Kit Matthew Page #22

23 Upper Crust (17.0%) Suburban, Wealthy, 45-64, HH w/o Kids, Mostly Homeowners, Management, Graduate Plus, White, Asian, Mix Movers & Shakers (17.3%) Suburban, Wealthy, 35-54, 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 Order from J.Crew Go downhill skiing Read Inc. Watch Saturday Night Live Land Rover Range Rover Kit Matthew Page #23

24 WHERE DO WE GO FROM HERE? Define Metrics Define Benchmarks Dig into the Details More Money Integration Kit Matthew Page #24

25 MASTER SITE PLAN Kit Matthew Page #25

26 MASTER BUILDING PLAN Kit Matthew Page #26

27 Five Things You Can Do Tomorrow Right Now 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 Kit Matthew Page #27

28 Five Things You Can Do Tomorrow Right Now 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 Kit Matthew Page #28

29 Five Things You Can Do Tomorrow Right Now 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 Kit Matthew Page #29

30 Five Things You Can Do Tomorrow Right Now 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. Kit Matthew Page #30

31 Five Things You Can Do Tomorrow Right Now 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 Kit Matthew Page #31

32 Thank you! If you have questions or comments later, please let me know! Dr Kit Matthew Arts & Cultural Product Manager Phone: Kit Matthew Page #32