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Understanding Customer Interactions:

Gaining a 360° View of Your Visitors and Supporters

Webinar Nov. 9, 2010

Dr. Kit Matthew

Arts & Cultural Product Manger

Kit Matthew| Page #2

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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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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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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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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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

mailto:[email protected]

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