A full CRM system needs assessment exercise was conducted with all internal center departments. High-level objectives were identified as well as specific company and departmental needs and desires. The General Objectives are below and are then followed by specific needs and desires broken down into narrower categories. 1. Deepening Engagements – Center needs to understand who their customers are and what channels are most successful to deepen the engagement between center and its customers. This will lead to more growth from current customers as well as inform center of the best approaches to attracting new customers. 2. User Friendliness – Any CRM system must be user-friendly for both internal users and patrons who self-serve via desktop and mobile devices. Generally, any major patron-facing system functionality that can be performed by internal users should be available for patrons to intuitively, self-service via desktop and mobile devices. 3. Supplier Support – There is a need to ensure that the CRM selected must be able to deliver timely and effective support and resolution for any reported problems. This level of service should happen without the need for senior leadership to get involved with vendor staff. The selected supplier should also have a vibrant user community where it is possible for center staff to learn from other users and share best practices. 4. Data Analytics and Business Intelligence– The selected system must provide robust reporting, data analytics and business intelligence tools that allow non-IT staff to identify business trends and look holistically at a patron’s profile. Analytics must include the ability to capture Google UTM codes all the way through a patron’s purchase journey. 5. Efficiency & Productivity – There is a general desire for staff to have a CRM system that allows staff to be more efficient and complete their work with fewer “data silos” and ancillary databases. A modern graphical user interface is desired as is staff access to CRM system via mobile devices. 6. Integration – Where desired functions are not native to the CRM (email, access control, F&B) there should be easily integrated third party systems. Additionally certain integrations with University systems are a requirement. 7. Financial Concerns – Center wants to be able to control the fees it charges for ticket sales. They are open to either a CRM system cost model that is largely fixed, without incurring additional costs based on adding performances or classes or selling ancillary products like parking or a transaction-based model that provides for predictable costs that do not inhibit the delivery of mission-based, low cost or free community events. 8. On-Line Ticket Sales and Donations – An ADA-compliant and user-friendly path is critical to success of the center. The path must be fully mobile-responsive with the ability to sell on-line without the need for a dedicated app. All on-line functionalities available via desktop should be available via mobile. 9. Stability – a strong availability solution is critical. 10. Future Needs – The selected CRM supplier should have a well-defined roadmap of future development as center desires to be able to take advantage of new technologies as they become feasible.
