Two years after opening, and after a period of ‘customer acquisition’ The MAC was keen to develop a detailed CRM plan aimed at increasing the frequency of attendance from the circa 300,000 people who visit the venue every year. It was a key criterion for the project that wherever possible activity was comprehensively tested to ensure that the CRM activity is both effective and efficient.

Analysis carried out by Indigo showed there was a high level of ‘once ever’ attendance, and therefore, a clear and important need for a customer engagement plan aimed at encouraging these bookers to visit again.

A clear segmentation based on frequency and type of work attended was created, and a detailed month-by-month action plan formulated for each customer segment. A testing plan was also created to ensure that all activity undertaken could be rigorously reviewed in terms of effectiveness

At the end of each phase of activity, detailed calculations were undertaken to establish the effectiveness of each initiative so that we were able to review and refine our activity – retaining those initiatives which were ‘economically viable’.