CRM Case Study: Migration to Salesforce

Photo of The Commandery, Worcester

Client: Museums Worcestershire

Overview
Tonica supported Museums Worcestershire in its evaluation of CRM systems and supported the organisation’s data migration to Salesforce.   Museums Worcestershire comprises three venues – Worcester City Art Gallery & Museum, the Commandery, and The County Museum at Hartlebury Castle.

Case Study from work undertaken: 2015 – 2016

More about this project
Museums Worcestershire needed a CRM system in order to nurture relationships with visitors, advocates and associates.  The two key functions that initially benefited from the CRM system were the Marketing and Fundraising departments.

Tonica’s work included:

  • working with individuals from different departments in order to create a System Requirements document covering current and future needs
  • research to identify potential systems to meet the needs of the organisation
  • a detailed System by System Comparison for a selected shortlist
  • facilitation of a Demo day where the systems were scored (Salesforce achieved the highest scoring and was selected)
  • data migration from a variety of databases including Microsoft Access, Microsoft Excel and MailChimp and the matching and removal of duplicate records
  • Customisation of Salesforce, creation of report templates and general tailoring of Salesforce to meet the organisation’s bespoke requirements.  This included using Opportunities in Salesforce to track visitor journeys
  • initial staff training and support

Project timescales: 10 support days provided over a six-month period

Benefits of using Salesforce for this project

  • All segmented communications are now easier and less time consuming – in the past, numerous Excel files and processes or extensive manual sorting was required.  Communications can be targeted in ways that were not possible previously such as by postal sector
  • Reduced postal costs through increasing email data and improved segmentation
  •  Less risk of duplicate mailings and emails being received by customers
  • Mass email and postal mailings are now very quick to create – reports are generated at the touch of a button from pre-prepared templates
  • Ability to record which emails and postal communications have been sent to each contact through the Campaigns tab
  • Clarification of marketing consent for each source of data in order to meet GDPR requirements
  • Single Customer View across all multiple arts and culture venues ensuring much clearer use of the data
  • Tracking visitor journeys using a new Opportunity Type in Salesforce which includes the Visit Date, Visit Venue and, if applicable, the Event name
  • The ability to record Membership and Donation information
  • Using the ‘Membership’ Opportunity in Salesforce to record Annual Passes
  • Tracking calls and recording the relationships between contacts
  • Improved customer service – records only need to be updated once
  • Improved data security with user-specific access
  • In the future, the ability to extend the functionality using Salesforce Apps – for example, accepting donations online, event sign up, venue ticketing and EPOS/Ecommerce

Client comment

“Mary’s support throughout the process was immensely helpful. We now have a CRM system which has revolutionised our marketing and has put us in a good position in terms of being ready for GDPR. On a personal level Mary is lovely to work with, she takes account of everyone’s technical capabilities (or otherwise!) and nothing is too much trouble in terms of finding solutions.” Helen Large, Marketing Manager, Museums Worcestershire