Customer data access guidelines

24 Apr 2013

These guidelines are to help New Zealand arts organisations to responsibly access and manage their customer data so it can be used for audience development. They encourage best practice by bringing together and interpreting all the various pieces of legislation affecting personal data. We thank the Office of the Privacy Commissioner, Department of Internal Affairs and the Event Venues Association of New Zealand (EVANZ) who have all contributed to their development.

We all want to grow our audiences and we often talk about “Audience Development ” . To develop arts audiences depends on finding new audiences and also identifying and retaining current audiences and encouraging re - attendance with increasing frequency, recency and expenditure. Audience development is critical to our work and our survival, and yet we often go about it in ways that are not necessarily very effective.

From competitive necessity, most marketers are now innovatively applying new technology to move beyond transaction marketing , which is handicapped by a short-term focus. Transaction marketing is an inefficient attempt to mine dormant demand by using the ignition of expensive mass media . Relationship Marketing moves an organisation from this short-term transaction emphasis to a much more sustainable longer-term customer focus.

Effective Relationship Marketing using Customer Relationship Manageme nt (CRM) tools is the essential foundation and cement of sustainable audience development : we need to understand who our potential audiences are and find ways to engage with and then retain them, quite apart from maintaining our existing audiences.

Currently, however, most performing arts organisations are distanced from their customers by the ir reliance on third - party venue operators and box office or ticket agencies . It’s therefore difficult for them to get the information they need about the people who attend their events – their customers. The purpose of these Guidelines is to attempt to address those barriers, by documenting ways that arts organisations can work in partnership with the other industry members to gain access to customer data that will in turn inform Audience Development and CRM strategies .

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