The Museum of Modern Art in New York are custodians of one of the world’s finest collection of contemporary art. Last year, they received over three million visitors to view some of the 150,000+ items in their collection, including works by Cezanne, Dali and Gauguin.
The museum’s mission is quite simple:
“To help people understand the art of our time”
Recently, the museum identified a lack of understanding of the visitors who were coming to see their collections. It was not that the Museum of Modern Art were not getting sufficient visitor numbers, or were unhappy with their 150,000 members, but they realized that by not knowing their customers, they could not serve them sufficiently. They proposed to implement new museum software to address their existing challenges and to achieve their aims. They listed their existing challenges as:
Looking forward to the new software, the Museum of Modern Art stated their aims were all customer-oriented:
Essentially, what the museum was seeking was a CRM system based on a secure platform which would provide them with a detailed holistic view of their visitors from which they could create a more personalized visitor experience. The emergence and maturity of the latest technologies encouraged the museum to look in the direction of a cloud-based solution which supported customizations and had an open architecture facilitating easy integration with other systems.
The criteria for the Museum of Modern Art was wishing to implement an innovative software solution from which they could ‘learn’ about their visitors. Using this information, they would be able to launch more personalized visitor experiences.
“We wanted a holistic and multichannel perspective of a member’s lifetime through all of the Museum’s offerings”
Based upon their requirements, the museum identified that a cloud-based solution would be ideal in providing the functionality they required whilst addressing their existing challenges. Having considered a number of cloud-based solutions, the museum began to understand that Salesforce would be the ideal solution as it would provide them with:
The museum’s primary aim was to be able to understand their customers. Once they could, they would be able to leverage this knowledge in future business decisions. This included future educational programs, marketing specific events, identifying future exhibitions, and personalizing visitor experiences.
Having replaced their legacy system with a Salesforce platform, the Museum of Modern Art
“We have optimized service levels at all points”
The museum stated that they were so impressed with the software that they are already looking ahead to expand Salesforce’s use beyond MoMA’s membership and fundraising programs.
“Our mission is to help people understand the art of our time”
Prior to this CRM implementation, our understanding of visitors and donors was disjointed and based on limited input
“We have optimized service levels at all points”
With the help of new possibilities in the digital age, especially through automation processes in combination with Artificial Intelligence there are three main advantages that can be used to increase sales:
Your employees, customers and not least your company will benefit from these results.
Together with our partners, we have many solutions for process automation. We will help you start into the digital age. So take your chance.
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