CRM for museums and the cultural sector

The CRM system is also increasingly playing a crucial role in the museum world. Customer Relationship Management helps museums not only to maintain relationships with visitors (read: customers), but also to maintain and build relationships with investors.

Cultural sector crm

The CRM system as a source of knowledge
Customer Relationship Management is a valuable source of information. Information about visitors and their interests can be stored in the CRM system. Analyzing this data can lead to interesting insights that can be used for various purposes. With this information it is possible to put together exhibitions that match the interests of the visitor. Other information can also provide valuable insights, such as the average visit frequency. The number of different exhibitions can be optimized on the basis of this data.

The CRM system as a marketing machine

The CRM system has various relevant links, such as links with e-mail marketing software. The power of email marketing and CRM lies not only in the personalization of campaigns, but also in the collection of additional information. The email marketing program collects data about the customer and links this to the information available in the CRM system. Based on this data, conclusions about the interests of the customer can be drawn. The customer profile becomes more complete through this link and the marketing efforts become more targeted. The importance of targeted actions and campaigns in the cultural sector is not only caused by the need for relevance; the budget is limited and the return on investment is crucial for the success of the campaign and the chances of survival.

The Rijksmuseum

The survival of a museum cannot exist without attracting visitors and more and more museums and other cultural institutions are making good use of marketing to survive. The Rijksmuseum in Amsterdam opened its doors to NIMA in 2015. In the master classes, the Rijksmuseum showed the effect the internet has had on the museum and how the museum has used (online) marketing.

The modern museum

The museum is looking for ways to be and remain relevant in modern society. We therefore increasingly see creative campaigns in the cultural sector. The Stedelijk Museum introduced the Mood app in 2014, which enabled visitors to experience the museum in their own way. The British Museum tried to conquer a place in the virtual world of the game Minecraft in order to get the attention of the new generation.

CRM and social media

Even without creative apps and virtual places in games, museums have to deal with the rise of the internet and social media. For example, the CRM system has various links with social media that can expand the visitor’s interest profile.

The CRM system as a relationship management tool

The average museum has various relationships that must be maintained, relationships with visitors, the municipality and other institutions, private owners of art objects and investors. Managing these relationships is human work, but the CRM system makes the process a lot more efficient and ensures that valuable data is not lost when employees leave.


The CRM system can help museums and the cultural sector in various ways to manage data, maintain relationships and devise and execute marketing and communication campaigns.