Event management tools have proven time and time again to be a great asset for event planners and managers. Chief among these tools is CRM event management software.
With event management CRM, event planners can collect customer data and use event management software to optimize event planning and customer relationships.
But to optimize operations, it’s essential to understand customer relationship management: what it is, what tools the software should have, and how to use the software to make the most of the event CRM.
Today, we’ll take a look at all these factors and how you can maximize your CRM software for business growth.
What Is CRM?
CRM, or Customer Relationship Management software, collects customer data. The software creates customer and vendor profiles and examines customer interactions with your brand.
CRM event management software has become an integral part of event and venue management. It allows event planners to connect with customers, collect data, and provide a satisfying experience for all event attendees.
What to Look For in CRM Event Management Software
Top CRM software empowers and simplifies customer-brand relationships. However, there is a deviation in what tools CRM event management software will offer. To ensure you get all the benefits of customer relationship management, look for an event management CRM with the following features.
Communication Tools
CRM makes it possible for event planners to collect and communicate directly with vendors and customers. Ensure the event management CRM offers communication and collaboration tools for easy and direct access. If it doesn’t have built-in communication tools, it should allow integration with one.
Customer Data Collection
Customer data collection is an integral part of CRM event management software. The software should collect customer data, including names, numbers, birthdays, and payment methods. This data then allows you to create customer profiles for tailored event experiences.
Third-Party Integration
Modern event planning, event marketing, and event management have changed drastically with the addition of event software. Today, event planners are using multiple types of payment and attendee tracking software.
While this has elevated event management solutions, integration between different platforms has become increasingly important.
The CRM event management platform you choose should allow third-party integrations. This is especially important for POS and event management software integration.
Marketing Campaigns and Campaign Tracking
The CRM software should include the ability to launch marketing campaigns. The software should also allow you to track attendee engagement and the effectiveness of the event marketing.
Top Tips for Optimizing Event Management CRM Software
CRM event management software makes it possible to optimize many basic tasks. However, there are lesser-known tips you can use to maximize the CRM software output. Here’s how to do that.
Automate Event Management Tasks
From vendor management to basic communication, CRM software allows you to automate many small but time-consuming event management tasks.
For example, CRM can send automated replies to inquiries. This ensures quick communication but gives event management time to address inquiries while managing other tasks.
Automated replies are just one way in which automation can free up time and manage customer relationships. Other event management automation options include automating workflows, payments, and basic task management.
Collect Data With Online Event Registration
Event registration and ticket sales are a great way to collect customer data, which can be used to compile comprehensive customer profiles. Event organizers can then use this data to personalize certain event experiences.
Event registration data is also going to be very useful for future events. This data can be used to increase the reach of promotional activities and increase its effectiveness too. Ultimately, CRM data collection can be used to increase customer and event retention for long-term success.
Track Event Numbers
In the event business marketplace, numbers matter. Tracking those numbers accurately and in real-time can be a huge benefit not only in quantifying the effect of the event but also in improving the event lifecycle.
CRM allows event organizers to track the event numbers from the get-go.
For example, some CRM software allows you to integrate with POS systems and track the event cash flow. This is especially helpful if you are hosting a fundraiser or an auction, where real-time data can elevate the entire experience.
Another example is attendee engagement. CRM software paints a picture of event performance from a numbers perspective, which can then be used to improve attendee engagement and future event planning.
Manage Vendor Collections and Bookings
Client management is another time-consuming task better left to the hands of event CRM software, which helps manage both vendors and customers.
For customer management, use CRM to manage event bookings. Automating online and in-person event booking frees up resources and ensures customers are helped promptly. Working through CRM also ensures secure bookings and easy payment tracking. This frees up time and improves the overall customer journey.
You can also use CRM software to streamline vendor management. Tracking vendor data and payments, especially during busy event seasons, is a task better left to CRM event management tools. Use CRM to set up automated payments, account tracking, and vendor communications.
Survey Event Experiences
Because event CRM software puts you in direct contact with customers, it’s much easier to keep in touch with them after events. This is great for sending ‘thank yous’ after an event, and also for getting an idea of how effective your event planning is.
Automate CRM software to send a survey after each event. The contact information that was collected during the event registration will offer quick and accurate access.
Ask attendees what they thought about the event. Was the experience satisfying? Was the event message clear? Do they have any suggestions for improvement?
This gives you a snapshot of what is working and what isn’t. With this data, you can further explore your event planning and improve general event management operations.
Conclusion
CRM software has changed event management for the better. CRM provides event organizers with event marketing and communication tools, customer data collections, and third-party integrations to optimize customer relationship management.
But beyond the basic functions, CRM allows users to automate task management, collect attendee data, track event numbers, manage vendors and bookings, and survey event experiences – all of which upgrade event planning and management.
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