Customer relationship management (CRM) has until recently been reserved to high value ticketing operations such as travel, theatre and opera. The internet and new communication channels have introduced the concept of electronic CRM or e-CRM with greatly reduced operating and implementation costs.
For cinemas, e-CRM channels can cover the multiple facets of customer contact from the cinema's website to loyalty systems, direct marketing through email and SMS, online questionnaires, promotions and special offers. These relationship channels and more importantly, the precious customer data that they gather, provide a unique opportunity for a cinema to get to know its customers, what they like and what will make them visit the cinema more often.
The design of the TixOS architecture and database ensures that these channels can be easily and progressively incorporated as additional services.
Emanuele de Plano, co-founder of TixOS, was a speaker at the MEDIA Salles course for exhibitors held at the European Film College. An article covering the aspects of e-CRM as they apply to cinemas can was published on page 3 of the MEDIA Salles Newsletter which can be found here (PDF Format) alternatively, the text of the article can be found here.