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Client Since: June 2003
Products used:
EchoMail® Customer CareTM
EchoMail® Business InterlligenceTM
EchoMail® Direc MarketingTM
EchoMail® Data WarehousingTM
Number of E-Mails processed
51,000
Service Solutions
Customer
Direct Marketing
Data Warehousing
Types of Services Provided
Strategic Consulting
Database Marketing
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Art of Communication
Success Story: Guggenheim Museum
Company Overview
The Guggenheim museum in New York is a museum
with a difference; it has a colorful history and was incepted with the rather
unusual name ‘the museum of non-objective painting’ as this form of art was
known then. It came into being primarily to house the radically different art
works of young painters of the time and functioned from a makeshift premise in
a New York garage. Its chief patron Solomon R.Guggenheim and artist advisor
Hilla Rebay felt that a radically different art form should be exhibited in a
building with a radically different architecture. This made eminent architect
Frank Lloyd Wright to envision an architecture that broke the monotony of the
New York skyline with its curving and continuing style and shattered the myth
of how a museum should look like. It provoked and excited viewers when it came
into being in the 50’s and remains today as one of the greatest works of art
produced in the 20th century and a monument to the undying human spirit.
Sponsorships from like-minded philanthropists like Peggy Guggenheim niece of
Solomon Guggenheim and corporates like the Deutshe Bank and the Basque
Government helped it to achieve an international presence by establishing
Museums at Venice, Berlin and Bilbao in Europe. Under the able stewardship of
Thomas Krens its Director since 1988 a new tower was added to the original
structure at New York considerably increasing exhibition space and a new center
was added at Soho in downtown Manhattan. The Museum has ambitious plans of
putting up centers at lower Manhattan and Guanabra Bay in Rio de Janeiro.
Wherever it was started it maintained its unique flavor through its non-conventional
architecture inspired by the original architecture of the Frank Lloyd Wright
building at New York.
Before EchoMail
Guggenheim was a non-commercial enterprise and
depended for its sustenance and growth from its base of well wishers and supporters
numbering about 6000 who helped it in varying degrees. Guggenheim felt the need
for a cost effective solution to better manage the huge volumes of inbound
E-Mail it received from its supporters, improve its relationship with this base
and increase its supporter base by generating interest among non-members who
had an inclination for the Arts. Guggenheim realized that Electronic Mail would
be the ideal vehicle to achieve its multiple objectives.
The EchoMail Deployment
Guggenheim realized
the need for strategic support from a professional E-Mail Management company
and chose EchoMail. EchoMail analyzed the needs of the client and decided that
it needed to adopt a holistic and multipronged communication strategy involving
the deployment of multiple solutions that would complement each other. It
deployed EchoMail® Direct Marketing™ (DM), EchoMail® Customer Care™ (CC) tools,
EchoMail® Data Warehouse™ and EchoMail® Business Intelligence™. DM helped in communicating to the target audience
comprising of existing supporters and potential supporters, CC helped in
receiving managing and routing of inbound E-Mail to the relevant departments to
elicit prompt response, BI helped in interpreting these E-Mails on multiple
parameters resulting in better understanding of customers perceptions, DW
helped in scientific storage of this huge volumes of E-Mail to facilitate
taking of complex reports on several parameters.
After EchoMail
EchoMail’s targeted
and highly customized communication in the form of Newsletters, Web Forms,
Templates and event focused communications helped in educating target audience
on how Guggenheim was different from other museums it kept them updated on
what’s happening and what is planned for the future at Guggenheim. This brought
its supporter base closer to Guggenheim resulting in higher involvement with
it. It was also able to generate interest among new groups of like-minded
people that helped in increasing Guggenheim’s supporter base. BI helped in
interpreting the hidden meaning of incoming mail, which helped in getting an
insight into audience tastes, preferences and how they perceived Guggenheim.
Prompt and relevant responses to these mails enabled by CC helped Guggenheim to
reinforce the impression of being a responsive and customer oriented
institution, Customer Care also helped in managing membership, tickets for
shows and donors and analyzing recipient behavior so that Guggenheim could
tailor the message according to individual members. DW helped in scientifically
storing huge data from incoming E-Mail and enabled taking of complex reports
from them. The synergy created by the combined deployment of Customer Care,
Business Intelligence, Data Warehouse and Direct Mail helped Guggenheim in
retaining existing supporters, increasing their involvement and winning new
supporters.
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