Customer and Stakeholder Relationship Management: Developing our approach and processes

We would like guidance and recommendations for the smartest use of The National Archives’ existing customer data systems - what our short term (next 12 months) and long term (next 4 years) priorities ought to be for improving our use of customer data and what resources will be required for this.

Our key objectives for getting the most from our customer data systems are as follows

• Improved knowledge and insight of our customers - their make-up, behaviour, levels of engagement and/or influence and their needs and preferences.
• Effective management of communications and marketing (including customer research) across our audiences to enhance relationship management.
• Effective management of events, public programming and income generating activity (including fundraising).
• Providing an interface with payment/subscription systems, to understand customer history.
• Aiding expansion of our reach into new and existing audiences and identification of new commercial opportunities within these audiences.
• Staff to see the value of engaging with customer data, whether updating or using insights.
• Ensuring Information Rights and security of the data.