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Triennale Milano – Transforming Customer Relationships through CRM

Triennale Milano, a cultural institution with a storied history, sought to revolutionize its approach to managing visitor relationships, event coordination, and internal workflows. This transformation centered around implementing a robust Customer Relationship Management (CRM) system to streamline operations, foster data-driven decision-making, and enhance both visitor and organizational experiences. With our support, the CRM project evolved into a cornerstone of Triennale Milano’s broader digital transformation journey.

We approached the project as Business Artisans, combining structured methodologies with a handcrafted, human-centered design approach to achieve impactful results. Here’s how we made it happen:

1. Understanding the Context:

• Conducted over 35 internal interviews and workshops to analyze workflows and identify pain points.

• Engaged external stakeholders, including visitors, suppliers, and collaborators, with qualitative interviews and surveys targeting over 30,000 individuals.

2. Designing the Future State:

• Mapped current workflows and processes (AS-IS) and envisioned optimal future workflows (TO-BE).

• Created Personas and Journey Maps to align the CRM with user needs and institutional goals.

3. Functional and Technical Requirements:

• Defined over 180 functional and technical requirements to enable personalization, data integration, and process automation.

• Developed detailed specifications for CRM capabilities, including membership management, ticketing integration, and real-time dashboards.

4. Software Selection and Project Management:

• Facilitated the selection process for the CRM platform, ensuring alignment with Triennale Milano’s unique needs.

• Managed the Request for Proposal (RFP) process, from drafting requirements to selecting the software and system integration partners.

5. Implementation Support:

• Oversaw the phased rollout of CRM functionalities, covering key areas such as contact management, marketing automation, and analytics.

• Provided hands-on project management to ensure alignment across internal teams, vendors, and third-party partners.

6. Change Management and Training:

• Delivered training and change management workshops to ease the adoption of new systems and workflows.

• Encouraged cultural shifts towards collaboration, data-driven insights, and shared accountability across departments.

7. Co-design sessions to innovate & redesign the experience! :) 

THE OUTCOMES

Deliverables:

• A tailored CRM system designed to address the unique needs of Triennale Milano.

• Integration of the CRM with ticketing systems, enabling a seamless view of visitor interactions and behaviors.

• Real-time dashboards and automated reporting tools for better decision-making.

Strategic Impact:

• Enhanced visitor experience through personalized communication and targeted campaigns.

• Improved operational efficiency with unified workflows and data access across departments.

• Established a scalable model for future digital projects, positioning Triennale Milano as a leader in cultural innovation.

This project not only modernized Triennale Milano’s operational capabilities but also set the foundation for a sustained digital evolution—one where strategy and technology work hand-in-hand to craft meaningful cultural experiences

The Magic We Worked

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