The Royal Edinburgh Military Tattoo has partnered with ANS, a leading digital transformation provider, to deliver a centralised CRM system specifically tailored to improve their communication strategy with both partners and customers, while also supporting its charitable remit through the consolidation of a revenue-generating pipeline.

The Tattoo identified areas where they needed expert support, particularly in relation to a lack of a unified system, with a focus on providing excellent customer service. Recognising that a unified system provides a more comprehensive view of their customer data, the Tattoo team found ANS through strong recommendations from their IT supplier, to support their digital development strategy and deliver on their primary goal of gathering a more coherent overview of their customers. With previous concerns about missing key return on investment (ROI) opportunities, facilitating an improved CRM will allow the Tattoo to make informed decisions about campaigns and communications, while enabling stronger consumer engagement through meaningful insights, demonstrating true marketing ROI.

Though their current focus is centred on improving the customer experience and gaining data insight, this start of their digital transformation journey is predicted to facilitate future opportunities too. Speaking of this, Head of Marketing and Communications at the Tattoo, Lynsey Fusco, said “The implementation of the Sales and Marketing CRM is a key step in the Tattoo’s digital transformation will enable future innovative projects.”

The Royal Edinburgh Military Tattoo is also incredibly dedicated to growing their organisation, as she added “we’re committed to investing in the future of our business from our Edinburgh show every August and beyond. We seek to ensure all elements of our business are smooth running and efficient, and this has led us to exploring the expansion of our digital capabilities.” With the help of ANS and the delivery of Dynamics 365, the Tattoo will be able to grow alongside their customer base, personalise the journey for all and provide an experience that will generate increased margins. With these digital improvements, we expect CRM to significantly influence the Tattoo’s charitable purposes by allowing for the creation and management of a better pipeline, from which new revenues can be generated.

Joe Wolski, CTO at ANS, adds: “ANS are extremely excited to be working with The Royal Edinburgh Military Tattoo on this strategic project for them. With their rich history and truly unique event, the Tattoo are looking to really invest in their customers and personalise the experience as much as possible. This should have a great benefit for their customers who come back year in and year out to make the experience even better whilst diversifying the revenues for the Tattoo that have been affected both during and post-Covid. This programme of work should engage their customers more, provide a better experience and really grow and diversify revenues for the Tattoo so they can go from strength to strength in the future.