This document summarizes information about the Asian Civilizations Museum in Singapore. It provides details about the museum's history, renovation, target audience, and use of technology and CRM strategies to engage customers. These include a mobile app, virtual reality experiences, and analytics to gain insights from customer data. The museum aims to retain customers and reach new audiences through its digital offerings and focus on customer experience. It has faced challenges during the COVID-19 pandemic but is adapting its services to continue operations safely.

1. H2040C Customer Relationship Management
Answer:
Introduction
The Asian Civilizations Museum (ACM) is one of Singapore's four museums. The Peranakan
Museum at Old Taonan School, the National Museum of Singapore, and the Singapore Art
Gallery round out the list. It's one of the region's first museums devoted to Pan-Asian
culture and civilization. The museum is devoted to the material history of China, Southeast
Asia, South Asia, and West Asia, which are the forebears of Singapore's various ethnic
groups. Empress Restaurant, which serves traditional Chinese food in a modern
atmosphere, and Privé ACM Café, which serves all-day dining, are both located within the
museum. Celebrations can be held at banquet rooms and halls (ACM, 2021). The museum's
shop offers souvenirs and a variety of Asian art publications. The museum first opened on
April 22, 1997 on Armenia Street, the building of the Old Tao Nan School, with exhibits
focused primarily on Chinese culture. The museum opened a new flagship museum on
March 2, 2003, with the renovation of the Empress Place Building, swiftly expanding its
collection to other countries of Asia. On January 1, 2006, the Armenia Street branch was
closed for renovations and reopened on April 25, 2008 as the Peranacan Museum, with a
focus on Peranacan culture (Alan Singer, 2013).
Market Segmentation
Most museums serve a wide range of visitors, including local history lovers, tourists and
families The Asian Civilizations Museum in Singapore was visited by about 179,3,000
people in 2020. ACM focuses on the material history of various Asian cultures that
Singaporeans claim to have ancestry. The museum was renovated in 2014, completed in
April 2016. Since then, the number of visitors has increased, but it is well below the pre-
2012 level. The museum had the lowest number of visitors in 2020 and was closed and
operated from April to June due to the COVID 19 epidemic. Since then, under strict safety
regulations.
The Asian Civilizations Museum (ACM) welcomes visitors to its new and reimagined
galleries that highlight the complex connections and interactions that have existed in Asian
cultures throughout history. ACM is also open all night on the first weekend as a special

2. treat, inviting people to spend the whole day at the museum (Ciecko, 2021).
Value Preposition
The Asian Civilizations Museum is an old and modern institution that is regularly updated in
response to changes in the cultural environment not only in Singapore but also in the region
as a whole. The most recent museum renovation and relocation, which took place between
November 2015 and April 2016, can be seen in the context of this long itinerary. ACM builds
experiences for core content. Meaningful artifacts (mostly entirely new) are presented in a
fresh and engaging way. Bright, expressive objects arouse curiosity and appreciation. These
ideas should be developed through interesting combinations and groups. These ideas
should be presented discreetly in architecture, interior design and shop windows. Natural
light can help present these artifacts, but more controlled lighting is needed for certain
materials that require it (Cook, 2019).
The museum's reorientation of the Singapore River, along with its new waterfront entrance,
aptly recognizes the Singapore River's long history as an artery of trade and the first stop
for many people, cultures and religions who arrived in Singapore. Singapore River and the
county's leading cultural institution, ACM, now has a closer relationship thanks to the open
public space on the river. Day and night, new cafes and restaurants offer tourists a variety of
cuisines. Privé Café @ ACM features a riverside terrace and classic Singaporean décor for
all-day dining in a casual setting, while Empress Cantonese Restaurant offers a delightful
dining experience (Noehrer, Gilmore, Jay and Yehudi, 2021).
Customer Acquisition
In this context, museums should rely more on marketing. Museum marketing requires a
deep understanding of your target audience. Audience research is used to study your
audience. Increasing globalization and internationalization of cultural activities in
industrialized countries has had an isomorphic effect on museum marketing. The most
notable shift is the shift in focus from artistic product development to marketing and
visitor's organizational culture, the result of an intellectual exploration of the nature of
cultural production carried out 20 years ago. Overall, there is a growing interest in the
audience as a means to achieve greater museum development and a more stable income
(O’Brien et al., 2014).
The Asian Civilizations Museum is the only museum in the region dedicated to Asia's
creative heritage, particularly the ancient civilizations of Singaporeans. The museum's
collection stems from the Raffles Museum, established in the mid-19th century and housed
in its present structure on the banks of the Singapore River since 2003. ACM highlights the
long-standing historical ties that exist between Asian civilizations and the rest of the world.
Exhibits depict the spread of religions and beliefs throughout Asia, as well as trade and
ideological exchanges resulting from international trade (Quicker, 2021).

3. (Quicker, 2021).
Customer Holding
Customer preservation denotes to a business's aptitude to retain clients who are interested
in its products or services. It is also used as a business approach to customer relationship
management to increase customer loyalty and reduce customer churn. Building a loyalty or
VIP program, personalizing customer service, re-engaging customers at risk, and focusing
on customer service are all examples of customer retention strategies. The ACM app is a
new location-based museum app that gives visitors access to the content they want. Visitors
can access selected objects and use their mobile devices to access stories and other content.
The museum experience is complemented by interesting discussions, dramatic visuals,
careful study and imaginative questions (Samaroudi, Echavarria and Perry, 2020). The app
includes information about the museum and its collections, as well as self-guided tours,
behind-the-scenes views and interactive maps.
Customer Development
During the museum design phase, personal telephone delivery was determined to be our
main focus. Large interactive devices can be fun, but they can be expensive and quickly out
of date. That's why the museum focused on developing apps and digital experiences that
can be accessed via free open WiFi. The consultant Area360 collaborated with an
educational institution on this project. It was decided to reach as many viewers as possible
and focus resources on media that could grow quickly. The museum is also equipped with a
Bluetooth beacon, allowing the app to convey a location-specific experience.
CRM Technologies
Customer relationship management (CRM) is a technology used to keep track of all existing
and potential customer relations and connections inside a business. The objective is candid:
to improve commercial relationships. CRM (Customer Relationship Management System)
aids industries in keeping in touch with clients, streamlining procedures, and growing
earnings).
Identify and explain THREE (3) CRM technologies adopted by the company
Collaborative CRM
Disassembling silos is an important goal of collaborative CRM systems. Marketing teams,
sales reps, and customer service reps are often in separate departments that look

4. disjointed. Each of these departments is categorized into larger organizations based on
variables such as geographic location, channels of service, specialty items, and skill
disciplines. With the help of architect Greenhil Li and gallery designers FARM and FRD, the
museum sought to refocus on the rich story and complexity of its most important works of
art.
Operational techniques of CRM
Operational CRM helps optimize a company's customer loyalty process. Even with many
touchpoints, it provides the tools you need to better visualize and manage your overall
customer experience. This begins with your first encounter with your company's website,
continues throughout the lead management process of your sales pipeline, and ends with
their activities when they become customers. The museum is committed to managing use
of technology to communicate and manage visits of customers to manage effective services.
Analytical CRM
Analytics CRM is designed to help to analyse customer data to gain valuable insights.
Collecting vast amounts of data has never been easier thanks to digital technologies and
platforms. However, analysing data (the process of transforming that data into something
useful for business) is challenging. It is estimated that more than half of the data collected
by businesses is unused. The ACM VR app allows to view the Tang wreck in virtual reality.
Users can install the free ACM VR app on their phone and install it on the viewer to activate
two amazing experiences. One puts you in the role of a sailor and the other is a marine
archaeologist and collects cargo. A virtual reality viewer is available at the ACM reception at
the entrance of the museum for $10.
Justify Each Technology With Examples Or Evidence
The past year has been no different for museums and other pedestrian-based attractions.
The global COVID-19 pandemic has minimized tourism, effectively eradicating tourism, a
major source of income for thousands of other lucrative businesses and non-profit
administrations. Long-term funds, alternative funding sources such as zoo tickets, and
short-term government support are all limited resources. The early aftermath of the
pandemic suggests long-term strategic and operational challenges lie ahead. In an early
study of museum staff worldwide (ICOM, 2020a), at least 80% of museums surveyed
reported a decline in projects and programs, with nearly one-third predicting a decline and
more than one-tenth expected to revert.
Recommendations
The original purpose of the museum was "to study and depict Asian cultures and the
civilizations that created them to promote an understanding of the ancestral culture of

5. Singaporeans and the heritage of the region of Southeast Asia". This statement reflects
Singapore's multi-ethnic character, which has taken root since the establishment of the
colony in 1819, when separate quarters were created for ethnic minorities and thanks to
multilingual inscriptions on important monuments (Vazquez-Vazquez et al., 2021).
The pandemic has the potential to have long-term implications for the industry, forcing
institutions to rethink their goals, address staffing shortages and digital skills training, and
see digital as a valuable tool for rebirth and prosperity in the years to come. In the wake of
the pandemic, the concept of the future will differ significantly from previous concepts,
needful museums to hold change and adapt to a model in which “the physical space of a
museum is no longer dominant”. The growing interest in the monetization of digital content
has increased the need to strike a balance between the content billing ideals and the
challenges of risk, accessibility and inclusion of new monetization models.
Conclusion
As a port city where people from all over the world gather, Singapore's past is used to study
Asian history. The special exhibition brings the cool things from all over the world to the
Singapore public. Visitors can have more direct contact with culture and art through
programs like the annual River Night. The Asian Civilizations Museum is an old and modern
institution that is regularly updated in response to changes in the cultural environment not
only in Singapore but also in the region as a whole. CRM allows organizations to grow
associations with customers, increasing loyalty and customer retention. CRM is a
management method that increases the profitability of a company because customer
trustworthiness and sales are the characteristics that mark a business's sales.
References
ACM. (2021).Experience Our Asian Civilisations Anew. Nhb.gov.sg. Retrieved 31 December
2021, from https://www.nhb.gov.sg/acm/-/media/acm/document/about-us/media/press-
releases/media-release-experience-our-asian-civilisations-anew.pdf.
Alan Singer. (2013).Reverse Anthropomorphism: The Sex-Image And Ethics In
Contemporary Art. Cultural Critique, 84, 164.
https://doi.org/10.5749/culturalcritique.84.2013.0164
Ciecko, B. (2021). 4 Ways Museums Can Successfully Leverage Digital Content and Channels
during Coronavirus (COVID-19). American Alliance of Museums. Retrieved 31 December
2021, from https://www.aam-us.org/2020/03/25/4-ways-museums-can-successfully-
leverage-digital-content-and-channels-during-coronavirus-covid-19/.
Cook, T. (2019). Hannan, Leonie and Sarah Longair. 2017. History Through Material Culture.
Manchester: Manchester University Press. Material Culture Review, 86.

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Noehrer, L., Gilmore, A., Jay, C., & Yehudi, Y. (2021). The impact of COVID-19 on digital data
practices in museums and art galleries in the UK and the US. Humanities And Social Sciences
Communications, 8(1). https://doi.org/10.1057/s41599-021-00921-8
O’Brien, B., Harris, I., Beckman, T., Reed, D., & Cook, D. (2014). Standards for Reporting
Qualitative Research. Academic Medicine, 89(9), 1245-1251.
https://doi.org/10.1097/acm.0000000000000388
Quicker, K. (2021). 5 Marketing Strategies Museums and Attractions Can Implement Now.
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attractions-post-covid-world-marketing-strategies/.
Samaroudi, M., Echavarria, K., & Perry, L. (2020). Heritage in lockdown: digital provision of
memory institutions in the UK and US of America during the COVID-19 pandemic. Museum
Management And Curatorship, 35(4), 337-361.
https://doi.org/10.1080/09647775.2020.1810483
Statista. (2021). Singapore: Asian Civilisations Museum visitor numbers 2020 | Statista.
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https://www.statista.com/statistics/1025575/singapore-asian-civilisations-museum-
visitor-numbers/.
Vazquez-Vazquez, A., Dib, S., Rougeaux, E., Wells, J., & Fewtrell, M. (2021). The impact of the
Covid-19 lockdown on the experiences and feeding practices of new mothers in the UK:
Preliminary data from the COVID-19 New Mum Study. Appetite, 156, 104985.
https://doi.org/10.1016/j.appet.2020.104985