Embracing the app revolution at DE SINGEL

With apps powering its core business processes, DE SINGEL can focus on the things that matter, such as supporting young performers and creating a better experience for audiences.

CHALLENGE

Spending focus on artistic productions rather rhan on managing admin

"To ensure as much of the budget goes to artistic production we needed to simplify production management, improve visibility, and cut our admin overheads" says Pierre Van Diest, Administrative Director at DE SINGEL.

Every production at deSingel is a complex operation. To manage these, deSingel used a plethora of disparate documents, databases, spreadsheets, and email. In fact, during the Sparklink audit we discovered more than 114 different documents in circulation. Without a centralised system, data often had to be entered in multiple places, resulting in duplication of effort, as well as poor visibility for the team.“

SOLUTION

Simplifying auditorium bookings

We now have all the information on productions and auditorium bookings in Salesforce, as well as historical data going back 35 years.

The team at DE SINGEL can click through to more granular details such as the heat, light, and humidity requirements for each performance or event. With all venue information in the same place, any one of us can view and update it, which removes bottlenecks and ensures consistency.

Allocating technical resources to productions

DE SINGEL has gone on to launch eight other apps that help ensure smooth running their organisation, including an app that allocates staff to productions. “With the app, we can assign the right skills to the right productions, and provide staff with clear visibility of their working hours well in advance.” The App syncs confirmed planning with people’s G Suite Calendar.

CHALLENGE

Efficient and timely communication with the public

As a renowned event location, DE SINGEL faced the challenge of optimizing their online presence and informing the public in an efficient and timely manner about all events, shows and performances. The importance of an up-to-date website that integrates seamlessly with their scheduling application could not be underestimated, as the website is often the first point of contact for potential visitors.

Manually updating the website and coordinating this information was a time-consuming task for the DE SINGEL team. Moreover, it was a challenge to provide personalized communication to individual visitors, so that they were kept informed of relevant events that matched their interests and preferences.

SOLUTION

Realtime ticketing info and automated content updates

As the centre’s first point of contact with the majority of its visitors, DE SINGEL’s website is an important marketing tool, and must be up to date. Built on Heroku and Angular, the site is linked with the centre’s planning application so that whenever production details are amended, website content is automatically updated. Videos, soundbites, and images linked to productions are also automatically uploaded to the site via a digital assets management app we’ve built on the Salesforce platform.

Building individual experiences for audiences at scale

To ensure visitors are aware of new performances and events that may interest them, DE SINGEL wants to expand customer engagement beyond the website. So they have started to build and automate Customer Journeys within the Salesforce Marketing Cloud that will enable them to send tailored communications based on a person’s artistic preferences. More personalised and relevant information on upcoming shows at key times will increase repeat visits and customer loyalty.

Crafting artful conversations: ChatGPT integration for captivating content

In their relentless pursuit of enhancing efficiency and delivering exceptional experiences, DE SINGEL has embraced the power of technology to engage with their audience on a whole new level. Alongside their innovative approach to production management, DE SINGEL has integrated ChatGPT into their operations. This integration empowers them to craft website text, SEO strategies, SEA texts, email content, and various other content, all infused with the captivating tone of voice that embodies DE SINGEL.

With the assistance of ChatGPT's natural language capabilities, they are able to convey their passion for the arts, share exciting updates, and provide personalized information to their visitors, enriching their online presence and fostering deeper connections with their audience. This harmonious synergy between technology and artistic expression is a testament to DE SINGEL's commitment to pushing boundaries and ensuring that every aspect of their organization resonates with their unique artistic vision.n