The Smithsonian turns to CRM to answer questions

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By: Wise Marketer Staff |

Posted on March 15, 2002

The Smithsonian turns to CRM to answer questions

When presented with the same problem that faces big companies - how to accurately answer questions at the lowest price - the Smithsonian turned to CRM.

The Smithsonian's National Museum of Natural History has turned to CRM to improve its handling of questions from the public. More than a million unique visitors - from children to PhDs - visit its website each month, asking questions from the staid to the downright peculiar. The CRM system (Broad Mind, from Broad Daylight) that the museum has installed helps provide answers 24 hours a day.

One-click The system gives one-click access to the most commonly asked questions, which can be seen overall or by topic. The prioritisation is based on the actual behaviour of visitors. Within every answer, visitors are offered relevant follow-up questions, again based on actual usage. They can search by key word, phrase or complete question.

If, after performing a search, a visitor still needs further information, the system automatically routes the additional enquiries to the appropriate expert and delivers a personalized response to the customer. The new question is then automatically published on the web site in the correct category and topic, and it is indexed in the museum's search engine, so that subsequent visitors will have instant access to the same information.

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