ABSTRACT
Competition and technology have driven customer care standards to new heights. Access to information and ideas makes the ability to differentiate more challenging. Other retailers recognize that cultural stores have capitalized on niche identity, and are serving up their own brand. Great customer service has become the currency of online shopping, and that expectation spills over into onsite shopping. Stores in cultural institutions of all kinds have gained a reputation for being as enjoyable as the exhibitions or performances for many visitors. The point-of-sale (POS) system will become a vital tool in customer relationship management (CRM). A very strong selling tool will be the message that a customer's purchase benefits the organization. When there is clear communication between management, staff members, and volunteers, it sets the tone for effective interaction with store customers. Museum membership means support and loyalty. It is traditional to offer store discounts to all members.
