ABSTRACT
The richness of the value of arts and cultural organizations (ACOs) set out above confirms why arts and cultural organizations must pay considerable attention to the proper definition and development of their managerial models and processes. Three managerial processes are quite affected by the need to develop and revise individual competences, namely, segmentation, communication and fundraising. Assessing and monitoring the level of dynamism of the arts and cultural businesses is a challenging task for every manager. Customer experience management provides ACOs with key insights for the next business development; customer relationship management provides ACOs with key data to create an inestimable customer database. The issue of increasing competition clearly highlights the evolution of the strategic challenges facing present-day ACOs. In the great uncertainty that characterized 2020, one fact is definitely certain: The COVID-19 crisis threatens the survival and the future of ACOs.
