This video features Andrew Thomas of The Ticketing Institute. It summarises Thinking Out of the Box’s second session of the day. This session highlighted that CRM is really about the audiences that arts organisations are serving – about people not about systems or technology. It compares how event participants define CRM with what experts say CRM is and is for. The session wraps up with Andrew feeding back the findings from his research with event participants on how they are using their current systems.