London Zoo’s operator has commenced the final stages of migrating its ticketing and CRM systems to TopTix’s platform.

The Zoological Society of London (ZSL) decided two years ago to consolidate its five operational systems onto a single platform in an effort to improve customer service.

The second phase of the API development has now begun with work aimed at delivering the front-end membership fulfilment process onto ZSL’s website, opening up the possibility of future self-service and renewal services for supporters.

The proposals to implement the TopTix platform were approved in April 2015 by ZSL’s Trustees. By February 2016, the first phase of the project had gone live and four of the ZSL back-office functions were streamlined through the SRO system.

Zoological Society of London runs the ZSL London Zoo and ZSL Whipsnade Zoo, together with the Institute of Zoology and field projects in more than 50 countries worldwide. Its sites attracted more than 1.8 million visitors in 2015.

ZSL’s fundraising director James Wren, said: “The implementation of SRO represents a transformative shift for our organisation and has already improved the supporter experience. All departments, including supporter services, admissions teams, membership, marketing and accounts now work from a common platform to manage our supporter engagement activities.”

The TopTix SRO platform provides a single, streamlined customer record and enables data insights, including ticket purchase history, donations, gift aid declaration, membership renewal and status.

It also allows ZSL to record information required for special events including educational talks, fundraising and challenge events, as well as new visitor experiences such as animal encounters and overnight stays.

Nick Napier, ZSL’s head of information computer technologies, said: “We knew that in order to achieve greater efficiency, we would need to streamline back office systems – but, just as importantly, would require 100 per cent assurance that a single platform would be capable of fulfilling our current and future requirements, which are constantly evolving.”