The main goal is to get a consistent look to the imported data. Make the data look pretty and stand out as quality data shining in the application. Fill in empty spots; move data from incorrect or general notes fields, into Theatre Manager's specific named fields. The patron data should be referred to as 'gold' as it takes quality names and contact information to nurture and grow the patron's desire and need to keep returning to the venue over and over again.
This is where Theatre Manager's CRM module stands out. It all starts with clean, clear, and consistent data.