Customer relationship management (or CRM) needs time, loyalty and dialogue. The author of this article explains what we mean by CRM, how you can benefit from a CRM approach and when it works best. You’ll also find examples of when things don’t go to plan – as well as tips and advice on creating your own CRM strategy.
CRM works best when:
• There are many opportunities to interact directly with the customer;
• A new customer feels they are joining a ‘community’ of buyers;
• You have a clearly defined and segmentable customer base.
All of the above fit the arts.