CRM – 1, 2, 3 Simple Steps to Engage
Mark Knight founder of Right Chord Music in an article 3 things musicians can learn from brands about Customer Relationship Management suggests that CRM efforts all stem from three goals:
- Identify, attract and win new customers
- Retain existing customers
- Re-invigorate relationships with former customers
It is a nice simple way of distilling the market growth challenge, but I feel that it may go a little light on the product and service elements of CRM.
But if an arts organisation just concentrated on systematically achieving these goals alone they would be miles ahead.
I really enjoyed his Bonus Tip: Get Organised.
Just using a spreadsheet to record your customers but segmented into different constituent relationships (relevant for a musician): Artists, Blogs, Labels, Promoters, Publishers and Radio stations.
He then proposes adding the longitudinal dimension that records and defines a relationship – Contacts: : “When, Why and What”
The amount of organisations I see that have not even got this simple information management in place is saddening.