Back to Basics: The CRM Strategy

“…We had a major donor call our regular phone line.

They just forgot the number they normally call. Our staff member recognized who they were and started a conversation, and started elevating that for them and connected them with the right people. And when that person was transferred to our development officer, they said, ‘You know what? I just had the most amazing service. I’m actually going to give you $25,000 instead of the $15,000 you were asking for.’”

This story, shared by INTIX Past-Chair Kay Burnham of the Segerstrom Center, illuminates the importance of customer relationship management (CRM). Today’s customers expect personalized communications, a holistic understanding of their relationship with an organization, and recognition and appreciation for their ties to that organization. Understanding the entirety of a customer’s interactions with an organization builds a foundation toward deepened engagement and increased revenue.

Now more than ever, customer relationship management is a fundamental piece of successful business strategy. And yet, CRM has been relegated by many as a piece of technology to use or a process to undergo. In reality, CRM underpins every strong customer service interaction, every properly timed special offer and every ticket sale.

Find out more in this guest blog post, written by Tessitura team member Jenifer for Access (the INTIX blog).

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Top photo by Thomas Drouault on Unsplash

Topics

Business Strategy

Jenifer Thomas LaMorte

Director, Enterprise Consulting

Tessitura Network

Jenifer Thomas LaMorte is a marketing, sales, and strategy professional with corporate and not-for-profit experience.

Prior to joining Tessitura Network, she oversaw the revenue strategy for Disney’s North American Broadway productions with responsibilities spanning analytics, revenue management, modeling and forecasting, customer service, and innovation, with an eye toward the intersection of marketing and finance. She holds an MBA and Masters of Arts Administration from the University of Cincinnati. Jenifer resides in Hoboken, New Jersey, just outside New York City.