Lastly, you can listen to the author, Kirk Wakefield, discuss key ideas about CRM here.
- What is CRM?
- According to the article, how much more likely is a fan likely to buy a ticket package if they feel the communication they received about it was customized specifically to them?
- How does CRM allow for mass customization of electronic communication?
- How can you use CRM to help sponsors know whether they're reaching their target market? (Consider data types from Ch. 3)
- Do CRM systems engage with social media? How?