What is CRM?
CRM stands for Customer Relationship Management.
For most arts or non-profit organizations, your "customer" could be your patron, your donor, your subscriber, and/or your member (for simplicity, we’ll continue to refer to "customer").
An organization uses a CRM system to track and organize all its interactions with its customers, so ultimately the organization can serve them better.
The system tracks all the customer’s activities such as purchases, donations, phone conversations, correspondence, etc. It’s also a place to schedule future contacts with the customer, such as meetings or reminders for a future promotion.
With a CRM system, all of this history and these future actions exist on each individual customer’s record, and you end up with a complete repository of information about every customer. That repository is available to everyone at the organization, so nobody is working in the dark. The right hand knows what the left hand is doing.
Because CRM is data-driven, reports and graphs are aggregated from the customer records and become the tools for managers and executives to make informed business decisions.
And a CRM system that is web-based is even better. Work at the office, at home, or on the beach.
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