“Is Friending Ending CRMing?”
CRM at PFM now
Success depends upon expectations
what is CRM?
Utopian: All or nothing --> FAIL
Incremental & Analytical --> SUCCESS
how do CRM?
Data Warehouse reliant --> FAIL
DataMart / Lab to prove concept w low investment --> SUCCESS
CRM in future or is relevance decreasing with Friending?
Communications / relating in future?
More self-directed
Less control
Less push by org
More pull by consumer
So … is CRM still relevant?
How balance new / old communications strategies
Prudently divest from older
Prudently invest in newer [My Note: “Quick, light step” adoption & investment strategy key here]
Not an age thing but a mindset thing
Friending vs CRMing
What doesn’t change: RALLY CRY CRITICAL
CRM: helps with relevantly presenting Rally Cry
People as little businesses
people touting themselves
1 to many
Viral
value of “frienders”: as Promoters for PFM / movement
Friending
raises awareness to date
…not $ or volunteers/hrs
Friending
…is real
but CRM not ending. Must adapt. Cannot just push. Needs to understand those who want to primarily pull and offer them things to pull, collecting data when possible and “dealing with it” when not possible
people still want relationships & to feel like they are important
CRM still critical, but given new tools.
*realism*, though, is key
CRM Puritanism / CRM Utopia not happening
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