CRM for Radio Station

amelia
Member

Posted 27-Nov-2005 01:19 AM
hi, my name is amelia.

i'm doing my final project for a degree in IT.
i have developed a simple web-based CRM application for a local radio station and now i'm writing the supporting facts and theories. i have read a lot about CRM but i haven't found any example or explanation mentioning CRM implementation for a radio station.

the informations i need are like is it right to implement CRM to a radio station and why? examples of radio stations that has implemented CRM or maybe even has used a CRM application. and other relevant informations.

can you help me? i would be more grateful if you would reply me as soon as possible because the deadline is getting closer Frown

sorry for my english is not too fluent. thanks very much in advance.

best regards,
amelia

Gwynne Young
Managing Editor, CustomerThink
Member

Posted 01-Dec-2005 09:59 AM
[Posted for Jay Curry]

Dear Amelia,

Radio and CRM is an interesting combination!

But the problem is that radio is not a very interactive medium. So it is difficult to capture information on your cusomers/listeners. I suggest you set up a web site or blog and invite readers to visit it. For everyone who visits and leaves their name and email (have an opt-in gimmick to encourage this), you should send a basic questionnaire asking, among other things:

• Name, address, city
• Date of birth
• How often do they listen to your station (hours per week)
• How often to they listen to any radio (hours per week)
• What their favorite programs (your station and others) are
• Whether they satisfied with your programs

Keep the first survey short and ask them if they want to join your Advisory Panel to answer questionnaires in the future.

With this sort of information you can begin to segment your listeners by age, listening usage, etc. and think of programs for the most promising segments.

Keep up the dialogue with your listeners—you can find examples of questionnaires via www.voice-of-the-customer.com .

I don't have direct experience with radio and CRM, but the key is to get them to join some kind of "listeners club" for your station, keep in communication with them and involved.

Hope this helps a bit—and good luck!

Jay Curry
www.jaycurry.com

Christopher Carfi—Cerado, Inc.
Member

Posted 08-Dec-2005 06:32 PM
Jay writes:
>But the problem is that radio is not a very interactive medium.

But, Jay...isn't that changing...quickly? With the increasing number of "traditional" terrestrial stations that have web sites , or internet-based stations that have built up incredible communities, or the advent of podcasting (I think you might know this guy who had something-or-other to do with it ), radio (not unlike marketing and advertising) is ceasing to be a one-directional pipe that dumps whatever the "producer" wants onto the listener. It's rapidly becoming a rallying point for communities.

Amelia, as mentioned above, a phenomenal example of a radio station that connects with its "customers" is Whole Wheat Radio out of Talkeetna, Alaska. (A nice description of those listeners can be found here.) It may be one of the best examples of a radio station that is building real relationships not only with, but between, its listeners.

—
Christopher Carfi
http://www.socialcustomer.com

amelia
Member

Posted 13-Dec-2005 03:20 AM
thank you for your help, jay and christopher...

right now i'm checking out wholewheat's website. i also found a posting in crmguru.com about swr3, a radio in southeast germany which is said to have a good customer relationship.

i forgot to mention that the customers that i target in my project is not just the listeners but also the advertisers. the application that i'm developing right now supports the sales force automation and the marketing towards those advertisers. not just the public website for listeners to access but also the web-based applicatoin for the radio's employees.

other suggestions and opinions are welcomed. thanks in advance.

Amelia Devi