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A good contact management system should be at the core of a successful CRM. But it’s really about an attitude towards customer service that uses processes and technology to ensure that members get a personalized experience when they interact with your association, whatever its size.
When members call your office, whoever they speak to should know when they last used your services and why they are calling today. And when you send mail to your members, it shouldn’t be generic, but based on data you hold to target the offers you make. Louise Clarke explains at Associations Network.