Preaching CLV and CRM

Costumer Relationship Management has been discussed here, and will continue to get its proper due in this spot. In order to compete as a major commercial organization it is essential to employ a strong, granular, customer and contact tracking system.

The idea is basic. Know your customer's history. Know the type and number of products purchased. Know the number and nature of billing disputes lodged. Know (and document centrally so that it's readily accessible) anything that can possibly improve the relationship with the customer. This is the objective of 21st century customer service, and applies directly, perhaps even more appropriately, to political campaigns.

There is an increased focus in the commercial world on the idea of achieving the greatest possible Customer Lifetime Value (CLV). The concept of CLV should be the heart of a coordinated political fundraising effort. Finite time and regulated limits allow for specific goals to be incorporated into political fundraising CLVs. The emphasis on fostering loyalty is extremely important to any politician who's in it for the long haul.

CRM software provides the ability to relate to each voter or donor as an individual, based on a real history. It also enables a campaign to track macro trends across all voters or donors that it comes into contact with. This is crucial in quickly identifying and responding to common problems and complaints.