Abstract
Gregory Ferrell Lowe (2008). Customer Differentiation and Interaction: Two
CRM Challenges for Public Service Broadcasters, Journal of Media Business
Studies 5(2):1-22.
Key Words: customer relationship management, public service broadcasting,
segmentation, interaction and dialogue, innovation
As public service broadcasting becomes less distinctly non-commercial if nonetheless
non-profit, customer relationship management offers useful concepts and tools for the
modernization of PSB strategies and the transformation of work cultures. It also poses
contradictions with principles that are fundamental to the PSB ethos. This article treats two
aspects of CRM in PSB, positioned as challenges for development. While the principle of
"customer differentiation" has operational value it is conceptually problematic with regard
to universalism. Interaction poses no conceptual problems and connects well with the
PSB ethos but is operationally problematic given traditional barriers to collaboration.
Treatment is grounded in current strategic initiatives in YLE, the Finnish Broadcasting
Company.
Gregory Ferrell Lowe (2008). Customer Differentiation and Interaction: Two
CRM Challenges for Public Service Broadcasters, Journal of Media Business
Studies 5(2):1-22.
Key Words: customer relationship management, public service broadcasting,
segmentation, interaction and dialogue, innovation
As public service broadcasting becomes less distinctly non-commercial if nonetheless
non-profit, customer relationship management offers useful concepts and tools for the
modernization of PSB strategies and the transformation of work cultures. It also poses
contradictions with principles that are fundamental to the PSB ethos. This article treats two
aspects of CRM in PSB, positioned as challenges for development. While the principle of
"customer differentiation" has operational value it is conceptually problematic with regard
to universalism. Interaction poses no conceptual problems and connects well with the
PSB ethos but is operationally problematic given traditional barriers to collaboration.
Treatment is grounded in current strategic initiatives in YLE, the Finnish Broadcasting
Company.
