Customer Differentiation and Interaction: Two CRM Challenges for Public Service Broadcasters

Abstract

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.

Key Words:

• customer relationship management
• public service broadcasting
• segmentation
• interaction and dialogue
• innovation