CRM如何幫助非營利組織(教會)落實異象

Abstract

Customers, being important assets to an enterprise, directly relate to the latter’s profitability and survival. Customers buy products to generate revenue. Their feedbacks also promote the improvement of products and drive an enterprise to develop forward. With or without an information system, good CRM (customer relationship management) is extremely important for an enterprise to achieve its profit targets. Though a non-profit organization (NPO) does not pursue profits, it has service objects, concrete products or services for achieving its vision, or supporters of its vision. The spirit and practice of making every effort possible to know their customers which is usually adopted by an enterprise in order to achieve its business objectives could also be seen to exist in non-profit organizations. It’s just such spirit and practice that is slightly different in form or the goal. If adjusted, the application of CRM in enterprises could also effectively help non-profit organizations to understand more clearly the practice they have to take in order to achieve their visions and understand the objects of their services or supporters. Exampled with the church, this study explores whether CRM helps the church and how should churches apply CRM. Leaders at all levels in the church pastoral relationship could be compared to managers at all levels in a corporate organization, while PRM (pastoral relationship management) applied to churches via CRM could generate specific impacts on group pastoral care, group development strategies, equipment of true believers, business as mission, family as mission, church planting and preaching.