E-CRM in TV Show-Married at The First Sight Australia

Hello Folks! Welcome back to another post of my blog, this week post I will discuss about E-CRM in TV shows. Apparently, I just watched Married at The First Sight which an Australian TV shows, what a drama on that TV show! LOL. Let’s moving on!

What is E-CRM ?

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Dawn & Guha (2010) defined E-CRM as,” an integrated process centred on the consumer that derives improved profit, revenue and operational efficiency by a better understanding of the customer and customer relationship”. With the revolutionary of internet, businessman also can use it as a big advantage and opportunity for their business. In general, E-CRM well-known as bridge to creates a mutual benefit relation with its publics. Seybold (1998) as cited in Dawn & Guha (2010) stated that the effectiveness of E-CRM is about process of creates, build, and maintain relationship between customer by increase the value and satisfaction of customers.

TV Show: Married at the first sight (#MATFS)

Married at the first sight or #MATFS is an Australian TV show provide by 9 Network that feature eleven couples which matched by three experts and decided to marry when the first time meeting. This TV show a little bit different as what happened in other TV show with same theme around the world where all couples are follow several steps for knowing each other and not go directly to altar like other TV channel does (Wikipedia, 2018).

E-CRM in #MATFS

The main point of the 9 Network official websites as TV channel who airing the show is to encourage and building a relationship between the company and its customers. #MATFS is airing by 9Now or 9 Network on their tv channel however, #MATFS also has their official website where people can also view all episodes, news, and other contents related with #MATFS. 9 Network trying to give more opportunity for Customers to have more options of how the way they want to watch the show. It could directly on TV, mobile phone, or computer via the webiste.

In my opinion, I really enjoy how they provide all episode through online because we are not always watch tv everyday so, we can still follow the show from our gadget by the supporting of internet. The benefit from the website is customer can also access all information about the casts as well as registering or apply themselves if they interested join the show.

Based on TV Tonight research, the crowd is over then 500,000 viewers and it makes 9 Network won for #1 place for 1,75m viewers after the show (Tv Tonight, 2018). 9 Network trying to engage all audiences to keep good relationship with its public during or even after the show. It is important to 9 network for building a bridge between the company and their customers to have their loyalty so people will still watch their channel to see what’s they going to bringing up next to the market. It is clear that by the feature of social media attached on their website it's an absolute way to encourage the audience to stay tune with news and updated about #MATFS. By using Facebook, Instagram, Twitter, or even email, 9 Network wants to keep their audiences get updates of every single changes in the show.

The point of keeping the relationship between the audience and the company is to understand the preferences and behaviour of the customers as well as their experiences with other companies. E-CRM also can be as a guide for company to customise all value that customers need. Moreover, E-CRM not only allows organization to keep their audiences or customers but also to activate effectiveness of marketing strategy, increasing the opportunity of cross selling and creates possibility or rapid introduction of new products, Dawn & Guha (2010).

Reference:

Dawn, S. K., & Guha, A. (2010). E-CRM: a critical analysis by developing an effective model. Asia Pacific Business Review, 6(3), 106-114.

TV Tonight (2018), Retrieved from: https://tvtonight.com.au/2018/03/1-75m-ratings-gold-for-married-at-first-sight-finale.html

Wikipedia, (2018), Retrieved from: https://en.wikipedia.org/wiki/Married_at_First_Sight_(Australian_TV_series)