Blog Entry 4b: E-CRM analysis of Horrible Histories

4b. Analyse E-CRM activities of your favourite Australian TV show (International students can select a TV show from your home country)

(Source: The official website of Horrible Histories in ABC)

Horrible History is an English sketch comedy TV show for history introduction. It was made by BBC. It was a long time welcomed TV program.  The show is a children program by introducing history celebrates and events through Stone Age to after World War II. It was also introduced by ABC in Australia.

The E-CRM refers to electronic customer relationship management. According to Chaffey and Ellis-Chadwick (2016), the E-CRM involves creating strategies and plans for how digital technology and digital data can support CRM. The scope of E-CRM includes using the website and online  social presences for customer development, managing customer profile information and email list, managing customer contact options through mobile, email and social networks, data mining to improve targeting, mass customisation, online customer service facilities, managing online service quality, and multichannel customer experience.

We can analyse the E-CRM activities of the TV show as follows.

Horrible Histories is sub program in BBC, like many programs, it also has online customer development work. It has different online media to communicate with customers. Examples are including official website, YouTube, Twitter and Blog.

 

Since Horrible History is a documentary style program, so they do not like other business advertising or talent show programs with strong customer interaction.  Customers can watch the programs through online BBC media iplayer, and the “my programmes” requires customers to log-in, their watch history can also help customers to save their watching histories.

Horrible Histories also collect data from customers. They provide survey for data collection and mining. The questions include customers’ satisfactory rate of every series, song and special actor. With these detailed data mining and management, it is believed that the TV series makers can figure out their strength and weakness that needs to improved.

References:

Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing: strategy, implementation and practice (Vol. 6). Harlow: Pearson.

 

http://www.abc.net.au/abc3/shows/6506.htm

https://www.youtube.com/channel/UCw9mXdTejPuOhE7eHSWLIKA/videos

https://twitter.com/hhtv_

https://horriblehistoriestv.wordpress.com/

https://www.bbc.co.uk/iplayer/episodes/b00sp0l8