I read in the Wall St. Journal that US airlines have finally begun adopting some CRM (customer relationship management) tools and processes to help identify their best customers in order to provide better services.

Hallelujah and welcome to the mid-1990s! That the airlines are only now adopting CRM principles is a testament to just how poorly run the US airlines are.

Let’s face it; the technology is cheap enough and accessible enough these days that every organization should be practicing some level of CRM. This includes associations. What is your organization doing to learn more about your members and customers and how are you treating different customers differently?