FUNDRAISING NEWS: National Trust buys new system to get closer to members

The National Trust is planning to improve its communication with members and customers with a major multi-million pound investment in a customer relationship management system.

Due to be completed during the first quarter of 2004, the CRM system will help the trust, which has 3.2 million members, to better understand its supporters' preferences and personalise its services.

Anne Dixon, director of customer services, said the system would result in a more "joined up" relationship between the trust and its supporters.

"At the moment, if a customer books a holiday cottage, they can't find out about our events in the same phone call. With the new system they will receive a more holistic service," she said.

The CRM system will also bring together the different types of information about people that the National Trust currently holds in different databases.

This will result in them receiving more relevant services, said Dixon.

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