This blog is about analysing E-CRM activities of MasterChef Australian.
What is e-CRM?
Electronic customer relationship management (e-CRM) is an information system to help organisations to enhance customer service through innovative technology such as emails, websites, forums and social media channels. It is used to recognise, attract and maintain an organisations’ customers (Chaffey & ellis-Chadwick 2016, p.302). It helps organisations keep connected with their customer by recognising, attracting and maintaining customers’ interactive communication. It is an important concept to help organisations to maintain competitiveness in the marketplace through increasing effectiveness of e-CRM (Navimipour & Soltani, 2016)
MasterChef Australia and e-CRM
MasterChef Australia is a competitive reality cooking show based on the British MasterChef. It screens on Network Ten over the past ten years. There are three main judges: Gary Mehigan, George Calombaris and Matt Preston. There are some talented guest judges that will join the three of these main judges with their ideas and dishes to set tasks for contestants. (About MasterChef Australia, 2018)
MasterChef was on 7:30pm from Sunday to Thursday on Network Ten for about 4 months. During the show time, audiences are emotionally involved to watch a timed cooking show as well as enjoy looking at delicious and well-made dishes.
The audiences can catch up any missing episodes on their website a day after and they can get easy access to all recipes created by contestants and judges any time to create their own MasterChef dishes. Additionally, there are some tips from the MasterChef team to support audience members who want to recreate a MasterChef dish. The audience have freedom to access all recipes from the last ten seasons as well as applying to get on the show for next season.
Like any reality show, contestant’s personality has a great impact on the show which in turn we always have a favourite contestant or judges on each episode or season, and for this reason, there is a section that provides more information to each contestant which this connection carries on with MasterChef social media platforms include Facebook, Instagram and tweets.
Long term e-CRM
MasterChef final was on in August; however, to keep connecting with the audience, the MasterChef team manage to update news about contestants and recipe regularly through the whole year. There are great seasonal recipes, and some follow up stories about former contestants. Audiences love to know things happening for contestants after the show. Along with this, contestants and celebrity chefs also share their thoughts and ideas from their own social media platform. Contestants still wear MasterChef apron on their Facebook page profile to keep their connection with the audience. There are some contestants that have such an impact on the food industry that audiences will want to follow up. To keep them connected with MasterChef is another way that MasterChef is connecting and interacting with their audience.
Sponsors and cross selling
There are a number of sponsors who promote products during the show including Holden, who launched a new campaign during the show, not only provide vehicles for contestants during the competition but also audiences were invited to “watch and win”. This allowed both Holden and MasterChef to connect with audiences via a committed CRM program.
About MasterChef Australia, Network Ten Pty Limited 2018, viewed 14 September 2018, https://tenplay.com.au/channel-ten/masterchef/about
Diksha, S n.d., E-CRM: Meaning, Evolution and Benefits, business management ideas, viewed 14 September 2018, http://www.businessmanagementideas.com/crm/e-crm/e-crm-meaning-evolution-and-benefits/3688
Facebook 2018, MasterChef Australia 2018 viewed 14 September 2018, https://www.facebook.com/MasterChefAU/
Instagram 2018, MasterChef Australia 2018 viewed 14 September 2018,https://www.instagram.com/masterchefau/
Navimipour, N & Soltani, Z 2016, ‘The impact of cost, technology acceptance and employees’ satisfaction on the effectiveness of the electronic customer relationship management systems’, Computers in Human Behavior, vol.55, pp. 1052-1066.