J. Todd Bennett, Managing Partner decimal152 www.decimal152.

com

Learn the basics of Customer Relationship Management (CRM)

Discover how to position your organization for effective CRM Understand the role of technology in data collection and marketing Obtain simple tools to begin measuring the results of your marketing efforts

The Basics of Customer Relationship Management (CRM)

Have more choices than ever

Expect immediate, high quality, personalized 24-7 service

Are expected to do MORE with the same or FEWER resources

Plan, program, market, sell and service

SMARTER
With faster, better, more personalized service? Good Information

Know Do Measure

CRM is about
finding customers collecting info about them along the way using that info to enhance their experience and foster long-term relationships

Customer
Product/Program offerings
Marketing, Sales, Support

Technology

What are their needs?

Do you offer programs/products in response to their needs? or your organizations convenience?

Source: OSAT

Positioning Your Organization for CRM

Decision-making

Information flow

Customer contact

Many organizations place customers in the hands of entry-level staff who are

Poorly trained Poorly paid Lacking information to do their jobs

No longer just a communication channel Customers interacting with your site are interacting with your business Are the people creating your websites content poorly trained, poorly paid and lacking information?

How do we bridge the customer information and interactions being collected on the front lines with decisionmaking throughout the organization?

The Role of Technology in CRM

CRM is a philosophy that is

supported and enhanced

by technology

dotCMS has the power to bridge islands of information

Before you worry about CRM, make sure your website:

Is easy and intuitive to navigate, with a focus on customers information and task needs
Provides up-to-date, well-written and accurate information

Present your potential customers with a seamless website experience.

Avoid multiple, disconnected sites

Avoid duplication of effort by integrating info from other systems Begin to bring everything you know about a customer together in one view

Customer account preferences and personalization of content

Customer self-service
Event management and registration E-communications tools

Customized catalogs and automated fulfillment

Planning and tracking marketing campaigns Promotions and discounts Analytics and measurement Evaluation and follow-up

CRM, Marketing Strategy and Measurement

AWARENESS
INFO SEEKING SHOPPING PURCHASE

What do they know about you?

Will you be on their short list?

Consider the 4 Cs
Customer, cost, convenience, communication

How difficult do you make it?

Traditional Marketing Funnel

Stranger
strangers friends

Friend

shoppers

Shopper

Customer

customers
Loyal Customer

Prospects

Alumni

Prospects

Inquiries
Applicants Admits Matriculants Alumni

Visitors

Event Attendees
Members

Volunteers
Conference Attendees

Leaders

Contributors

Goal is to move people through the funnel

Success measured by conversion rate
# people at one stage/ # people at the prior Conversion rates higher as you move down May vary by segment, program, strategy,etc.

On avg 0.5% of strangers become customers

Need to track over time to establish baseline. Technology can help here. Start with educated guesses, refine with better data
Once you know your conversion rates, you can better target your marketing strategies

You need 20 attendees for an upcoming seminar.

Goal: Convert strangers to friends (get them to visit your website You plan to purchase a list and send postcards

How many postcards do you need to send?

If you have tracked past conversion rates, this is easy

Convert the website visitors to shoppers

Offer with registration? An incentive for them to create an account or log-in? This is your opportunity to build a customers profile.

Convert shoppers to customers

Follow-up with an email or phone call to seal the deal

Conversion rate alone not the best measure of success

A consistent, positive measure to compare success

Starts with Market Research

What is your target market? Are there many? What are people in each market segment looking for? (needs, preferences) What do they know about you? How do they learn about you?

Identify market segments

Match your program offerings to markets For each segment, develop specific strategies for each stage of the funnel

Implement strategies, collect data, measure results

Take what you learned and refine

Marketing plan is fluid

Programming/ products should meet the needs of the customers Your past customers are your best future customers Your organization, programs, technology and strategies should evolve