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CRM and EngagementThe promise and reality
Tom LehmanLehman Associates, LLC
Lehman Reports
ASAE Reston Idea Swap
August, 2013
Lehman Associates, LLC
• Strategy Consulting and Research Firm
• Technology strategy
• Web / Internet / Social Media Strategy
• Customer Satisfaction, Market & Member Research
• The Lehman Reports™ industry research series
• Associations and Supplier Companies
• Founded 1992, Alexandria, VA
• AMS Use and Satisfaction 2006-2013
• AMS International: CA, AU, UK 2010, 2013
• Association Technology Study 2011, 12, 13
• Donor Management Systems, NTEN, 2013
• New Snapshot survey series
Importance of CRM
Discussions of Engagement
CRM – Engagement Conversations
• Hundreds of items on Collaborate• Several articles published in 2013• DigitalNow, ASAE, other sessions• AMS companies: promotion,
prospect sessions, roundtable discussions
CRM as AMS Decision Factor
26%
60%
7%8%
Importance of CRM as an AMS Decision Factor
CRM capabilities would be one of the most important factors
CRM capabilities are important, but only one of the important capabilities
We expect to use a separate CRM, not an AMS decision factor
CRM is not important to us, not a de-cision factor
2013 Lehman Reports AMS Study
The Promise of CRM
• Greater knowledge / insight about members• Alignment between products and services, and
member needs / expectations• In-depth understanding of trends, patterns, and
variable interactions• Market segmentation and targeted services• Prediction and forecasting, anticipate needs and
interests• Deeper engagement with members, constituents
The Promise of Engagement
• Greater understanding of the dynamics of membership and participation
• Retention, loyalty
• Advocacy
• Non-dues revenue
• Relevance
Limiting FactorsCRM and Engagement
• Data• Analytics• Measurement• CRM Capabilities• Expertise and Culture
CRM Big Data
• 360 view of constituents, operations, marketing, advocacy
• Deep data, multi-stream• A driver of integration to capture
increasing levels of digital interactions
• Critical for CRM and other functions, but not actionable in its raw form
Third-party Services Adoption
Exhibits Management
Advanced Reporting / BI
Social Media / Community
e-Learning
Online voting tools
Job boards
Email marketing
Enhanced meeting registration
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Projected adoption within 12 months Currently evaluating
Lehman Reports Association Technology, 2012
Analytics
• Turn data into actionable intelligence
• Multivariate, longitudinal • Underlying drivers, trends,
patterns• Decision information• Advanced reporting, dashboards,
decision systems
Advanced Reporting / BI
Lehman Reports AMS, Association Technology, 2011-2012
Dashboards in Associations
Operational Dashboards
Analytical Dashboards
0% 20% 40% 60% 80% 100%
Current use Plans to use Evaluating
Use projected to double within 2 years
Lehman Reports AMS, 2012
Challenging, Early Stage
Big Data in Commercial Firms
Only one quarter collecting the data required
While fewer than half of those say they have sufficient resources to make use of it
Measuring Engagement
• Scores from AMS, social media, other applications
• In-house scoring / measurement scales• Separating meaningful indicators from a
multitude of activities is challenging• Weighting activities• Topic at many associations, subset have
begun the process• Fewer understand the commitment involved• Potential payoff is high, however
Measuring Engagement
Not a topic for us
Taking about this, no action as yet
Combined: using some type of scoring
Use both
Use our own scoring
Use scores from applications (AMS, social, etc.)
0% 10% 20% 30% 40% 50% 60%Lehman Reports Snapshot Survey, August 2013
Summary
Types of measurement
CRM Technology
Current stateFuture options
The Pure CRM Solution
• Focusing on CRM as the critical function• Advocate a move to CRM to gain these
capabilities, implies dissatisfaction with current capabilities
• Options– AMS with CRM– CRM solutions alone– CRM solutions with AMS capabilities
Current CRM Satisfaction
Average rating across all items
Advanced reporting and / or BI
360-degree view of members including social
CRM capabilities within the AMS
1 2 3 4 5 6 7
Satisfaction with CRM-Related Functions
Mean Satisfaction on a 10-point Scale
2013 Lehman Reports AMS Study
CRM Options
CRM+AMS, not integrated
CRM in place of AMS, without association functionality
CRM+AMS, integrated
CRM within the AMS
0% 10% 20% 30% 40% 50% 60% 70% 80%
Percent Who Would Consider Each Option
2013 Lehman Reports AMS Study
Expertise
Culture
Commitment
Questions and Discussion
Tom Lehman
President
Lehman Associates, LLC / Lehman Reports
Alexandria, VA
703-373-7550
www.LehmanConsulting.comwww.lehmanreports.com