Equivalent value exchange: Internet2 CRM and … · Equivalent value exchange: Internet2 CRM and Member Sa sfac on TERENA CRM Workshop: February 6, 2013 Mike LaHaye
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Equivalent value exchange: Internet2 CRM and Member Sa�sfac�on
TERENA CRM Workshop: February 6, 2013 Mike LaHaye Director, Technical Services, Internet2 Ryan Bass Manager, Marke�ng, Internet2
Equivalent value exchange: Internet2 CRM and Member Sa�sfac�on
2 – 2/5/13, © 2012 Internet2
Marke�ng at Internet2 Inaugural Member Sa�sfac�on Survey Long-‐Term Goals of CRM implementa�on CRM System Implementa�on
Contents
A framework for equivalent value exchange Pla�orm for a mutual deep, sustained rela�onship Internet2 aims to develop rela�onships like people do
– Common language – Share a common set of values – Trust, integrity, and dependability – Mutual understanding – Consistent Action
What is “Marke�ng” for Internet2?
3 – © 2012 Internet2
The ac�vity, set of ins�tu�ons, and processes for crea�ng, communica�ng, delivering, and exchanging offerings that have high value for customers, clients, partners, and society at large. Source: American Marke�ng Associa�on (AMA)
Considering
Member Engagement Cycle
Unaware
Aware
Initial Engagement
Participate / Loyalty
Advocate
Dimensions For Depth of Rela�onships
Evaluating
Dee
peni
ng R
elat
ions
hip
Inaugural Member Sa�sfac�on Survey – Deployed: November 2012 – annually
therea�er – Architecture: Highly repeatable, analysis &
repor�ng – Organiza�onal Member Targets:
Universi�es, Regional & State Networks, Industry and Affiliates, Sponsored Educa�on Group Par�cipants (SEGPs), Community Anchor Ins�tu�ons (CAIs), InCommon Par�cipants
– Professional Targets: Informa�on & Communica�ons Technology (ICT)
Execu�ves & Professionals, Univ. Execu�ves, Administrators, Educators, Scien�sts & Researchers
– Goal: Con�nuous improvement of member experience 5 – © 2012 Internet2
Internet2 Member Sa�sfac�on Survey
Measures Of Sa�sfac�on for Internet2: – Overall – Membership Value – Leadership for R&E Community – Member Services – Global Programs – Network Services – NET+ Services – Iden�ty Services (InCommon) – Mee�ngs, workshops, & convening opportuni�es – Industry par�cipa�on / Sponsorship Program
6 – © 2012 Internet2
Internet2 Member Sa�sfac�on Survey
Status: Respondent Recrui�ng Challenges Analysis Repor�ng Findings
7 – © 2012 Internet2
Internet2 Member Sa�sfac�on Survey
Create Effec�ve Member Segments (Personas)
Provide Resonant 1:1 Communica�ons Measure Effec�veness (Analy�cs) Iden�fy New Opportuni�es to Meet Needs
Real-‐Time Dashboard Measuring Value Exchange Effec�veness
8 – 2/5/13, © 2012 Internet2
Long-‐Term Marke�ng Goals of CRM
iMIS Associa�on management system
Locally hosted
MS Windows based
Client / Server
MS SQL
Read only from web
9 – © 2012 Internet2
CRM @ Internet2 – Where we’ve been
Salesforce.com Sales and service -‐ so�ware as a service
Cloud hosted
Web based
Extensible
AppExchange
10 – © 2012 Internet2
CRM @ Internet2 – Where we’re going
People and Organiza�ons
Local -‐ State – US – Global
Universi�es Hospitals Libraries
Museums Theaters
Researchers Collaborators
Campus – Region – Na�onal
Interna�onal
12 – © 2012 Internet2
Community
People to Organiza�ons
Members and Non-‐Members
Presidents CIOs CTOs
Students Faculty Staff Alumni
Service par�cipants
Boards and Councils
Working groups
Collaborators Sponsors
Virtual Organiza�ons
13 – © 2012 Internet2
Rela�onship
Shared founda�on of People (Contact) and Organiza�ons (Accounts)
Rela�onship manager assigned to each Organiza�on
Distributed crea�on of
accounts, contacts,
engagements, and
ac�vi�es
14 – © 2012 Internet2
Management
Deploy a CRM system designed for a global community Design a system for managing complex rela�onships Improve ability to facilitate and record community engagements Standardize accoun�ng, billing, intake, provisioning, and delivery across all services
Centralize and enhance communica�ons, marke�ng, support Decentralize systems management for programs and ini�a�ves Personalize the web environment and self-‐service applica�ons Increase member value through improved efficiency and effec�veness
15 – © 2012 Internet2
Implementa�on Goals
Customizing a Sales and Service tool for an associa�on or membership organiza�on
Developing and defining common business processes Modeling and maintaining complex roles and rela�onships Shibboleth, Federa�on, and Single Signon with Saleforce
16 – © 2012 Internet2
Challenges
Establish an execu�ve steering team and a staff lead team Decentralize data crea�on and maintenance Focus on excep�ons to standard prac�ces, not standard prac�ces
Define single authorita�ve data sources and data stewards Leverage screen �me with the community to maintain data Expose the data on the web, billing, and annual reports Ask staff to describe the kind of reports they would like to have today or tomorrow. Use responses to define data requirements and collec�on/management processes
17 – © 2012 Internet2
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