June 4, 2013 1 Twitter Hashtag: #iucmc13 Leverage Email & CRM to Cultivate IU Customer Experience & Engagement Is your e-strategy customer-centric? Do your e- communications have an integrated content-management strategy to reach and engage your customers? June 4, 2013 Kathleen L Gerdink Lifetime Engagement Service Center
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Leverage Email & CRM to Cultivate IU Customer Experience & Engagement
Leverage Email & CRM to Cultivate IU Customer Experience & Engagement. Is your e-strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers?. June 4, 2013 Kathleen L Gerdink Lifetime Engagement Service Center. - PowerPoint PPT Presentation
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June 4, 2013 1Twitter Hashtag: #iucmc13
Leverage Email & CRM to Cultivate IU Customer Experience & Engagement
Is your e-strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers?
June 4, 2013Kathleen L Gerdink
Lifetime Engagement Service Center
June 4, 2013 2Twitter Hashtag: #iucmc13Twitter Hashtag: #iucmc13
leverage email and CRM to cultivate IU customer experience and engagement
LIFETIME ENGAGEMENT SERVICE CENTER
A partnership of IU Communications and University Information Technology Services (UITS) to serve university users of CRM and e-marketing.
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leverage email and CRM to cultivate IU customer experience and engagement
Lifetime Engagement Service Center
• Support clients• CRM adoptions• Integrated e-marketing • Best practices & university policy• Constituency lists, data
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leverage email and CRM to cultivate IU customer experience and engagement
DEFINITIONSEstablish baselines and vocabulary for common understanding
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leverage email and CRM to cultivate IU customer experience and engagement
definitions• CRM
– CRM is Customer or Constituent Relationship Management. It is a business process for growing and retaining clients. CRM often refers to the IT system that supports client development.
• “Customer”– Anyone who is a constituent, student, partner, alumnus, donor, employee, volunteer, admissions-candidate, parent-of-
student, governmental contact, media contact, general public of the Indiana University
• Content marketing– It is about sharing information, rather than pitching products. Great content engages customers at every stage of lifecycle
• Event-driven marketing– evolving to mean knowing about behavior, past and present, and applying that knowledge in a way that influences customers.
• Drip or nurture marketing– Marketing with persistence, consistency, reciprocity, rapport, and ethics. A communication strategy that sends, or "drips," a
messages to customers /prospects over time; messages are dripped in a series applicable to a specific behavior or status
• Customer experience– sum of ALL experiences a customer has with IU thru people, experiences, events, email, social, direct mail, advertising, public
relations, news & media, word-of-mouth,, over the duration of their relationship with IU
• Lifetime Engagement– a strategic approach to relationship management which aspires to achieve a “cradle to endowment” approach for prospecting,
engaging and retaining constituents of the institution in more meaningful ways to build and strengthen a lifelong association.
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leverage email and CRM to cultivate IU customer experience and engagement
THE PAST IS PROLOGUE
Being a “learning organization” means learning from the past, but moving forward
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leverage email and CRM to cultivate IU customer experience and engagement
leverage email and CRM to cultivate IU customer experience and engagement
Growth of Mobile
See: Nielsen, “The mobile consumer: a global snapshot, February 2013”
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leverage email and CRM to cultivate IU customer experience and engagement
Email clients & opens
Source: litmus.com, 2012-13 email opens & clients
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leverage email and CRM to cultivate IU customer experience and engagement
IU Email trends
↑ Volume of sends rising exponentially↑ Volume forecasted to only grow↑ Multiple platforms for distribution↑ Email replacing print & direct mail↑ Mobile ↑ Non-marketing staff distributing broadcast
communications
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Advancements in technology….challenges to big data, decision-support
CRM
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leverage email and CRM to cultivate IU customer experience and engagement
leverage email and CRM to cultivate IU customer experience and engagement
Push vs. Pull Marketing
• Email• CRM• Social Media• Website
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leverage email and CRM to cultivate IU customer experience and engagement
Content Marketing
• What do customers want (“pull”) vs. what we want to tell them (“push”)
• Track “events” not just clients• Subscription and preference management• Analytics to improve content
“Content is king.” – Bill Gates
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The 6 Disciplines Behind Consistently Great Customer Experiences
• “The customer understanding discipline is a set of practices that create a consistent shared understanding of who customers are, what they want and need, and how they perceive the interactions they're having with your company today.”
leverage email and CRM to cultivate IU customer experience and engagement
Customer Experience
• Givers gain give first before asking for value in return• Content feedback loop Social media for outreach, email for push-reminder• Auto-responders Email auto-replies with social media links, likes• Use social to promote email co-messaging & cross-messaging use social to solicit subscriber opt-in’s create a Facebook app• Tracking
Download What Counts whitepaper: “18 ways to integrate social media and email marketing”, authored by Christopher Penn, professor of Advanced Social Media at University of San Francisco, and member Congressional Advisory Committee on Student Financial Aid
integrating social and email
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leverage email and CRM to cultivate IU customer experience and engagement
Customer Experience
WIIFM
RTTV
what’s in it for me
relevant, timely, targeted & valuable
integrating social and email
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leverage email and CRM to cultivate IU customer experience and engagement
leverage email and CRM to cultivate IU customer experience and engagement
Customer Relationship & CRM
• Customer relationships = Trust– ≠ data
• “Relationships are reciprocal”• Challenge:
– CRM can turn people into data and relationships into ROE– Relationships (C “R” M) are between people
• “Thought marketing”– Put the customer 1st
– What value will you bring customer– Use the data for good
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leverage email and CRM to cultivate IU customer experience and engagement
Why customer experience matters
Quality of lead generation
Ability to nurture prospects, customers (in cross selling) and donors towards closure
Relevancy to a "customer of one"
Increased conversion rates
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leverage email and CRM to cultivate IU customer experience and engagement
Marketing 2020
• marketing, channel and technology agnostic• new marketing teams – not only IT & Marketing– sociologists, scientists
• from “selling to serving”• end of mass marketing ??• nurture-marketing & CE• Analytics & ROI• Marketing outspends IT• BIG DATA (and how we use it) as competitive differentiator• Market defines the message, i.e. “Crowdsourcing”
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leverage email and CRM to cultivate IU customer experience and engagement
IU COMMUNICATION TOOLS
An investment in best-in-class and university solutions to increase engagement and improve customer experience to support future trends
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leverage email and CRM to cultivate IU customer experience and engagement
Branding, Tools & Services
Branding• http://brand.iu.edu/ • Email, social & web templates• Print, video, logo
Online requests, services• http://communications.iu.edu• See “Capabilities” and
mobile, Vocus10. Analytics: What Counts, CRM, Google
Analytics, Litmus, NextAnalytics, Social
● CRM value-add
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Constituent Relationship Management
CRM
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leverage email and CRM to cultivate IU customer experience and engagement
• Leveraging BI and client data- key competitive advantage in future marketing– Who can best use the information, and create return on investment– Differentiate messaging, strategies with client & business intelligence
• Create New & retain existing clients• Identify most successful marketing channels and strategies• Defining ROI in non-sales- interactions
Why CRM?
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leverage email and CRM to cultivate IU customer experience and engagement
Delivering ROI with CRM
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leverage email and CRM to cultivate IU customer experience and engagement
CRM/Lifetime EngagementCradle to Endowment
1. Institutional “rolodex”2. Knowledge management- track significant events3. Preferences4. Breaking down “silos”5. CRM is not a “product”, but a lifestyle
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leverage email and CRM to cultivate IU customer experience and engagement
Managing & engaging constituencies
• Who are my “customers”? • Who are my “potential” customers?• What are my business processes?• Analytics & reporting• Segmentation, tagging, filtering• Preference & series management• Move from “push” to lists to using
campaign filtering, event-based
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leverage email and CRM to cultivate IU customer experience and engagement
Managing & engaging constituencies
Contact type/Role Definition Used byUndergraduate Admissions candidates Traditional (<18) and non-traditional undergraduate admissions
candidates, sourced from various sources (summer workshop attendee, college fair attendee, campus visit, webform, high-school guidance/grads, purchased lists, IvyTech student, etc). Suspect, Prospect, Applicant, Failed admission, Enrolled, Admitted/deferred, Admitted/refused, etc.
Admissions staff, by Campus
Parents, of undergraduate admissions candidates If high-school/traditional admissions, define and track parents (esp. in candidate is under age 18).
Admissions staff, by Campus
Previous Students Previous students of IU: failed, transferred. Candidates for re-admission, staff.
Admissions staff, by Campus
Graduate Admissions candidates Admissions candidates by school, sourced from various sources (current undergrads- IU, current undergrads- other school, webform/inquiry, masters students, etc).
Graduate admissions by School
Enrolled Students Current students of IU. University, Campus, SchoolStaff Current staff of IU (paid, unpaid, FT/PT, interns, student-
workers), retirees, former staff.University, Campus, School; recruitment, retention, administration
Faculty Current faculty of IU (inc. adjunct), retirees, former faculty. University, Campus, School; recruitment, retention, administration
Alumni All previous graduates of IU, active/inactive membership. IUF, IUAA, University, SchoolDonors Any previous or current donor to IU, and candidates projected for
External constituencies Any contact an organization needs to track for external communications, or events, or for transitioning to above partnership. Can be involved with IU centers or schools in research, grants, area high-schools, other colleges and academic organizations, vendors, executive/corporate boards, VIPs, etc. May need future subdivision. Can overlap with other roles.
ALL
Legislative Federal, State, County, District, City, Town, etc legislative and leadership officials (legislators, mayors, major non-profit efficacy groups etc).
ALL (primarily PAGR, IUF, School, events)
* Groupings or use can also cross-over all or any of above. A single "person" can be in many roles, or constituency groups simultaneously.
Constituency Groups
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM BasicsInteraction management &
Contact Management
• Email message scripts
• Histories• Track a request
& progress• Categorize the
interaction• Calendar,
assignments
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM BasicsPhone
*no ACD/Automatic Call Distribution at IU (yet)
• Call scripts• Call tracking• Telemarketing
programs• Identify targets
via past analytics
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM BasicsWorkspaces: Leads
• Design portals & dashboards
• Team or user-specific
• Quick-view to primary leads
• Use with interactions, phone
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leverage email and CRM to cultivate IU customer experience and engagement
leverage email and CRM to cultivate IU customer experience and engagement
Campaigns & triggersCRM event/trigger based marketing
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leverage email and CRM to cultivate IU customer experience and engagement
Social CRM
• Talisma Social CRM.pdf– Social connectors– Social monitoring– Social conversations– Social campaigns
Coming soon
“ higher education to have a strategy combining the best of CRM with the strengths of social media…the two systems should inform one another, and must be opened up, connected, and integrated in a tight way.” CRM Magazine, destinationcrm.com
Lifetime Engagement Service Center: Email Design & Distribution ServicesOptimize cl ient's staff time by leveraging established practices, templates & production efficiences through IU Communications
Format Plain text, cl ient-provided HTML or Simple IU Branding Bar HTML IU Template with single image
HTML IU Template with Client Brand & single image HTML & CKEditor Templates
( N/A ) Example Example Example
Perfect for Quick or one-time announcementsSingle-send constituency maintenance
IU Template with 1 revision, 1 test send, simple val idation
IU Template with 1 revision, 1 test send, s imple val idation
templates & training only
Reporting Sent, opens, bounces Sent, opens, bounces, simple click-thru's Sent, opens, bounces, simple cl ick-thru's Intro to reporting tools' use
Branding simple Campus & IU Cl ient, Campus & IU School/Organization, Campus & IU
No Charge $149 $149 $499*
Engagement efficacy: the power to produce a n a ffect
*below are being offered for client convenience and are not intended to replace strategic planning and design activities in the development of custom e-communications campaigns (projects). When applicable, the Service Center can refer client to IU Communications for custom editorial, marketing and design services
Inclusivesimple-send
Introductorytemplate with image
Templatetools only
Clienttemplate with image
• Piloting now• Kickoff in FY 13-14• “Order” via webform only• IU Email Editor (limited) styles/templates• 1-2 revisions only
$0 thru June 30, 2013 (no charge to pilot 1st template/HTML service)
(analytics vs. metrics vs data)Using the tools for measurement & reporting, informing
decisions & establishing ROI
E-analytics
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leverage email and CRM to cultivate IU customer experience and engagement
IU Analytics
• Reporting options:– Email analytics and reporting (opens, CTRs)– CRM analytics (customer data, trends)– Social mentions, tracking– Web analytics & SEO– Web Inbound/campaign analytics with Email
• Tools– What Counts & Litmus email campaign tracking– Talisma CRM customer analytics– Google Analytics & NextAnalytics for web– Social media (multiple)
• Facebook Insights; Go.IU for link shortener; Hootsuite for Twitter management; Twitonomy & TwitterCounter for Twitter analytics; Statigr.am for Instagram analytics; CRM Social (Talisma-coming soon); What Counts Social CTRs
– IUIE & BI
Knowledge Management Data Information Knowledge
Marcomm defines what to measure identify results desired apply context, experience react, decision-making
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsTalisma CRM
Result Pane
Available Folders and Reports
Excel Tool bars
Talisma toolbar
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leverage email and CRM to cultivate IU customer experience and engagement
2013-05-15T17:16:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 20 read Huntersville North Carolina2013-05-16T19:07:00 [email protected] Yahoo! Mail ClassicUsing Firefox Yahoo! Mail Classic Using FirefoxFirefox webmail 20 read Bloomington Indiana2013-05-15T23:35:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 12 read Carmel Indiana2013-05-16T11:35:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 6 skimmed Indianapolis Indiana2013-05-16T13:10:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 16 read Bloomington Indiana2013-05-25T01:06:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 20 read Carmel Indiana2013-05-16T11:52:00 [email protected] Yahoo! Mail ClassicUsing Explorer Yahoo! Mail Classic Using ExplorerExplorer webmail 20 read2013-05-16T10:46:00 [email protected] Yahoo! Mail ClassicUsing Explorer Yahoo! Mail Classic Using ExplorerExplorer webmail 20 read Indianapolis Indiana2013-05-15T17:37:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read Indianapolis Indiana2013-05-17T01:36:00 [email protected] Yahoo! Mail Using Safari Yahoo! Mail Using SafariWebkit webmail 20 read Noblesville Indiana2013-05-15T20:41:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read2013-05-18T02:43:00 [email protected] Yahoo! Mail Using Safari Yahoo! Mail Using SafariWebkit webmail 20 read Noblesville Indiana2013-05-15T19:32:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 10 read Baltimore Maryland2013-05-15T17:04:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 0 glanced/deleted Grand Rapids Michigan2013-05-15T18:31:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 2 skimmed Louisville Kentucky2013-05-16T15:24:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 20 read Carmel Indiana2013-05-15T17:59:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 14 read Indianapolis Indiana2013-05-15T22:33:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 20 read2013-05-15T22:49:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read
• Sample excerpt of report export: ArtsFest 2013• Actual email addresses would be visible. Hidden for illustration as xxx
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsGoogle Analytics with inbound/campaign tracking
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsNextAnalytics aggregator
• See IU Communications analytics packages and conference presentation “Your Website as Platform: The Secrets to Getting Found on the Web”, Bob Molnar & Amber Page
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Creating integrated campaigns with email and…..
Tools Integration
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leverage email and CRM to cultivate IU customer experience and engagement
What Counts email• Simple, “push” emails• Custom lists• Simple to setup, learn• Quick e-reports• Integrated Social• “Heatmaps” for click-thru’s
Talisma CRM• Authoritative datasets: Admissions,
Students, Alumni, Faculty, Staff• 360 view of contact• Campaign, or multi-step marketing channel,
leverage email and CRM to cultivate IU customer experience and engagement
Email & web
• WCMS co-publishing• Google (inbound) analytics
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leverage email and CRM to cultivate IU customer experience and engagement
Email & DAMs
• Store and share digital assets for all media project
• Select and link images from library for emails
• Consistent look-n-feel across digital messaging
• Author: • Upload images• Resizing• linking
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leverage email and CRM to cultivate IU customer experience and engagement
Email & social media
• What Counts with integrated social– Email and social co-publishing– Social only posting– Social media bar
• Link to IU social• Script, shares
• Social CRM (Talisma)- coming soon
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leverage email and CRM to cultivate IU customer experience and engagement
Email & social media
• Facebook Insights• Go.IU for link shortener• Hootsuite for Twitter management• Twitonomy & TwitterCounter for Twitter analytics• Statigr.am for Instagram analytics• IU social media directory
• IU Branding email templates - free HTML!• IU Email Editor
– (IU templates + custom options for non-technical editors)
• CRM expansion and improvements• Responsive email designs
– Media Queries/webkit, fluid media, fluid grids
e-tools
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leverage email and CRM to cultivate IU customer experience and engagement
Where we’re going
• A/B Testing• “Our visitors are leaking”...CTA specific landing pages• Content management “Nobody clicks our email links”
– Leverage reporting/analytics– Emails are too long– Too many or unclear CTA – Audience interests & segmentation
Tip: for the next email or newsletter, try A/B testing for “teaser/short” design with special landing pages vs. long-form email content…use data to inform design
Source: 10 Solutions to fix your busted marketing campaign unbounce. com
New approaches to email design
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leverage email and CRM to cultivate IU customer experience and engagement
leverage email and CRM to cultivate IU customer experience and engagement
E-campaign planning checklist
1. Establish campaign goals [milestones, ROI] -Story to tell? What makes us unique?
2. Who are your internal resources (skills, time commitment- your team, LE, IU Comm)?
3. Identify tools to use [social media, wcms, email, crm with WOM, print, event]
4. What customer data do you have? Past campaign results/data? What data do you want to start collecting? [CRM, analytics]
5. Brainstorm CTA’s Only then….design & deliver
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leverage email and CRM to cultivate IU customer experience and engagement
Email Tips
What can we be doing…. Segment audience Scheduling
IU Communications calendar Competing university (or other) messages Consider audience and message for day, time
Cut down on content, concise Work with editors/copywriters, CTAs Monitor click-thrus….what content gets most engagement? Linked landing pages for more content Consider A/B testing Subject lines: less than 35 characters
Subscriptions: offer opt-in and opt-out Most IU tools/policy will not support “purchased lists” CAN SPAM compliance
Social media links: make retweets/re-posts easier
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leverage email and CRM to cultivate IU customer experience and engagement
Email Tips
What can we be doing…. Get real data points for design decisions
Google (inbound) analytics, CRM & Litmus Understand who, when & how your emails are being opened or read
Design options Higher contrast: phones, tablets-energy saving dims; screen-glare IU branding: brand, “What matters. Where it matters.” Design links with touch-screen in mind -min 44px CTA/button and spaced out Mobile 180 or 320 pixels wide; Tablets 500 pixels wide
Performance & context 3G & 4G…but keep images small “go anywhere”, “read anywhere” (bus, bed, airport, email scanning) If email is scanned/opened on mobile, it does NOT get reopened on desktop
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leverage email and CRM to cultivate IU customer experience and engagement
Best-in-breed(for review of downloaded conference presentations)
• Request email distribution or list approvals- online ordering • Get free resources, policy summaries & best practice • Suggestions/Questions: [email protected]
Kathleen L GerdinkManager, Lifetime Engagement Service CenterInformational & Emerging Technologies (IET)Indiana University Communications Office: 812.856.4938
email distributions lists & approvals quick-turn urgent communications simple reporting KISS low-cost, efficient "tip of the spear"
Lifecycle of Lifetime Engagement Marketing: LE- Service Center will attempt to support university clients in leveraging and building CRM strategies, using communications standards, and a fundamental understanding of marketing lifecycles to harness the power of I.T. to improve ROI.
June 4, 2013 124Twitter Hashtag: #iucmc13
Is your email strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers?
June 4, 2013Kathleen L Gerdink
Lifetime Engagement Service Center
Leverage Email & CRM to Cultivate IU Customer Experience & Engagement