Spreadsheets to CRM - Graham

From Spreadsheets to CRM
How to Accomplish a Successful Organizational Transformation to CRM and What that Means
#10ntc.crm

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Agenda
Define CRM
Benefits of CRM
Process of getting CRM
Before
During
After

The better your data,
the better the story you can tell…

Warning!
Creating a CRM system even if done well is:
Long
Requires a large amount staff time
Intrusive to Organizations Operations

Wikipedia Definition
Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. [1] Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs

CRM
Constituent
Relationship
Management

Constituent
Its not just donors…
Board Members
Volunteers
Funders
Clients
Staff
Media
Stakeholders

How import is this person to you?
A person who volunteered for you organization once?
Someone who gave a one time donation of $50.00?
Attends a lecture your organization sponsored?
A client of one of your service programs?
What if this is all the same person?

Relationship
Relationships are built on shared experience
Recognizing and leveraging past interactions

Build on what you did together
Who talked to that donor last? What did they talk about? What does your donor care about?

Management
How do we capture these relationships?
How many have a “data entry” person?
Do they have the relationship?
Move to a decentralized data entry model

What is CRM?
A database
A tool for managing service delivery
A way to document the work you do
Support system for relationship building
An organizational approach to doing business

The Attention Competition

Coin of the Realm
Relationships are our most important assets
Clients
Board members
Volunteers
Staff
Stakeholders
Who owns the relationship?

The Traveling Development Director
Move from Organization to Organization
Loss of institutional knowledge
Ownership of the relationship

We want to move our constituents up the engagement ladder. How do we do this?
Recruit friends/family
Upgrade monthly donation
Signup for monthly giving
Renew single donation
Make single donation
Write a letter
Attend an event
Sign petition
Viral / Tell a friend
Send an epostcard
Subscribe to e-Alerts
Subscribe to eNewsletter
Enter a contest
Visit website
High
Building Relationships!
Low
The Engagement Ladder

Life without a CRM
Routine program reports are painful to produce
Using paper and chasing down information on service delivery
No easy way to see what’s happening “now”
Get used to guessing about service
Separate, disconnected data files
Duplicate data entry and redundant work
Poor communications and information sharing

Life with a CRM
More accurate and predictable budgeting
Clearer picture of relationships with funders, donors, and clients
Helps you know who has done what with whom
Tool for growth for the organization
Can stop cycle of “silo-ed” information
Can help boost your efficiency and effectiveness
May help create a community impact or service never thought of before

Silo Approach
How can I really leverage this information?
Web Site
Intranet
Excel info
Access Database
Accounting

Silo Approach
How can I really leverage this information?
X
Web Site
Intranet
Excel info
Access Database
Accounting

Goals of a Good CRM System
Recording of interactions with multiple constituencies
Volunteers, Clients, Board, Staff, Donors, Funders
Ability to track the ‘shared experience’
Decentralized data entry – enter the work you do
Part of the fabric of the organization

The CRM Project
Create a Successful Environment

Identify what success means to you
Establish a need
Start to build buy-in
Executive and organizational
Collect Requirements
inputs
Intakes, forms
outputs
Reports, deliverables
business processes
Understand when, who, and how

Examples of Success
A CRM that was completed on time and on budget
A CRM that meets the business needs of the organization
CRM that you are happy with and understand
A system that is sustainable for the nonprofit
One that you use!

Establish a Need
Big picture of Organizational Need
Strategic Vision
Where are you now?
Where do you want to go?
How will you get there?

Build Buy-in
LEAD!
L - Listen to the needs of the users
E – Express your vision of the final outcomes
A – Align the system to users needs (WIIFM)
D – Drive the process

Organizational Signs of Success
Executive Buy-in
Organizational Buy-in
Active Implementation Participation
A Leader to Lead
Reasonable Expectations
Understand the importance of theTruth
Ultimately understanding what success looks like for your organization and having professional help will ensure a successful outcome.

The CRM Project
Define Requirements

Collect Requirements
Inputs
Intakes, forms
Outputs
Reports, deliverables
Business processes
Understand when, who and how

Requirements Approach
Take stock
What is currently being tracked and by whom
What isn’t being tracked but should be
What is being reported
What is the business process
Track what you do
Track what you want to do
Track everything you can think of

Determine Project Scope
Phased Approach?
Low hanging fruit
Quick wins
Build momentum
Single project
Can your org “Swallow the ocean?”
Get it done while you can

The CRM Project
Define Requirements
Evaluate Products

Choosing the right system
Features
Cost
Ease of Use
Flexibility
Ease of Implementation
Sustainability
Data Integration
Using a Partner

How will it hold up?
Is it Sustainable?
What are the carrying costs?
Cost to implement, TCO
Can you make changes yourself?
How many people do this work?
How are upgrades delivered? Cost?
What does it take to support this product
Server based
Cloud based

Integrate Your Data
Open API
Provide “true” integration with web CMS’s.
This means information can flow both ways. From the website into the database, but also the other ways
This provides a way for your constituents to do business with you and that business to be recorded.
A modern seamless connection from consumer to web to database to reporting
Communications
eNewsletters, email, meetings, requests for information, Donations

What to look for…
System that can capture the “unique” work you do
Can it integrate with your other systems I.E. website
Support distributed data capture (cloud based?)
Capture the relationship elements
Email
Meetings
Interactions
Provide real time information
reporting and dashboards

The CRM Project
Define Requirements
Evaluate Products
Select a Partner

Select a partner
Experience
Understands your organization
Isn’t an order taker
Documented process
Escalation process
Communication
“Feels Right”

The CRM Project
Define Requirements
Evaluate Products
Select a Partner
Manage the Project

Manage the Project
Project Team
Wide and Tall
Discuss dual role
Communications
With Partner, Team, Internal and External Stakeholders

Example Process
Client Review
Business Process
Requirements Gathering
ApplicationConfiguration
Data Migration
Data collection
Data analysis
Data Cleansing
Data mapping
Data loading
Training
Solution Development
RequirementsDefinition
Documentation
Go Live!!
Ongoing Support

The CRM Project
Define Requirements
Evaluate Products
Select a Partner
Manage the Project
After the Project

Don’t Stop
Defend the truth
Data quality
System suitability
Create “Data Entry Standards” documentation

Signs you have a good database
Reflects the work of the organization
Built what is needed
You continue to review your needs, your organization changes, your database should too
Your Data is True
Information is correct, complete, trusted
You have someone looking out for the above.
Its being used!

Benefits to Affiliated Groups
Funders - Record and understand their systems, track relationships with in the foundations and the stages of funding requests, and deliverables
Volunteers - Record the work they do, and better understand their impact so that you can communicate to them the organization’s appreciation
Clients - Understand, track, report on the services provided and as such build better relationships.
Donors - 360 degree view of the relationship, track contacts, changes and donations and see every aspect of their contact with the organization.

Questions?

Commitment unlocks the doors of imagination, allows vision, and gives us the "right stuff" to turn our dreams into reality.
- James Womack
Commitment

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Feel Free to Contact Me
Dean Graham
NPower PA
215-557-1559
dean@npowerpa.org
dean@deangraham.com
Twitter: @dfgraham

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Spreadsheets to CRM - Graham

by Dean Graham on Apr 09, 2010

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Spreadsheets to CRM - Graham — Presentation Transcript