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Beyond Marketing: Customer Relationship Management (CRM) Thursday 11:30am – 12:45pm One State: Together in the Arts Illinois Arts Alliance Foundation & Illinois Arts Council
Session Presenters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Session Goals & Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Arts Group CRM Success: A Customer and Competitive Necessity ASPIRE Total Customer Development tm
Why CRM is a Customer and Competitive Necessity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is Customer Relationship Management (CRM)? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Total Customer Development ™ Hierarchy Interactive Marketing Management Customer Relationship Management Customer Innovation Management tm Customer Quality Management tm Cause Marketing Management Customer Experience Management Customer Lifecycle Management Customer Evangelism Management tm Customer Actualization Management tm
CRM Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The “Customer” ,[object Object],[object Object],[object Object]
CRM People ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM Processes / Mapping ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Relationship Management CRM Model
Non-Profit / Arts Organization eCRM Model
Non-Profit / Arts Organization eCRM Systems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM Technology / Infrastructure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Arts Organizations Must Adopt CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The “New Consumer” / “Buyer-Centric” Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The “New Consumer” / “Buyer-Centric” Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM Goals, Benefits and Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM Project Planning CRM Innovation Management tm ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM Project Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM Best Practices / Critical Success Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Arts Organizations CRM Case Studies ,[object Object],[object Object],[object Object]
Arts Group CRM Issues & Examples ,[object Object],[object Object],[object Object],[object Object]
Arts Group CRM Issues & Examples ,[object Object],[object Object],[object Object],[object Object]
Arts Group CRM Issues & Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]
Arts Group CRM Issues & Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT CRM Tactics Can We Do Quickly, Easily, Inexpensively & Get Results? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Arts Group CRM Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Arts Group CRM 3 Final Thoughts ,[object Object],[object Object],[object Object],[object Object],[object Object]
Arts Group CRM Success: A Customer and Competitive Necessity ASPIRE Total Customer Development tm
November 2000 - Present The Joyce Foundation The eCAPA Experience:
Permission Based Marketing ,[object Object]
Call to Action: ,[object Object]
Basics of eCAPA Membership: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Our Philosophy: Only send messages that have value to the consumer.
eCAPA: The First Year ,[object Object],[object Object],[object Object]
eCAPA: The First Year ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
eCAPA: The Second Year ,[object Object],[object Object]
eCAPA: The Second Year ,[object Object]
Survey Respondent Demographics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Survey Respondent Demographics
Survey Respondent Email Usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why do you delete unread email? ,[object Object],[object Object],[object Object]
Where did you sign up for eCAPA ? ,[object Object],[object Object],[object Object],[object Object]
Responsiveness ,[object Object],[object Object],[object Object],[object Object]
Customer Satisfaction ,[object Object],[object Object],[object Object],[object Object]
How Often Do You Want Emails? ,[object Object],[object Object],[object Object],[object Object]
What Do Audiences Want? ,[object Object],[object Object],[object Object],[object Object],[object Object]
eCAPA: Spring 2002 ,[object Object],[object Object],[object Object],[object Object],[object Object]
May 2002: Getting Fancier ,[object Object],[object Object],[object Object],[object Object]
Text E-Mail
HTML E-Mail
Why Segmentation? ,[object Object]
Segmentation = Better Results ,[object Object],[object Object],[object Object]
E-Survey / Progressive Profiling
August 2002: Time for a Check Up! ,[object Object],[object Object],[object Object]
eCAPA User Comments ,[object Object],[object Object],[object Object]
eCAPA List Growth
Click Right In! Getting your eMarketing Campaign Started
Develop Guidelines ,[object Object],[object Object]
Check Out Your Options ,[object Object],[object Object],[object Object]
Sign up Patrons ,[object Object],[object Object],[object Object],[object Object]
Methods of Building a List ,[object Object],[object Object],[object Object],[object Object]
Make Sure You Give Patrons What They Want ,[object Object],[object Object],[object Object]
Internet Marketing is Viral ,[object Object],[object Object],[object Object]
Use Good Subject Lines ,[object Object],[object Object],[object Object],[object Object]
The Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Keeping Your List ,[object Object],[object Object],[object Object]
Small Scale eMarketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Future is Now! ,[object Object],[object Object],[object Object]
Email marketing benefits: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusion: Permission based email marketing is an essential part of a well-rounded marketing plan Be sure to use email properly – get permission and be relevant!
Permission Based Email Marketing The Future of Audience Development The Joyce Foundation
CRM Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
E-Marketing Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions & Answers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Follow-Up Questions? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You We Welcome Your Feedback…

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Iaa crm presentation final