1. Know your Donors/Customers 2. Understand what your Donor (segments?) want from you 3. Build a 'Donor' journey 4. Integrate & Automate 5. Create your legacy

1. Kara Every – Brady Australia

2. “Customer relationship marketing (CRM) is a business process in which client
relationships, customer loyalty and brand value are built through marketing
strategies and activities.
CRM allows businesses to develop long-term relationships with established
and new customers while helping streamline corporate performance.
CRM incorporates commercial and client-specific strategies via
• employee training
• marketing planning
• relationship building
• advertising.”
techopedia.com
Customer Relationship Management

3. 1. Know your Donors
2. Understand what your donors (segments?) want from you.
3. Build a journey.
4. Integrate & Automate
5. ?

4. 1. Know your Donors /
Customers

5. 2. Understand what
your donor
(segments?) want
from you.

6. 2. What do your donor segments want?
Key points for Customer Service
Royals High Value Fast, priority treatment
Goodies Strong Value Maintain as if Royal
Multis High AOV Cross-sell P/L (av. 2.4!)
Newbies Strong web users Recommend Virtual Catalogue
Sleepers Need engagement Thank for coming back!
Support for Customer Service in day-to-day
Telco
• Network reliability
• Customer service
• Hardware
• Innovation

7. 3. Build a “Donor”
journey.

8. 8Build a “Donor” journey.
Acquisition
Welcome
Retention
Growth
A controlled journey (leveraging IB and OB channels) helps to manage:
1. Customers – based on behaviour and where they are in their journey
2. Communications –sequence and frequency of communication.
8
CatchMe
WelcomeMe
Teach Me
(Engage & Educate)
EndearMe
KeepMe
RenewMe
Grow Me
(Enrich and Excite)
WinMe
Back
Keep Me
Levelofactivity

9. 9
99
Welcome Me
• Thanks for joining
• Get Online
• How to get started – Basics
• Self-Help
• Where to go for support
Teach Me
• Low sales message
• Inc usage / overcome hurdles
• Did you know?
Grow Me
• Cross sell opportunity
• Promote New innovation
Endear Me
• Reinforce BRAND Pillars...
• Trusted expert advice
• Digital Experiences
• Global Benefits ?
Keep Me
• End of Product Life
• End of Order cycle
• Complaint
• Payment default
Win Me Back
• > 1 year
• Strong offer > guarantee?
Sequencing communications
takes customers on a tailored
journey.
The journey and CX is based
on a mix of timings and
behaviour.
Catch Me
• Advertised Offer
• External lists
• FIRST DONATION!
Renew Me
• Thanks for staying with us!
• +ve Changes / Improvements
Build a “Donor” journey.

10. 4. Integrate &
Automate

11. 5. Create your legacy

12. THANKS!