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Member Relations: An Association-Centric Approach to Customer Relationship Management

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Presentation given by Elizabeth Engel at the 2013 CESSE Annual Meeting based on the spring 2013 Spark whitepaper of the same name (available at http://bit.ly/10s8UUb).

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Member Relations: An Association-Centric Approach to Customer Relationship Management

  1. 1. Member Relations CESSE Annual Meeting 2013 Elizabeth Weaver Engel, MA, CAE CEO & Chief Strategist
  2. 2. introductions Elizabeth Engel @ewengel about me… about you… http://bit.ly/10s8UUb @ewengel
  3. 3. agenda  the CRM mindset  Big Data  marcomm and IT: happy together http://bit.ly/10s8UUb @ewengel
  4. 4. Do you want fries with that? http://bit.ly/10s8UUb @ewengel
  5. 5. http://bit.ly/10s8UUb @ewengel
  6. 6. sales funnel  purchase loop http://bit.ly/10s8UUb @ewengel
  7. 7. http://bit.ly/10Zm3up http://bit.ly/10s8UUb @ewengel
  8. 8. let’s talk: sales culture  Does your association currently have a sales-friendly culture?  What would a sales culture look like in your association?  What benefits do you think you'd enjoy if you did have a sales culture?  What might you have to change in order for that to happen? http://bit.ly/10s8UUb @ewengel
  9. 9. http://bit.ly/10s8UUb @ewengel
  10. 10. http://bit.ly/10s8UUb @ewengel
  11. 11. let’s talk: big data  Has your association started thinking about the concept of "Big Data"?  What questions are you trying to answer that Big Data might help with?  How might you have to change to be ready to take advantage of the opportunities Big Data provides?  What data might you need to begin collecting to do predictive analysis about your audiences?  Do you currently have the systems and processes in place to collect and use that data? http://bit.ly/10s8UUb @ewengel
  12. 12. http://bit.ly/10s8UUb @ewengel
  13. 13. http://bit.ly/10s8UUb @ewengel
  14. 14. let’s talk: marcomm & IT  Is IT a service department or a strategic partner in your association?  How might your choices about positioning IT affect your ability to create a culture of strong, successful business processes? To use software strategically?  How well do your IT and marketing departments collaborate? How might that affect the success of any sales and marketing related software projects, regardless of the chosen platform? http://bit.ly/10s8UUb @ewengel
  15. 15. what will YOU do differently tomorrow? http://bit.ly/10s8UUb @ewengel
  16. 16. Member Relations: An Association-Centric Approach to Customer Relationship Management http://bit.ly/10s8UUb @ewengel
  17. 17. keep in touch! Elizabeth Weaver Engel, M.A., CAE CEO & Chief Strategist Spark Consulting LLC http://bit.ly/10s8UUb w getmespark.com p 202.468.3478 e ewengel@getmespark.com t @ewengel li www.linkedin.com/in/ewengel

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