CRM: It's not about the technology. It's how you use it to create a value for the customer and the business. It's a tool to drive business insights and customer engagement.

1. CRM: LEVERAGING TECHNOLOGY TO CREATE A
STRATEGIC ADVANTAGE
MARK NELSON
April&3,&2018&

2. !
!
How!would!you!answer!this!ques2on?!

3. From a Systems Perspective:
It Depends…
• Goals&and&objec7ves&
• Size&of&organiza7on&
• Type&of&organiza7on&
• Customer&base&
• Marke7ng&objec7ves&
• Systems&integra7on&
• Ease&of&use/training&
• How&it&will&be&managed&
CRM&

4. Bigger!Issue:!
Is!it!the!right!ques2on?!

5. Insights on CRM
“A#CRM#deployed#well#is#amazing,#but#it#
needs#a#strategy.#What’s#the#objec@ve?#Are#
you#using#it#strategically#or#is#it#just#a#big#
rolodex?”#
&
–&Debby&Hecht,&Former&Vice&President,&Global&Brand&
Marke7ng&at&Gallagher&

6. CRM Evolution

7. Value of Today’s CRM Systems
• Added&data&and&informa7on&
• Sort&and&search&based&on&criteria&
• Leverage&key&contact&points&
• Insights&on&marke7ng&and&sales&ac7vity&
• Strategic&advantage&

8. Insights on CRM
“It’s#about#managing#the#customer#
experience.#Success#is#less#about#the#purchase#
and#more#about#the#customer#rela@onship.”#
&
–&ScoS&Moore,&Principal,&Big&Chalk&Analy7cs&&&&
Former&VP,&Global&Analy7cs&at&KimberlyVClark&

9. • Limit&the&need&for&customer&service&
– Build&an&easyVtoVunderstand&interface&
– Help&users&help&each&other&
– Make&selfVhelp&easy&
• Provide&human&support&
• Create&loyalty&incen7ves&(Prime)&
• Protect&your&customers&
Source:#What#Amazon#Teaches#Us#About#CRM#Strategy,#ChannelReply#Blog#

10. The!Real!Revolu2on?&
Customers)who)buy)X)
also)buy)Y.)

11. The!Power!of!Analy2cs&
McKinsey&es7mates&
35%!of!Amazon!sales!
are&a&result&of&its&recommenda7on&engine.&

13. 14.2!million!Rewards!Members!
!
41%!of!transac2ons!via!loyalty!card!
!
30%!of!sales!via!app!

14. !Customer!Value!
!
Loyalty!card!makes!payment!quick!&!easy!
App!offers!unique!feature!
Loyalty!program!offers!free!rewards!

15. Company!Benefits!
!
Insights!on!customer!behavior!
Segmented!offers!
Cash!flow:!$1.2!billion!loaded!on!cards!
Increased!LTV!

16. 80%!of!viewing!is!based!on!algorithmic!
recommenda2ons!

17. !
!
“With)more)than)1,000)hours)of)just)original)content)coming)to)
this)year)and)over)104)million)subscribers)around)the)world,)it)
is)important)to)surface)the)right)content)to)the)right)person)at)
the)right)Bme.)Our)personalizaBon)enables)us)to)create)more)
than)250)million)tailored)experiences.”)
!
–!Todd!Yellin,!VP!Product!Innova2on!
!
!
!
!

19. !
!
It’s!not!about!the!system.!
It’s!how!you!use!it.!
!
!

20. !
!
Share!content!
Iden2fy!sales!opportuni2es!
Cross[sell/Upsell!
Customer!engagement!
Drive!&!track!marke2ng!and!sales!
!
!

22. !
!
New!B2B!SaaS!product!for!team!sports!
Emerging!market!opportunity!
Buyer!might!not!be!end!user!
Mul2ple!users!
!
!

23. Marketing Strategies & Tactics
Awareness! Leads! Conversion!
Build!Infrastructure!
Website&&&&&&&&&&&&Collateral&&&&&&&&&&&&&Social&Media&&&&&&&&&&&&Overview&&&Walkthrough&Videos&&&&&&&&&&&&CRM&Database&
Retain!
Maximize!Reseller!Channel&
Leverage!Exis2ng!Contacts&
Develop!Robust!SEM!&!Online!Marke2ng!Campaigns&
Leverage!Partners!&!Events&
Test!Direct!Mail&
Create!Appropriate!CRM!&!
Nurturing!Communica2ons&
Assure!HQ!
Customer!
Experience!
!
Create&Welcome&
Messages&&&
No7fica7ons&
Provide&Superior&
Customer&Support&
Drive!WOM!through!
Earned!&!Social!Media!&

24. Build Infrastructure
• Create&database&for&leads&within&Salesforce&(in&progress)&
– Develop&key&reports&for&tracking&volume,&status,&and&conversion&
– Establish&CRM&ini7a7ves&
• Nurturing&campaigns/trigger&communica7on&(details&covered&elsewhere&in&plan)&
• Sales&processes&and&7ming&

25. Proposed CRM & Nurturing Communications
AutoVresponder&to&lead&submission&highligh7ng&product&and&next&steps&
FollowVup&email&in&1V2&days&with&overview&video&
3&Feature&Emails&
• Insights&&&data&for&coaches&
• Exposure&players&want,&educa7on&they&need&(benefits&of&client)&
• Exclusive&matching&algorithm&provides&rightVfit&school&
Invita7on&for&appointment&based&on&revisit&
Monthly&NewsleSer&
Prospect&
Contact&
Strategy&
Calls&to&ac7on&can&be&based&on&lead&status.&

26. Assure High Quality Customer Experience
• Ensure&inVapp&orienta7on&is&strong&
– Include&walkthrough&videos&
– Add&useful&toolV7ps&
• Leverage&welcome&campaign&for&all&user&types&
• Add&buyer/primary&users&to&monthly&newsleSer&
• Create&strong&customer&support&
– Online&FAQ&and&resource&center&
– Tech&support&via&phone&and&chat&

27. Proposed Welcome Campaign & Reminders for
Coaches and Athletes
Club!Welcome!
Day&1:&SebngVup&
your&team&
Day&3:&Coach’s&
dashboard&
Day&4V5:&Player&
dashboard&
Coach!Welcome!
Wk&1:&Understanding&
the&Dashboard/Your&
Role&
Wk&2:&Ra7ng&your&
players/match&
algorithm&
Wk&3:&Recommending&
colleges&
Wk&4:&Reaching&out&to&
college&coaches&
Wk&5:&Helping&your&
players&get&help&&&&&&
(Exis7ng&Ed&Tools)&
Coach!Reminders/
No2fica2ons!
Player!Welcome!
Wk&1:&What&makes&a&
good&profile?&
Wk&2:&Crea7ng&your&
target&list&
Wk&3:&How&to&contact&
coaches&
Wk&4:&How&to&use&your&
club&coach&in&
recruitment&
Player!Reminders/
No2fica2ons!
Lack&of&logVin:&
Reminder&to&Club&to&
check&coach&ac7vity&
&
Lack&of&player&&&&&
logVins:&
Reminder&to&coach&
to&check&player&
ac7vity&
&
SetVup&profile&if&not&
completed&in&2&wks.&
&
ReachVout&to&coaches&
if&not&completed&in&
3V4&wks.&
&
How&to&followVup&
with&college&coaches&
1V2&days&aier&email&
sent.&
&
How&to&respond&to&
coaches&aier&coach&
view,&follow&or&email.&

28. Proposed Welcome Campaign & Reminders for
Coaches and Athletes
Club!Welcome!
Day&1:&SebngVup&
your&team&
Day&3:&Coach’s&
dashboard&
Day&4V5:&Player&
dashboard&
Coach!Welcome!
Wk&1:&Understanding&
the&Dashboard/Your&
Role&
Wk&2:&Ra7ng&your&
players/match&
algorithm&
Wk&3:&Recommending&
colleges&
Wk&4:&Reaching&out&to&
college&coaches&
Wk&5:&Helping&your&
players&get&help&&&&&&
(Exis7ng&Ed&Tools)&
Coach!Reminders/
No2fica2ons!
Player!Welcome!
Wk&1:&What&makes&a&
good&profile?&
Wk&2:&Crea7ng&your&
target&list&
Wk&3:&How&to&contact&
coaches&
Wk&4:&How&to&use&your&
club&coach&in&
recruitment&
Player!Reminders/
No2fica2ons!
Lack&of&logVin:&
Reminder&to&Club&to&
check&coach&ac7vity&
&
Lack&of&player&&&&&
logVins:&
Reminder&to&coach&
to&check&player&
ac7vity&
&
SetVup&profile&if&not&
completed&in&2&wks.&
&
ReachVout&to&coaches&
if&not&completed&in&
3V4&wks.&
&
How&to&followVup&
with&college&coaches&
1V2&days&aier&email&
sent.&
&
How&to&respond&to&
coaches&aier&coach&
view,&follow&or&email.&
Educa2onal!approach!
Customer!service!orienta2on!
Usage[based!triggers!
Encourage!usage!
Drive!early!sa2sfac2on!–!and!long[term!reten2on!

29. #
“Customer)engagement)is)what)markeBng)and)sales)
have)always)been)built)on.)Now)there)are)just)new)tools)
for)acBvaBon.”)
–)Debby)Hecht)