1. The group discussed developing a session for the 2019 conference focused on customer relationship management (CRM) best practices. 2. Options proposed for the session included case studies from companies using CRM software like Salesforce and Microsoft Dynamics, and presentations from smaller companies that integrate with existing systems. 3. Members agreed to further discuss the session format and identify potential presenters, including champions from companies like BNSF that could share real-world examples of successful CRM implementations.

1. CRM peergroup – 7.31.18 notes
KevinCaughman,ArrowElectronics
DavidChurch,Leggett& Platt
Paul Cubby,YusenLogistics(Americas)
Mark Manuel,CN Railway
JudyWhipple,PhD,MSU
AmyThorn, DBMA
Amy – Thankyou forthe summaryandtakeawaysfromyourdiscussionson-site.We hada call earliertodaywiththe
inventorypeergroup.They’ve come upwitharesearchprojectthey’dlike todo. Asa goal for today’sdiscussion,how
couldwe shape the burningissuesintoasessionfornextyear’sprogramandwhat wouldthatlooklike?Inventoryis
offeringupvisibilitytoolsthattheyare currentlyusing.We’re goingtotapsome of our solutionproviderswithinthe
SCLA to combine thatintoa session. Score cardingmightbe a goodone to benchmark.Customersurveysare great.I’m
surveyedoutmyself currently.Integrationacrossenterpriseisahot topic.
Judy – The questiononthe surveywasmore for managingtheirCRMprogram.Salesforce hasaway to survey
customers.Some were notusingthe software package todocustomersurveys.
Kevin– The frequencyandhowyouuse themare key.We don’tdo a lot of surveys. One ortwo questionsratherthan
somethingdrawnoutandlongis better.
Judy – Isthe goal of the conversationtokeepdiscussiongoingthroughoutthe year?Oristhe goal for thispeergroupto
offera sessionforthe 2019 conference?
Amy – We want to keepthe conversationgoing. That’ssomethingwe’vealwayswanted.We are alsoworkingto
innovate the programming. SCLA isanexcellentopportunityforbenchmarking. The goal isforthisgroupto come up
witha sessionsothatthere is somethingtangible thatcomesoutof youron-site discussion –benchmarkaroundscore
carding,technologyprovideroverviews,etc.We have tobe customerrelationshipfocused. There isalotof reciprocity –
like labor.The shortage of laborand the war for talentandretentionisahuge challenge. It’sanissue manypeergroups
broughtforth. I wouldlike tosee the leadershipforthe sessioncome outof thispeergroupandbe part of the creative
process. Whicharea isthe most pressingandwhichcouldwe developbenchmarking,apanel discussion,case study,etc.
If not today,soon,let’scome upwiththe one topicthat youwant tofocus on.Thenwe’ll worryaboutthe how. In an
ideal world,whatdoyouwant to see presented?Doyouhave an expertise toshare?Are youcollaboratingwith
someone andit’sgoingwell?
Judy – Amytouchedonthe takeaways. Issomethingmore importantthanothers?
Summaryof TakeawaysandFuture Opportunities
1. Integration across the enterprise to utilize CRMinformation for strategically and effectively
2. Using customer surveys more effectively to drive continuous improvement
3. Score carding customers to segment customer base to understand it better and to identify risks and
mitigate fines
4. Using customer scorecards/segments to determine customer profitability
5. Customer empowerment (e.g., self service)
Mark – The lastpoint(empowerment),we have thatatCN butit’snot where itneedstobe. That was a takeaway Iheard
fromothersas well. It’snice topushsome of the workto the customerside.Thatwouldbe interestingforme.
Kevin– The firstpointon Salesforce,alotof ususe it.We’ve hadconversationswithSalesforce since abouthowtomake
it a largerpart of our organization. Doesitmake sense tohave someonefromSalesforce demo?Oranotherthirdparty
to addresscustomerfeedbackandCRM?
Judy – IsSalesforce amemberof the SCLA?

2. Amy – Nobut we have a category of membershipcallededucational resource memberandthey’dbe agreat fitas long
as it’ssomethingthatwill providevalue tothe attendees.
Judy – We have to make sure itis educational ratherthanovertselling.
Kevin– It shouldfocusmore onpossibilitiesthatwe are unaware of.
Judy – It’dbe nice to bringin one of theircompetitors.
Paul – MicrosoftDynamics
Amy - There couldbe anothercomponent. We couldinvite themintopresent.We couldschedulesome one onone
time overthe labtime rather thanincorporatingthemintoasession.It’sanopportunitytovetcompaniesinanarea you
needthemtoleaninon – optin for discussion. Itcouldbringalotof value.
Kevin– Salesforce isabigcompany.MicrosoftDynamicssayno more. There are otherthirdpartiestohelpyougather
the data throughyour currenttools.Theytap intoyourcurrent infrastructure andmine some of the datayou already
have.I thinkthere’sacompanycalled Medallia we’ve talkedtoa few times.They buildsomethingwithinyourcurrent
infrastructure andprovidesreal-time feedback. It’snota huge companyor a fast solution.I’ll take the actionof doing
more researchto make sure I have the company right.Mary Bethmightbe aware of the companyas well. WhenIsaw
the solutionIthoughtitwas prettygood.
Judy – Anotherthought wouldbe anopenoffice hoursapproachtosetup meetings. It’dbe interestingtosee the three
presentasolutiontheyputtogetherwithone of the SCLA members(case studies –Salesforce,MicrosoftDynamicsand
Medallia or othersmallerthirdparty).
Mark – Ben fromBNSFwas a championfromthe Salesforce side.Iwonderif there wouldbe value inextendingan
invitationtoasuperchampioncolleague tobe aninformationtool forthe group.It mightbe a more realisticapproach.
The big companieswill sell.It’sanatural approach for them.Theycouldshare a real life example.
Judy – Soit wouldbe someone fromBNSFratherthanSalesforce presentingthe case study.
Mark – I don’tknow if it wouldbe helpful tothe groupat large.
Amy – Let’sworkto get Benon the nextcall.
Paul – CSXis a biguserof Dynamics.We’re justbeginningtouse it. You couldbringina reseller.There’salotof
technologyoutthere.Share Pointisanother. Ipresentedtechnologytoagroup inJapan recently.We are changingour
entire salesprocesstomatchour CRM. We’re usingtechnologytodrive oursalesprocess.I’mall forbringingin
somebodytolearnaboutthe toolsthat are outthere.I learnedalot from the peergroup.There’ssomuchout there.
How to getour arms aroundit?
Judy – I wonderif there issomeone thatservesasanexpertinall of them.
Paul – There are resellersbutIdon’tknowwhotheyare.
Amy – Asour academic,isthere a way that youcan thinkof to bring thisforward?
Judy – I’ve workedmore onthe internal integrationsideforcustomersegmentation. WhatI’mhearingfromthe group
and whatwe heard inthe session,there issomuchtechnologyoutthere andpeople are strugglingwithhowtofigure
out whatis possible andhowtoimplementit? How doyouorientyourprocessto match the technology? A surveymight
not helpbecause people mightnotknowwhatisoutthere yet.Fromwhat I’mhearing,have someone like Benora

3. superchampiontalkaboutwhat they’ve done. Orhostoffice hourswithprovidersorapanel discussion.Describe acase.
Describe bestpracticesforcompaniesusingyoursoftware.We canlimitthe time soit’snotovertselling.Thenprovide
an optionforone on one meetingsafterif interested.
I like that.
Amy – Good conversation. Let’sscheduleournextcall. Youhave come up withsome goodmarchingorders.We’ll focus
on bringinginsome outside companies,presentingcase studies(internal champions), how isthe tool successful and
howit ishelping?BNSFandCSX. Let’snotoverlooksome of the smallercompanies. Forthose of youon the phone,what
isa takeawaythatyouwouldofferup? Judy,please putsomethingdownonpaper.We’ll sendthe notesto yousothat
youare able to reviewthe richnessof the conversation.
Judy – I’ve beentakingnotesaswell. Icansuggesta few approachesfora session. Thenwe’llsendthattothe full group
to rank or indicate whichtheyare mostinterestedin. Basedupontheirfeedbackwe canreachout to people withinthe
SCLA to identifyasuperchampiontoshare theirstory.
All – Agree
Judy – I teachin the morningbutcan be available inthe afternoon –5th
or 7th
Amy – Judy,please turnaroundthe optionsforsessionsforthe grouptoreview priortothe call. Sometimesthe
summaryisnice for those whowere unable tojointoday.
Judy – If we have a consensusonthe format,the Septembermeetingcouldfocusongettingthe playersintoplace.
I’dsuggestwe block60 minutesratherthan30 minutes.
Judy – We’ll continue todiscusswaystokeepthe conversationgoingandhow to offerup a sessionforthe 2019
conference thatwill presentonone of the five keypoints.We’lldigintobestpracticesthatcompanieshave usedwith
differentsoftware like Salesforce,MicrosoftDynamicsandothersmallercompaniesthatcan tap intoyourcurrent
infrastructure withoutthe large investment.We’re goingtoprovide informationonwhatisout there andwhatis
available.
Amy – Dave,thinkaboutwhatyou’re doingat L&P. How are youhandlingCRM? Isthere a companythatyou’ve
partneredwiththathas workedwell?Canyouofferupacase study?Are you searchingandlookingata fewproviders?
Woulda one on one withtheminan objective settingbe valuable?
Dave – We are highly diversified andtake manyapproacheswithinourcompany.I’ll dosome surveysof ourbusiness
unitsto be able to answersome of those questions.
Amy – Judy’ssummarywill be helpful. Thenwe’ll focusonthe how. Eachpeergroup will have apodwithinthe lab
correspondingtothe problemthatwastop of mindfor that peergroup.We’ll offerupsolutionstothe problems
discussedtoenable crosslearning,benchmarking,etc.We’llreconvene inSeptember.Thinkabouthow youcan
contribute toshape the session.
Nextconference call:Friday, September7th
at 11:00 AM Eastern