CRM and Engagement The promise and reality

1. CRM and EngagementThe promise and reality ASAE Reston Idea Swap August, 2013 Tom Lehman Lehman Associates, LLC Lehman Reports

2. Lehman Associates, LLC • Strategy Consulting and Research Firm • Technology strategy • Web / Internet / Social Media Strategy • Customer Satisfaction, Market & Member Research • The Lehman Reports™ industry research series • Associations and Supplier Companies • Founded 1992, Alexandria, VA

3. AMS Use and Satisfaction 2006-2013 • AMS International: CA, AU, UK 2010, 2013 • Association Technology Study 2011, 12, 13 • Donor Management Systems, NTEN, 2013 • New Snapshot survey series

4. Importance of CRMDiscussions of Engagement

5. CRM – Engagement Conversations • Hundreds of items on Collaborate • Several articles published in 2013 • DigitalNow, ASAE, other sessions • AMS companies: promotion, prospect sessions, roundtable discussions

6. CRM as AMS Decision Factor 2013 Lehman Reports AMS Study

7. The Promise of CRM • Greater knowledge / insight about members • Alignment between products and services, and member needs / expectations • In-depth understanding of trends, patterns, and variable interactions • Market segmentation and targeted services • Prediction and forecasting, anticipate needs and interests • Deeper engagement with members, constituents

8. The Promise of Engagement • Greater understanding of the dynamics of membership and participation • Retention, loyalty • Advocacy • Non-dues revenue • Relevance

9. Limiting FactorsCRM and Engagement • Data • Analytics • Measurement • CRM Capabilities • Expertise and Culture

10. CRM Big Data • 360 view of constituents, operations, marketing, advocacy • Deep data, multi-stream • A driver of integration to capture increasing levels of digital interactions • Critical for CRM and other functions, but not actionable in its raw form

11. Third-party Services Adoption Lehman Reports Association Technology, 2012

12. Analytics • Turn data into actionable intelligence • Multivariate, longitudinal • Underlying drivers, trends, patterns • Decision information • Advanced reporting, dashboards, decision systems

13. Advanced Reporting / BI Lehman Reports AMS, Association Technology, 2011-2012

14. Dashboards in Associations Use projected to double within 2 years Lehman Reports AMS, 2012

15. Challenging, Early Stage Big Data in Commercial Firms While fewer than half of those say they have sufficient resources to make use of it Only one quarter collecting the data required

16. Measuring Engagement • Scores from AMS, social media, other applications • In-house scoring / measurement scales • Separating meaningful indicators from a multitude of activities is challenging • Weighting activities • Topic at many associations, subset have begun the process • Fewer understand the commitment involved • Potential payoff is high, however

17. Measuring Engagement Types of measurement

18. CRM TechnologyCurrent stateFuture options

19. The Pure CRM Solution • Focusing on CRM as the critical function • Advocate a move to CRM to gain these capabilities, implies dissatisfaction with current capabilities • Options • AMS with CRM • CRM solutions alone • CRM solutions with AMS capabilities

20. Current CRM Satisfaction 2013 Lehman Reports AMS Study

21. CRM Options 2013 Lehman Reports AMS Study

22. ExpertiseCultureCommitment

23. Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA 703-373-7550 Tom@LehmanConsulting.com www.LehmanConsulting.com www.lehmanreports.com