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Customer Relationship Management. CRM- Practical Applications. Southern Institute Conference May 23, 2013; 10:15 – 11:45 a.m. CRM - Definition.

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Customer relationship management

Customer Relationship Management

CRM- Practical Applications

Southern Institute Conference

May 23, 2013; 10:15 – 11:45 a.m.


Customer relationship management

CRM - Definition

Is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service and technical support.


How is your united way using crm

Current State

(5) Full Integration

(4) Partial Integration

(3) Modest Integration

(2) Purchased

(1) Purchased What?

How is your United Way Using CRM?


Customer relationship management

Turn To Partner

Introduce Self

How is CRM Useful

Success Stories to Date

Questions


Customer relationship management

Report Out

  • What Did We Learn:

  • How is CRM Useful

  • Success Stories to Date

  • Questions


Customer relationship management

CRM Practical

  • Listen

  • Alignment

  • Connect

  • Evaluate


Customer relationship management

Case Study #1

  • Company 503:

  • 1000 Employees

  • Based in Your Community

  • Employees 8 Hours/Year Community Service

  • Financial Literacy Focus

  • Founder of Company was Involved with United Way… 10 Years Ago


Customer relationship management

Case Study #2

  • Company 612:

  • 25 Employees

  • Based in Your Community

  • Employees 8 Hours/Month Community Service

  • Environmental Focus

  • Company CEO on United Way Board


Customer relationship management

Case Study #3

  • Company 002:

  • 500 Employees in Your Footprint

  • Corporate Office in Another Community

  • Early Grade Learning Focus

  • District Manager is Chamber Board Chair

  • Participates in the Loaned Executive Program


Customer relationship management

Case Study #4

  • Company 983:

  • 60 Employees in Your Footprint

  • Corporate Office in Another Community

  • Wellness Focus

  • District Manager is Expressed Interests in Partnership Opportunity

  • Employees Have Active Fitness Program


Customer relationship management

Case Study #5

  • Company 790:

  • 5,000 Employees in Your Footprint

  • Corporate Office Just Moved to Your Location

  • Basic Needs Focus

  • Corporate CEO/President New Hire

  • Employees Have Active Fitness Program


Customer relationship management

Case Study Exercise

  • 7 Diverse Roles

    • Corporate Leadership

    • Corporate Employee

    • United Way Employee – Campaign

    • United Way Employee – Impact

    • United Way Employee – Volunteer Center

    • United Way Employee – Public Policy – advocates for community based issues with elected officials

    • United Way - IT


Customer relationship management

CRM Case Study Exercise

  • Exercise Overview

  • Role Play The Scenario - 5 minutes

  • Group Plan – 10 minutes

  • Assess – 10 minutes

    • Full Integration

    • Success Factors


Customer relationship management

Lessons Learned

  • What Were Your Take A-ways

  • Skills/Approach You Can Incorporate at Your United Way


Customer relationship management

Key Examples

Amway – One by One Campaign

Century A&E – Reading Corner

Wolverine Worldwide – Get Fit

UWW – “Read Learn Succeed”


Customer relationship management

Key Examples

Amway Corporation

“One by One Campaign for Children”


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http://www.youtube.com/watch?feature=player_embedded&v=Gy-zaGqSns8

The Amway One by One Campaign for Children is a movement that spans 10 years and has helped 10 million children. Amway and its millions of distributors and employees around the world identify the most pressing issues, then find meaningful ways to help and mobilize others. Amway One by One projects and stories are as unique as the company itself.


Customer relationship management

Grand Rapids, Michigan, USA - In 1989, Amway responded to a challenge to “adopt” an inner-city school near Grand Rapids, Michigan, near its headquarters. The idea was to focus the company’s resources on a small population, and bring generosity and volunteerism to scale. The Amway commitment outlasted the adoption program, and years later, Amway employees are still increasing their commitment to the public schools. From tutoring … to book drives … to pen pals … to field days … to career days … to anti-bullying training … to Junior Achievement instruction … Amway employees are involved in big and small ways. They even lend their expertise in the area of entrepreneurship through a special partnership with the Ottawa Hills High – School of Business, Leadership & Entrepreneurship, which means Amway has a continuum of support, from kindergarten to graduation.

Through Amway, its employees and distributors, the Amway One by One Campaign for Children is making a difference, one child at a time.


Customer relationship management

Key Examples

Century A&E – Reading Corner


Customer relationship management

Key Examples

Wolverine Worldwide – Get Fit

UWW – “Read Learn Succeed”


Customer relationship management

Wolverine Worldwide

Co-Branding with Wolverine Worldwide

Merrell Brands

Get Active!

Born Learning Refreshed



Customer relationship management

Maureen Noe

President/CEO

Heart of West Michigan United Way

mnoe@hwmuw.org

Land: (616) 752-8620

Cell: (513) 607-2020