CRM STRATEGY. CRM Strategy Summary, May 2013

Transcription

1 CRM STRATEGY CRM Strategy Summary, May 2013

2 WHAT IS CRM? Customer Relationship Management is a culture, and concerted activity over a long period of time, that enables organisations to heighten the experience their customers enjoy. A CRM strategy is essential in order to achieve our strategic objectives to: Strengthen our relationship with our customer base Heighten customer satisfaction Grow participation, revenue and visibility

3 OBJECTIVE - BUSINESS

4 OBJECTIVE ORGANISATIONAL BEHAVIOUR

5 PROCESS

6 OUR UNIVERSE

7 OUR UNIVERSE

8 RESEARCH

9 FINDINGS - PARTICIPANTS

10 FINDINGS - DELIVERERS

11 FINDINGS - FOLLOWERS

12 CRM PLAN 1. Direct participation relationships 2. Monetisation 3. Data Management 4. Insight 5. Contact Plan 6. Content

13 OUR CUSTOMER SEGMENTS

14 PEN PORTRAITS

15 OBJECTIVE 1 Build direct relationships with Strongly Attached and Attached Participants Agree a process for sharing data with Fixtures Live and identify ways to enhance the player experience. Increase touch points with players by increasing England Hockey presence in relevant places eg club/league websites /app for all things hockey Develop a consistent data capture and sign up process at all touch points including requesting player data at source eg. affiliation, EH competition entry Rush Hockey/Back to Hockey - incentivise individuals to share their data with competitions and offers, engage and improve process for activators/coaches Promote exciting and rewarding opportunities to become deliverers (e.g. Volunteer and get closer to the action, help to promote our sport, help future generations)

16 OBJECTIVE 2 Retain the Strongly Attached and monetize these groups Develop a Coaches membership with engaging content to generate direct income and secondary spend Develop an Umpires membership with engaging content to generate direct income and secondary spend Expand our retail operation growing our product lines, increasing marketing activity, invest in SEO and possibly taking more risk on stock Grow our major match programme increasing opportunities to buy tickets to England Hockey matches

17 OBJECTIVE 3 Grow, integrate and effectively manage the organisation's data Build data warehouse which integrates databases to give a single customer view Append each customer record with customer segment(s) Invest annually in improving quality of customer data Single log in for all things England Hockey Run non-hockey competitions and incentives to capture consider data

18 OBJECTIVE 4 Run an annual, structured insight programme to shape decision making Run an annual customer satisfaction survey Create satisfaction and engagement measures and assess at least every quarter Consistently deliver post experience surveys - after major matches, Back to Hockey programme, coaching/umpires courses etc Set up bi-annual focus groups for participants, deliverers and followers Introduce a monthly social media survey

19 OBJECTIVE 5 Deliver a targeted annual contact management plan across relevant media for each segment Maintain our onus on social and digital media as the key, cost-effective channel of communication Streamline processes and communications for significantly attached deliverers Bi-annual postal mail-out to segments with older age profile including growing magazine subs Direct all considerers to the Hockey Nation website and ensure the site is effective with up to date content Invest in Search Engine Optimisation for the Hockey Nation website

20 OBJECTIVE 6 Generate a greater volume of engaging, relevant content that inspires customers More relevant, less internationally focussed hockey content for participants - In The D; hockey app; coaching opps; kit offers Continue our investment in PR and run non-hockey incentives to engage considerers Continue to raise the profile of elite hockey by investing in TV, hero creation and content that makes elite hockey exciting, particularly for families Invest more in quality video content for all three segments, event promotion, skills videos and hints and tips for deliverers. Provide club administrators with guidance, support marketing collateral to help attract new members Increase the content on what England Hockey does in the community and produce more useful, relevant aids for clubs to heighten England Hockey standing

21 OUTCOMES 1. 70,000 participant records engaged by Total income growth in line with 2017 target ,000 accurate records by Consistent programme of research activity 5. Annual communications planner set up 6. Improvements in engagement through relevant and exciting content

22 NEXT STEPS 1. Roll out the CRM strategy across the organisation engaging key stakeholders. This will be embedded through a presentation, workshops and the ongoing communication of best practice and new initiatives. The way we work will become more integrated, more efficient and will be working smart with greater insight. 2. The CRM strategy will be a key area of consideration in our 2013/14 planning and budgeting 3. Initial tasks these will be achieved this year and will include the following