TERENA CRM Workshop: February 6, 2013 Mike LaHaye Director, Technical Services, Internet2 Ryan Bass Manager, Marke ng, Internet2 Equivalent value exchange: Internet2 CRM and Member Sa sfac on
Equivalent value exchange: Internet2 CRM and Member Sa sfac on Contents Marke ng at Internet2 Inaugural Member Sa sfac on Survey Long- Term Goals of CRM implementa on CRM System Implementa on 2 2/5/13, 2012 Internet2
What is Marke ng for Internet2? The ac vity, set of ins tu ons, and processes for crea ng, communica ng, delivering, and exchanging offerings that have high value for customers, clients, partners, and society at large. Source: American Marke ng Associa on (AMA) A framework for equivalent value exchange Pla orm for a mutual deep, sustained rela onship Internet2 aims to develop rela onships like people do Common language Share a common set of values Trust, integrity, and dependability Mutual understanding Consistent Action 3 2012 Internet2
Dimensions For Depth of Rela onships Member Engagement Cycle Unaware Deepening Relationship Aware Considering Evaluating Initial Engagement Participate / Loyalty Advocate
Internet2 Member Sa sfac on Survey Inaugural Member Sa sfac on Survey Deployed: November 2012 annually therea er Architecture: Highly repeatable, analysis & repor ng Organiza onal Member Targets: Universi es, Regional & State Networks, Industry and Affiliates, Sponsored Educa on Group Par cipants (SEGPs), Community Anchor Ins tu ons (CAIs), InCommon Par cipants Professional Targets: Informa on & Communica ons Technology (ICT) Execu ves & Professionals, Univ. Execu ves, Administrators, Educators, Scien sts & Researchers Goal: Con nuous improvement of member experience 5 2012 Internet2
Internet2 Member Sa sfac on Survey Measures Of Sa sfac on for Internet2: Overall Membership Value Leadership for R&E Community Member Services Global Programs Network Services NET+ Services Iden ty Services (InCommon) Mee ngs, workshops, & convening opportuni es Industry par cipa on / Sponsorship Program 6 2012 Internet2
Internet2 Member Sa sfac on Survey Status: Respondent Recrui ng Challenges Analysis Repor ng Findings 7 2012 Internet2
Long- Term Marke ng Goals of CRM Create Effec ve Member Segments (Personas) Provide Resonant 1:1 Communica ons Measure Effec veness (Analy cs) Iden fy New Opportuni es to Meet Needs Real- Time Dashboard Measuring Value Exchange Effec veness 8 2/5/13, 2012 Internet2
CRM @ Internet2 Where we ve been imis Associa on management system Locally hosted MS Windows based Client / Server MS SQL Read only from web 9 2012 Internet2
CRM @ Internet2 Where we re going Salesforce.com Sales and service - so ware as a service Cloud hosted Web based Extensible AppExchange 10 2012 Internet2
Salesforce.com CRM Customer Community Rela onship Management 11 2012 Internet2
Community People and Organiza ons Local - State US Global Universi es Hospitals Libraries Museums Theaters Researchers Collaborators Campus Region Na onal Interna onal 12 2012 Internet2
Rela onship People to Organiza ons Members and Non- Members Presidents CIOs CTOs Students Faculty Staff Alumni Service par cipants Boards and Councils Working groups Collaborators Sponsors Virtual Organiza ons 13 2012 Internet2
Management Shared founda on of People (Contact) and Organiza ons (Accounts) Rela onship manager assigned to each Organiza on Distributed crea on of accounts, contacts, engagements, and ac vi es 14 2012 Internet2
Implementa on Goals Deploy a CRM system designed for a global community Design a system for managing complex rela onships Improve ability to facilitate and record community engagements Standardize accoun ng, billing, intake, provisioning, and delivery across all services Centralize and enhance communica ons, marke ng, support Decentralize systems management for programs and ini a ves Personalize the web environment and self- service applica ons Increase member value through improved efficiency and effec veness 15 2012 Internet2
Challenges Customizing a Sales and Service tool for an associa on or membership organiza on Developing and defining common business processes Modeling and maintaining complex roles and rela onships Shibboleth, Federa on, and Single Signon with Saleforce 16 2012 Internet2
Recommenda ons Establish an execu ve steering team and a staff lead team Decentralize data crea on and maintenance Focus on excep ons to standard prac ces, not standard prac ces Define single authorita ve data sources and data stewards Leverage screen me with the community to maintain data Expose the data on the web, billing, and annual reports Ask staff to describe the kind of reports they would like to have today or tomorrow. Use responses to define data requirements and collec on/management processes 17 2012 Internet2
QUESTIONS? Mike LaHaye mjl@internet2.edu Ryan Bass bassr@internet2.edu Thank you! For more informa on, please visit www.internet2.edu 18 2/5/13, 2012 Internet2