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Leverage Email & CRM to Cultivate IU Customer Experience & Engagement

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Leverage Email & CRM to Cultivate IU Customer Experience & Engagement

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  1. Leverage Email & CRM to Cultivate IU Customer Experience & Engagement Is your e-strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers? June 4, 2013 Kathleen L Gerdink Lifetime Engagement Service Center

  2. A partnership of IU Communications and University Information Technology Services (UITS) to serve university users of CRM and e-marketing. Lifetime engagement service center

  3. Lifetime Engagement Service Center • Support clients • CRM adoptions • Integrated e-marketing • Best practices & university policy • Constituency lists, data crmsc@iu.edu

  4. Building on 2011 and this year’s 2013 conference, best-in-class Objectives

  5. Marketing Conference 2011 • Branding • Unique value • Tell a story • The NOW Revolution • Faster & integrated • Measure • “Emphasize Response-ability” • Improving Marketing Effectiveness &Efficiency at IU • “learning organization”

  6. Marketing Conference 2013 Advancing our Brand… • Student degree completions • IU Online • Student experience • Analytics • Social media • Media relations • Mobile

  7. Today’s conversation Goal: leverage CRM and e-communications/email tools to _______ customer experience & engagement • Trends • IU Tools: supporting e-marketing • Discussion & Wrap-up • Email & campaign use cases • Recap crm email linch pin : axle; central cohesive element

  8. Establish baselines and vocabulary for common understanding definitions

  9. definitions • CRM • CRM is Customer or Constituent Relationship Management. It is a business process for growing and retaining clients. CRM often refers to the IT system that supports client development. • “Customer” • Anyone who is a constituent, student, partner, alumnus, donor, employee, volunteer, admissions-candidate, parent-of-student, governmental contact, media contact, general public of the Indiana University • Content marketing • It is about sharing information, rather than pitching products. Great content engages customers at every stage of lifecycle • Event-driven marketing • evolving to mean knowing about behavior, past and present, and applying that knowledge in a way that influences customers. • Drip or nurture marketing • Marketing with persistence, consistency, reciprocity, rapport, and ethics. A communication strategy that sends, or "drips," a messages to customers /prospects over time; messages are dripped in a series applicable to a specific behavior or status • Customer experience • sum of ALL experiences a customer has with IU thru people, experiences, events, email, social, direct mail, advertising, public relations, news & media, word-of-mouth,, over the duration of their relationship with IU • Lifetime Engagement • a strategic approach to relationship management which aspires to achieve a “cradle to endowment” approach for prospecting, engaging and retaining constituents of the institution in more meaningful ways to build and strengthen a lifelong association.

  10. Being a “learning organization” means learning from the past, but moving forward The past is prologue

  11. Changing marketing models <Relationships> <Applications > <Data> <BI> <Customer-actions>

  12. E-marketing Email replacing print for $$, volume

  13. Growth of E-marketing • Websites & SEO, banners, adwords • Broadcast emails • Multiple email clients, browsers & platforms • Growth (and failures) of CRMs & ERPs • IM & SMS growth • E-marketing replacing telemarketing & Print (cost effectiveness, reach) • Mobile devices & wireless networking • Heightened expectations of consumers, patrons • More tech-savvy, mobile, experienced web-search & e-commerce

  14. Growth of Email Marketing • 1980s: early days of email • 1990’s: Hotmail, e-commerce • 2000’s: mobile

  15. Email use @Work - Average time/day in tools, Email B2C - Online offers consumers expect from brands via email Source: Osterman Research, http://www.ostermanresearch.com/freeresearch/rsch_0180.pdf

  16. Growth of Mobile See: Nielsen, “The mobile consumer: a global snapshot, February 2013”

  17. Email clients & opens Source: litmus.com, 2012-13 email opens & clients

  18. IU Email trends • Volume of sends rising exponentially • Volume forecasted to only grow • Multiple platforms for distribution • Email replacing print & direct mail • Mobile • Non-marketing staff distributing broadcast communications

  19. CRM Advancements in technology….challenges to big data, decision-support

  20. Evolution of CRM http://prezi.com/iwy9xdtkjtxc/history-of-crm/?auth_key=ab92e192454fe4c7e1337ac6e955bc30d3e3871c&kw=view-iwy9xdtkjtxc&rc=ref-20879571

  21. Evolution of CRM: higher-ed • Mature SIS • Growth in Alumni and Advancement • Discussing “Customers for Life” since 2004 • Extending to entire university & customer lifecycle

  22. Evolution of CRM: higher-ed success stories/CRM plans • Cabrillo College, in Santa Cruz, CA • Extend data mining technology /CRM • Map alumni donations back to their educational experience • ID patterns for future development drives • University of California • Applications up 5%, but admissions down 6% • CRM to better access data, demographics, non-traditional admits • Recognition & practices to support the “university is a business”

  23. Evolution of CRM: higher-ed success stories/CRM plans • University of South Florida • Cracks & silos, data & business process • Integrated help desk, self-help knowledge-base, business and CRM systems • Improvements to Student Experience • University of Pennsylvania • Trouble with customer service • Integrate schools’ CRM solutions with ERP • Inquiry management

  24. Being a “learning organization” means learning from the past, but moving forward The future

  25. Summary of trends • Marketing investments changing • Growth in email use • BIG DATA • Increased e-marketing • Higher-ed marketing • Content marketing • Customer experience • Push vs. pull • Maintenance vs. growth • CRM • Email with Social • Integrated programs • Event-based marketing • BIG DATA, analytics • Clients looking for: • Authenticity • Expertise • Social media • ….mixed with traditional approaches

  26. Marketing Budgets Where the $$ are being spent

  27. Marketing investment trends • Mobile opens increased by 300% since 2010 • StrongMail Survey, 2013 spending projections • 89% - 2013 marketing $$ - no change • 56% to grow email marketing budget, Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745

  28. Marketing investment trends organizations intent to increase spending in…. Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745

  29. Marketing investment trends …to integrate email with…. Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745

  30. Growth in email marketing Email ≠ RIP

  31. E-communications use messaging • worldwide email accounts • 3.3 billion accounts in 2012 • Over 4.3 billion accounts by year-end 2016 • 14% in North America • Consumer email accounts- 75% of total • Majority of emails come from corporate • Expected increase 23% or 143 billion daily by 2016 • SPAM accounts for > 15% Source: http://www.radicati.com/wp/wp-content/uploads/2012/04/Email-Statistics-Report-2012-2016-Executive-Summary.pdf

  32. E-communications use mobile • Stats: • Worldwide mobile users: 730 million - 2012 • Industry says anywhere from 27-41% of emails opened on mobile (multiple sources, 2012-13) • >30% of organizations do NOT have email optimized for mobile • Nearly 40% of organizations only offer “basic” features for email optimization on mobile • Trends: • Mobile and email opens will only grow • Very few users open email on multiple devices- won’t re-read/get second chance It’s not just about creating an email which is easy to read on a mobile, you need to make it easy for recipients to act upon the email.

  33. E-Marketing Trends Where are we going with e-marketing?

  34. Marketing Trends: Future • Improvements to content management • Event-based marketing- key to engagement • Integrate social media & email (reposts) • Optimize BIG DATA KSI’s • Who marries content strategy & customer intelligence? • Conversions • Information overload • Non-segmentation • Don’t know audience/interests • Harder, takes more time • Opportunity costs • ROI Challenges

  35. Know your customers & campaign results • See also: 4 Barriers Stand Between You and Big Data Insight • IU: Business Intelligence at Indiana University, Lifetime Communication – Constituent Relationship Management (CRM) • Quantity vs. Quality? • More data or actionable intelligence? • Survey: 68% wanted big data and BI for 2013 • 81% want graphics • What data, how much & why? • Key business drivers • Use IT, tools

  36. BIG DATA • Predictive modeling • Data & trend analysis • A methodology to use data to inform decision-making • CRM & BI • How do we get customers? Keep them? • Collaboration- marketing, business and IT CIO Magazine Caveat emptor - Beware “cherry-picking” data points and what they mean

  37. Push vs. Pull Marketing • Email • CRM • Social Media • Website

  38. Content Marketing • What do customers want (“pull”) vs. what we want to tell them (“push”) • Track “events” not just clients • Subscription and preference management • Analytics to improve content “Content is king.” – Bill Gates

  39. “The customer understanding discipline is a set of practices that create a consistent shared understanding of who customers are, what they want and need, and how they perceive the interactions they're having with your company today.” The 6 Disciplines Behind Consistently Great Customer Experiences • Fastcompany.com • Aug 28, 2012 • Strategy • Customer understanding • Design • Measurement • Governance • Culture

  40. Customer Experience integrating social and email • Givers gain • give first before asking for value in return • Content feedback loop • Social media for outreach, email for push-reminder • Auto-responders • Email auto-replies with social media links, likes • Use social to promote email • co-messaging & cross-messaging • use social to solicit subscriber opt-in’s • create a Facebook app • Tracking Download What Counts whitepaper: “18 ways to integrate social media and email marketing”, authored by Christopher Penn, professor of Advanced Social Media at University of San Francisco, and member Congressional Advisory Committee on Student Financial Aid

  41. Customer Experience integrating social and email WIIFM what’s in it for me RTTV relevant, timely, targeted & valuable

  42. Customer experience Monitor social media (virtual) suggestion box-internals Feedback mechanisms Analytics CRM

  43. Customer Experience & CRM CRM ≠ Customer Experience CRM = “inside-out” Customer Experience = “outside-in” CRM provides customer intelligence What you DO with the data can lead to GREAT customer experience http://www.genesyslab.com/blogs/authors/mark-stanley/2013/crm-and-customer-experience.aspx

  44. Customer Relationship & CRM • Customer relationships = Trust • ≠ data • “Relationships are reciprocal” • Challenge: • CRM can turn people into data and relationships into ROE • Relationships (C “R” M) are between people • “Thought marketing” • Put the customer 1st • What value will you bring customer • Use the data for good

  45. Why customer experience matters • Quality of lead generation • Ability to nurture prospects, customers (in cross selling) and donors towards closure • Relevancy to a "customer of one" • Increased conversion rates

  46. Marketing 2020 • marketing, channel and technology agnostic • new marketing teams • not only IT & Marketing • sociologists, scientists • from “selling to serving” • end of mass marketing ?? • nurture-marketing & CE • Analytics & ROI • Marketing outspends IT • BIG DATA (and how we use it) as competitive differentiator • Market defines the message, i.e. “Crowdsourcing”

  47. An investment in best-in-class and university solutions to increase engagement and improve customer experience to support future trends Iu communication tools

  48. Branding, Tools & Services Branding • http://brand.iu.edu/ • Email, social & web templates • Print, video, logo Online requests, services • http://communications.iu.edu • See “Capabilities” and “Resources” pages

  49. E-campaigns IU tools to support Marketing plans, IU Comm Client Services, marcomm staff CRM, analytics, LE-SC IU Communications, marcomm staff, all print services & e-tools IU Communications Editorial Marcomm staff (how to define ROI) WCMS, social, email, PR Litmus, Marcomm staff Marcomm staff CRM, What Counts, WCMS, Social, mobile, Vocus Analytics: What Counts, CRM, Google Analytics, Litmus, NextAnalytics, Social ● CRM value-add

  50. CRM Constituent Relationship Management