customer relationship management for economic development
DESCRIPTION
CRM in Economic DevelopmentTRANSCRIPT
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Presented at:NYSEDC Conference
January 22, 2014
Customer Relationship Management (CRM) for Economic Development
NYSERDA Case Study
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Outline
1.NYSERDA’s Economic Development Growth Extension (EDGE) Program
2.How CRM Helps the EDGE Program
3.How CRM Might Benefit Other EDOs
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EDGE Program: A Quick Overview
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What is EDGE?
NYSERDA’s statewide community outreach program:
• Focus on commercial, industrial, institutional energy users– Except very large key accounts
– Utilize EDO Partners
– Target regionally significant projects
• Improve community understanding of NYSERDA incentives
• Encourage energy efficiency / renewable energy investment
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EDGE Organization
• 10 Regions• 27 Regional Outreach Contractor staff (ROCs)• Most regions have 1-2 ROCs; NYC has 6• Promoting all NYSERDA funding opportunities (20+)
– Some Continuous– Others Temporary
• Managed by 5 NYSERDA staff, Program Support Services (Camoin)
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Results to Date
IndicatorCumulative Through
12/31/13
New Partners 510Projects Referred from Partners 948Public Outreach Events 334New Projects (Customer Actively Interested in NYSERDA Programs) 1,495
Projects Referred to a NYSERDA Program 1,199Applications Generated to NYSERDA 333
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How does CRM help the EDGE Program?
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EDGE User Categories
ROCs: data collection, contact management, project tracking– Highly mobile, traveling throughout regions– One license per individual
Camoin: administration, reporting– One administrator (desktop)
NYSERDA: assessing value of program– Four managers overseeing contractors– Access is for convenience, used ad hoc
IT Consultant: design, maintenance, coding– One license
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Why Salesforce for EDGE?
• Report accomplishments, activities to demonstrate program is worth investment
• Help ROCs work more effectively
– Database of account/contact/project info
– Track customer engagement
– Share information with each other
• Help program management understand what outreach strategies work
• Integrate communications, workflow
• Accessible from mobile devices
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User Interface - Home
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User Interface – Data Entry
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User Interface - Reporting
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User Interface – Reporting
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User Interface – Dashboards
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User Interface – Chatter
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Reporting – Program Performance
• Contractor performance– Partner Utilization (Referrals, Meetings/Events)– Closed Sales (Applications to NYSERDA)– Progress on Goals
• Most popular programs• Most useful partners• Most effective lead sources• Where more resources may be needed
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Reporting – Program Management
• Helps PMs understand activity in their territory• Important Projects, Partners• Planned Meetings, Events• Data tells us how the contractors are working,
whether approach is effective– Focus on right customers, partners– Avoid overlap with other outreach contractors’ key
accounts, activities.
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Reporting – ROC Self Monitoring
• Monthly “maintenance” reports to review and correct data
• Review accounts, contacts, projects in the pipeline
• Use dashboards for quick view of most important info
• Organize outreach into Campaigns to help track and evaluate efforts
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Information Sharing
• ROC Collaboration– ROCs can view account / contact / project info
entered by colleagues– Assign tasks / events to colleagues– Ask questions, post announcements in Chatter
• Program management– Post announcements, assignments, other info– Keep communications separate from email– Share files, links, polls
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How might you use CRM systems to enhance your
organization?
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Cost
• Setup: consultant and staff, also survey users• Ongoing: licenses on a per user basis– 501(c)(3) organizations have 10 free licenses, plus
a huge discount on additional licenses beyond 10– Some setups do not require a full license for all
types of interaction (i.e. chatter-only, customer portal, etc.)
• Staff Time: use, monitoring and reporting
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Lessons Learned
Measurement of ED outcomes requires integration with other units of NYSERDA – ROCs don’t have access to award information or data on final project impacts
Learning curve is short but steep – Partly due to level of complexity and customization.
For some organizations, training will be easier. – Need 30 days of continuous use for it to feel totally
natural. Part-time staff take longer to understand proper use.
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Lessons Learned
Need someone at organization to oversee the users and ensure uniform entry of information, fix any confusion. Also, someone who will use the reported information in a systematic way.
Need to understand how mobile/external apps interact, ensure they don’t skip required fields, etc.
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Other Uses for EDOs
Local Level
• Business retention and expansion campaigns• Entrepreneurship and start-up development
(larger urban)• Fundraising campaigns
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Other Uses for EDOs
Regional Level• REDC use for CFA applicant prospecting, data
collection and prioritization• Large EDO use to integrate outreach across multiple
assistance programs – e.g. small business technical assistance & low-interest loan
program & NYSERDA incentives & CFA round & Start-Up NY• Business attraction efforts where
Regional EDO owns the system, local IDAs tie into the regional system.
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Other Uses for EDOs
State Level
• ESDC has a couple of CRM initiatives underway. Could regional/local groups be participants and users?
• How about specific campaigns such as NYLovesBio?
