Equivalent  value  exchange:  Internet2  CRM  and  Member  Sa�sfac�on  

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  

2  –  2/5/13,  ©  2012  Internet2  

  Marke�ng  at  Internet2    Inaugural  Member  Sa�sfac�on  Survey    Long-­‐Term  Goals  of  CRM  implementa�on    CRM  System  Implementa�on  

Contents  

  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

What  is  “Marke�ng”  for  Internet2?  

3  –  ©  2012  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)  

       

Considering

Member Engagement Cycle

Unaware

Aware

Initial Engagement

Participate / Loyalty

Advocate

Dimensions  For  Depth  of  Rela�onships  

Evaluating

Dee

peni

ng R

elat

ions

hip

  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  

Internet2  Member  Sa�sfac�on  Survey  

  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  

Long-­‐Term  Marke�ng  Goals  of  CRM  

  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’ve  been  

  Salesforce.com    Sales  and  service  -­‐  so�ware  as  a  service  

  Cloud  hosted  

  Web  based  

  Extensible    

  AppExchange  

   

10  –  ©  2012  Internet2  

CRM  @  Internet2  –  Where  we’re  going  

  Customer      Community    Rela�onship    Management    

11  –  ©  2012  Internet2  

Salesforce.com  CRM  

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  

Community  

 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  

Rela�onship  

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  

Management  

  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  

Implementa�on  Goals  

  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  

Challenges  

  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  

Recommenda�ons  

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