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Expert Knowledge Management Consultancy Outsource Marketing Research Change Management Marketing Audits & Strategy Internal Comms Mergers & Acquisitions Interim Management CRM Behavioural Change Organisational Development Marketing Planning Marketing Audits Brand Positioning Benchmarking Marketing Mentoring Coaching Training Digital Market Insight & Segmentation Brand Equity Analysis Consumer Insight Customer Journey Mapping Advertising and Media Creative Development Packaging and Design Management Consultancy Outsource Marketing Research

Stakeholder Management Change Management Businesses are under on-going pressure to change but often have a skills gap, or are too involved Vision Leadership Stakeholder Management Communication and Collaboration Cultural Alignment Capabilities Holistic - Systems, Processes, People, Risks Operational – Tools, Techniques, Metrics People – Skills, Knowledge, Coaching, Praise Pre-Requisites Essential for Change Promote and Sustain Effort EWO undertake project management or interim team roles, in order to formulate a strategy, design a programme of change and deliver ROI Enablers Manage Resistance to Change Build Inclusion EWO Core SKills Infrastructure Drives Process Delivery

Purchases/ Agreements CRM Service Analysis We advise clients on the CRM systems available How to align CRM to top level goals How to make CRM part of the culture How to use CRM in customer acquisition, development and retention How to identify the KPIs which measure CRM success Identify Customer Data Product Preferences Company Information Purchases/ Agreements Service & Support Retain Attract Engage Marketing Sales Return to menu

Planning CRM Strategy Development Review the current systems, processes and activity Confirm business requirements and objectives Map out all system requirements for the next five years across all teams and functions within the organisation Analyse the data and communication requirements Prepare internal scoping document for approval Confirm project sponsors / stakeholders Confirm and/or develop the CRM strategy for use across all departments Align strategy with business and department objectives Top level road map to be agreed

Planning Questions What do you do now? Who does it? What do you want to achieve from a new CRM? How should it help your organisation?

Business Case and ROI As with stage 1, work with key individuals in the organisation to gather the information needed to Prepare requirements full functional specification and system gap analysis Prepare detailed risk analysis Develop ROI calculation model Write business case

Business Case and ROI Questions Why do you need a business case? How can a CRM increase the lifetime value of a donor? How would you calculate the ROI? What would you include in an ROI model? Why is it important?

Scoping and Selection With the detailed knowledge gathered through stage 1 and 2, the next step is; Prepare detailed scoping document to send to system providers Prepare detailed data management guidelines Brief all suppliers Confirm timings and project roadmap with suppliers Receive and assess all tenders Negotiate and confirm systems costs, including licenses, development and implementation costs Confirm project team and key milestones and deadlines for implementation Begin the team engagement process Finalise detailed roadmap and critical path

Scoping and Selection Questions What do you want out of a CRM? What do you think it can do for your organisation? How can it increase the lifetime value of a donor/supporter? Who will be involved?

Data Preparation Data cleansing is a critical tool that helps maintain compliance with the Data Protection Act 1998. According to Experian on average 22% of all contact data is inaccurate Data degrades over time and fairly quickly. Donors get new email addresses, get married, divorced, get sick, move home and die etc. Identify existing data sources of donor data (spreadsheets, paper files, existing databases) Complete an audit of your existing donor data to identify inaccurate and missing data; Allocate time and resource to correct and where necessary delete obsolete / duplicate data Determine mandatory and optional fields to be uploaded/migrated into CRM Prepare a migration plan to transfer your cleansed donor data into CRM Introduce routine data quality ‘sanity checks’

Data Preparation Questions When did you last clean your donor ‘database’ How much time per month do you allocate to data quality checks? Do you depend on manual methods to check your donor data? Who is responsible for data entry, data quality and data cleansing?

Implementation  Appoint project team to included full cross section of team members All staff need to understand the benefits of the system not just how to operate it Identify key areas of concern early in planning process Engage with team during the planning so they feel involved Listen to concerns Plan small functional based stages during planning and development stage Appoint super users from the team who will help those who have any queries, if possible make this role a full time role in the early stages of implementation Communicate with team continuously, highlight where there have been successes Engagement is at best a longer term programme and can be continuous and the system evolves to meet the organisation requirements

Implementation Questions Who would lead your team? What do you think the main challenges would be? How would you undertake the engagement?

If you have any more questions it would be great to meet up and talk further. Next Steps?