CRM and Engagement The promise and reality Tom Lehman Lehman Associates, LLC Lehman Reports ASAE Reston Idea Swap August, 2013

Lehman Associates, LLC Strategy Consulting and Research Firm Technology strategy Web / Internet / Social Media Strategy Customer Satisfaction, Market & Member Research The Lehman Reports industry research series Associations and Supplier Companies Founded 1992, Alexandria, VA

Working at the confluence of Strategy, Information, and Technology

AMS Use and Satisfaction AMS International: CA, AU, UK 2010, 2013 Association Technology Study 2011, 12, 13 Donor Management Systems, NTEN, 2013 New Snapshot survey series

Importance of CRM Discussions of Engagement

CRM – Engagement Conversations Hundreds of items on Collaborate Several articles published in 2013 DigitalNow, ASAE, other sessions AMS companies: promotion, prospect sessions, roundtable discussions

CRM as AMS Decision Factor 2013 Lehman Reports AMS Study

The Promise of CRM Greater knowledge / insight about members Alignment between products and services, and member needs / expectations In-depth understanding of trends, patterns, and variable interactions Market segmentation and targeted services Prediction and forecasting, anticipate needs and interests Deeper engagement with members, constituents

The Promise of Engagement Greater understanding of the dynamics of membership and participation Retention, loyalty Advocacy Non-dues revenue Relevance

Limiting Factors CRM and Engagement Data Analytics Measurement CRM Capabilities Expertise and Culture

CRM Big Data 360 view of constituents, operations, marketing, advocacy Deep data, multi-stream A driver of integration to capture increasing levels of digital interactions Critical for CRM and other functions, but not actionable in its raw form

Third-party Services Adoption Lehman Reports Association Technology, 2012

Analytics Turn data into actionable intelligence Multivariate, longitudinal Underlying drivers, trends, patterns Decision information Advanced reporting, dashboards, decision systems

Advanced Reporting / BI Lehman Reports AMS, Association Technology,

Dashboards in Associations Use projected to double within 2 years Lehman Reports AMS, 2012

Challenging, Early Stage Big Data in Commercial Firms Only one quarter collecting the data required While fewer than half of those say they have sufficient resources to make use of it

Measuring Engagement Scores from AMS, social media, other applications In-house scoring / measurement scales Separating meaningful indicators from a multitude of activities is challenging Weighting activities Topic at many associations, subset have begun the process Fewer understand the commitment involved Potential payoff is high, however

Measuring Engagement Types of measurement

CRM Technology Current state Future options

The Pure CRM Solution Focusing on CRM as the critical function Advocate a move to CRM to gain these capabilities, implies dissatisfaction with current capabilities Options –AMS with CRM –CRM solutions alone –CRM solutions with AMS capabilities

Current CRM Satisfaction 2013 Lehman Reports AMS Study

CRM Options 2013 Lehman Reports AMS Study

Expertise Culture Commitment

Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA