1. CRM Overview for the Communications Committee
The Retired Teachers of Ontario
June 2016

2. Customer Relationship Management
One of those acronyms that everyone seems to use but no one can fully describe what it means
Confusing – strategy and software can be a CRM
Not just a technology project
Forces us to look at what we are dong and how we are doing it
June 2016

3. “The purpose of a business is to create and keep a customer
“The purpose of a business is to create and keep a customer.” – Peter Drucker (The Practice of Management, 1954)
So much more than that these days
Nurture the customer’s ecosystem
Concept of the brand
How many of you refuse to buy products from a brand because of something not immediately related to the product
Does anyone have a fun 30 second story on that?
Telecom company I vouched not to ever work for because of my bad experience with their call center

4. What is a CRM?
A way to identify, acquire, and retain customers, a business’ greatest asset. –Siebel
In 2016 , it is a way of conducting business.
A widely implemented model for managing a company’s interactions with customers, clients, and sales prospects. – Wikipedia
A strategy used to learn more about customers’ needs and behaviors in order to develop stronger relationships with them. – CIO
June 2016

5. What is a CRM?
“It doesn't happen by simply buying software and installing it.
For CRM to be truly effective, an organization must first understand who its customers are and what their value is over a lifetime.
The company must then determine what the needs of its customers are and how best to meet those needs.
For example, many financial institutions keep track of customers' life stages in order to market appropriate banking products like mortgages or IRAs to them at the right time to fit their needs.
CIO.com – trusted voice in the IT community
Or Fairmont, has a T1-T5 guest rating system. Housekeeping receives an entire profile of your preferences ……
CRM gives you access to the data, to get to know your customer
Mobilizing that data is in the hands of managers

6. CRM Market Share
Worldwide (CRM) software totaled $26.3 billion in 2015,
up 12.3 percent from 2014, according to Gartner, Inc.
The CRM market is predicted to be $36 billion market by 2017
CRM offers an average return of $5.60 per every $1 spent (Gartner)
June 2016

7. CRM 2016 More Social Mobile CRM
- interaction with map, note taking apps
Integration
more integration options, other than sales
(accounting, analytics, ecommerce)
- more marketing integration
Verticalization of CRM
Industry specific CRM focus
Predictive Analytics capabilities
CRM of Things
- smart devices connected to CRM
CRM 2016
June 2016

8. RTO / ERO Optimus Assessment
Information Silos – not integrated information, inefficient process, manual work, missed opportunities, errors, duplication of effort
Standardization and Simplification – current processes rely on key people and their knowledge. Much duplicated effort due to information not being visible and in one place
Performance Metrics – metrics are not possible without data being centrally available and visible with a tool designed for this purpose
June 2016

9. Think about The many ways a member can interact with RTO / ERO
Phone Membership
Phone Finance
a concern
Phone Johnson or Pension & Benefits
Visit Website
Visit a partner website (ex. Merit Travel)
Visibility
Member’s Interaction with RTO/ERO
Member’s Experience with RTO/ERO
What is a record in the room for being handed off to an escalation with a call center and having to retell your whole story/restate your issue again and again?
Mine is a 2 hour call with expedia. Issue is still unresolved.
June 2016

10. Members feel like VIP
Save staff time (looking for information)  Staff focus on productive work
Focus on nurturing the ‘high touch’ approach with members
Introduce standards
Build the brand and define an experience for members
Retain organizational records / history
Create redundancy and not rely on individual key people – risk management
June 2016

11. Prospects Register online for more information on RTO/ERO
Get invited to RPW events
RPW attendees register and pay online
RTO / ERO follow up with attendees after workshop
RTO / ERO able to provide free membership period
June 2016

12. Members Member Portal: Apply and pay online Update payment online
Update preferences
language
subscription
interests
Login to member portal with social media handle – one less password and logon information to remember
Participate in Polls
View invoice and payment history
Imagine calling in and being asked if you found what you were looking for online because you spent some time on the insurance plan FAQ today.
When interacting with RTO/ERO – true high touch.
All actions on account visible to staff.

13. Districts Reporting Dashboards Online Expense Forms
Members Lists
Transferred in vs. Transferred out of the district members
Member Demographics information
Member interests
Birthday Lists
Online Expense Forms
Collaborate with others in Forums
Use Polls
June 2016

14. Staff Marketing campaigns and personalized service
recruitment and retention of members
send information to members based on their interests
monitor social media trends among members to better assess brand reputation
Case Management for Membership and Pension and Benefits
All departments will be able to schedule follow up tasks with members in their Outlook calendars
Finance - collections efforts tracking, 7 year payment history, reporting capabilities and keeping track of various forms of payments for members
June 2016

15. Goal & Timeline September 2016 “Core business functions” Membership
Pension & Benefits
Marketing
& Communications
Finance
Fall 2016
Member Portal

16. Help Gathering email addresses from members
Data exchange with Districts
Member Portal – Phase 2 input and assessment
Phase 2
June 2016

17. June 2016 Presentation referred to following sources:
June 2016