Customer Relationship Management

CRM- Practical Applications

Southern Institute ConferenceMay 23, 2013; 10:15 – 11:45 a.m.

CRM - Definition

Is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service and technical support.

Current State

How is your United Way Using CRM?

(5) Full Integration

(4) Partial Integration

(3) Modest Integration

(2) Purchased

(1) Purchased What?

Turn To Partner

Introduce Self

How is CRM Useful

Success Stories to Date

Questions

Report Out

What Did We Learn:

• How is CRM Useful

• Success Stories to Date

• Questions

CRM Practical

• Listen

• Alignment

• Connect

• Evaluate

Case Study #1

Company 503:• 1000 Employees

• Based in Your Community

• Employees 8 Hours/Year Community Service

• Financial Literacy Focus

• Founder of Company was Involved with United

Way… 10 Years Ago

Case Study #2

Company 612:• 25 Employees

• Based in Your Community

• Employees 8 Hours/Month Community Service

• Environmental Focus

• Company CEO on United Way Board

Case Study #3

Company 002:• 500 Employees in Your Footprint

• Corporate Office in Another Community

• Early Grade Learning Focus

• District Manager is Chamber Board Chair

• Participates in the Loaned Executive Program

Case Study #4

Company 983:• 60 Employees in Your Footprint

• Corporate Office in Another Community

• Wellness Focus

• District Manager is Expressed Interests in

Partnership Opportunity

• Employees Have Active Fitness Program

Case Study #5

Company 790:• 5,000 Employees in Your Footprint

• Corporate Office Just Moved to Your Location

• Basic Needs Focus

• Corporate CEO/President New Hire

• Employees Have Active Fitness Program

Case Study Exercise

7 Diverse Roles• Corporate Leadership

• Corporate Employee

• United Way Employee – Campaign

• United Way Employee – Impact

• United Way Employee – Volunteer Center

• United Way Employee – Public Policy – advocates for

community based issues with elected officials

• United Way - IT

CRM Case Study Exercise

Exercise Overview

• Role Play The Scenario - 5 minutes

• Group Plan – 10 minutes

• Assess – 10 minutes Full Integration Success Factors

Lessons Learned

What Were Your Take A-ways

Skills/Approach You Can Incorporate at Your United Way

Key Examples

Amway – One by One Campaign

Century A&E – Reading Corner

Wolverine Worldwide – Get FitUWW – “Read Learn Succeed”

Key Examples

Amway Corporation“One by One Campaign for Children”

http://www.youtube.com/watch?feature=player_embedded&v=Gy-zaGqSns8

The Amway One by One Campaign for Children is a movement that spans 10 years and has helped

10 million children. Amway and its millions of distributors and employees around the world

identify the most pressing issues, then find meaningful ways to help and mobilize others.

Amway One by One projects and stories are as unique as the company itself.

Grand Rapids, Michigan, USA - In 1989, Amway responded to a challenge to “adopt” an inner-city school near Grand Rapids, Michigan, near its headquarters. The idea was to focus the company’s resources on a small population, and bring generosity and volunteerism to scale. The Amway commitment outlasted the adoption program, and years later, Amway employees are still increasing their commitment to the public

schools. From tutoring … to book drives … to pen pals … to field days … to career days … to anti-bullying training … to Junior Achievement instruction … Amway employees are involved in big and small ways. They even lend their expertise in the area of entrepreneurship through a special partnership with the Ottawa Hills High – School of Business, Leadership & Entrepreneurship, which means Amway has a continuum of support, from kindergarten to graduation.Through Amway, its employees and distributors, the Amway One by One Campaign for Children is making a difference, one child at a time.

Key Examples

Century A&E – Reading Corner

Key Examples

Wolverine Worldwide – Get FitUWW – “Read Learn Succeed”

Wolverine Worldwide

Co-Branding with Wolverine Worldwide

Merrell Brands

Get Active!

Born Learning Refreshed

Take A-Ways

Maureen NoePresident/CEO

Heart of West Michigan United Waymnoe@hwmuw.org

Land: (616) 752-8620Cell: (513) 607-2020