Customer Relationship Management
CRM- Practical Applications
Southern Institute Conference
May 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 Fit
UWW – “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
From tutoring … to book drives
schools.
… 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 Fit
UWW – “Read Learn Succeed”
Wolverine Worldwide
Co-Branding with Wolverine Worldwide
Merrell Brands
Get Active!
Born Learning Refreshed
Take A-Ways
Maureen Noe
President/CEO
Heart of West Michigan United Way
mnoe@hwmuw.org
Land: (616) 752-8620
Cell: (513) 607-2020