Beyond Marketing: Customer Relationship Management (CRM)

Beyond Marketing: Customer Relationship Management (CRM) Thursday 11:30am – 12:45pm One State: Together in the Arts Illinois Arts Alliance Foundation & Illinois Arts Council

Session Presenters Tim Sullivan Managing Consultant, ASPIRE - Total Customer Development Consulting and Delivery Firm. CRM and Interactive Marketing Pioneer and Innovator with 15 Years of Experience. Board Member, Customer Relationship Management Association – CRMA-Chicago. Jim Hirsch Vice President and Executive Director, Chicago Theatre and Chicago Association for the Performing Arts – CAPA.

Session Goals & Agenda 1. Understand CRM, Components & Strategies 2. Understand CRM Best Practices, Value & ROI 3. Understand How Arts Groups Can Best Use CRM Arts Group CRM Success: A Customer and Competitive Necessity (25 min) Permission-Based E-Mail Marketing: The Future of Audience Development (25 min) Q&A (25 min)

Arts Group CRM Success: A Customer and Competitive Necessity ASPIRE Total Customer Development tm

Why CRM is a Customer and Competitive Necessity It typically costs 5-10 times as much to acquire a new customer as it does to retain an existing one. “Some companies can boost profits by almost 100% by retaining just 5% more of their customers.” Harvard Business Review (Reicheld & Sasser) A recent McKinsey study showed that the average new customer spends 24.50 at a given web site in the first 3 months as a shopper. The average repeat customer spends 52.50 every 3 months. Most companies lose 50% of their customers in 5 years (Harvard University) On average only 15% of a site’s customers consider themselves loyal to it. The loyalty rating among people who had experienced a problem was only 6%. Customers who had not experienced problems indicated a customer loyalty rating of 19%. The loyalty rating among customers who had experienced problems but were satisfied with the way they were handled: 21%. (Digital Idea) 70% of repeat purchases are made out of indifference to the seller, NOT loyalty. (eLoyalty) The web customer is ‘only 1 click away from your competition’.

What is Customer Relationship Management (CRM)? Customer Relationship Management (CRM) is: the integration of sales, marketing, service and support strategy, process, people and technology to maximize customer acquisition, value, relationships, retention and loyalty. A Redesigning of your Business from the Outside In. Customers, Data and Database at the Center of your Organization (Customer-centricity). A organization-wide single customer view. A Foundation for “1to1 Marketing: Treating Different Customers Differently” (Single Ticket Buyer vs. Subscriber) A Means to Your Total Customer Development Ends.

Total Customer Development Hierarchy Customer Actualization Management Customer Evangelism Management tm Customer Lifecycle Management Customer Experience Management Cause Marketing Management Customer Quality Management Customer Innovation Management Customer Relationship Management Interactive Marketing Management tm tm tm

CRM Strategies Customer Acquisition Gain the greatest number of new “Best” customers as early in their “lifespan” as possible. Customer Retention Retain and expand your business and relationships with your customers through up-selling, cross-selling and servicing. Customer Loyalty Offer programs to ensure that your customers happily buy what you offer only from you. Customer Evangelism Enable loyal customers to become a volunteer sales force. Cost Reduction Reduce costs related to marketing, sales, customer service and support. Improve Productivity Enhance your e-business strategies.

The “Customer” Customer Segments Suspects, Visitors, Prospects, Subscribers, Patrons, Members, Ticket Buyers, Users, Consumers, VIPs, Volunteers, Annual / Major Donors, Advisors, Advocates, Legislators, Strategic Partners, Sponsors What data do really you have on your customers’ Problems, Pains, Fears, Needs, Wants, Likes, Goals, Influences, Relationships, Affiliations, Alliances, Experiences, Aspirations, Options, Expectations, Questions, Knowledge, Skills, Activities, Attention, Communications, Interactions, Emotions, Memories, Satisfaction, Perceptions, Beliefs, Admirations, Attitudes, Opinions, Values, Learning, Ideas, Motivations, Objections, Priorities, Choices, Behaviors, Personality, Self-Concepts, Trust, Loyalty, Attention, Recognition, Time, Energy, Risks, Investments, Rewards, ROI, Lifestyle, Lifecycle Stage, Social Class, Culture, Sub-culture, Age, Family, Education, Hobbies, Interests ?

CRM People “Customers” Suspects, Visitors, Prospects, Subscribers, Patrons, Members, Ticket Buyers, Users, Consumers, VIPs, Volunteers, Annual / Major Donors, Advisors, Advocates, Legislators, Strategic Partners, Sponsors Users Management, Employees, Visitors Suppliers Services - Consultants CRM / Customer Development Experts Products - Technology Software, Hardware, Connectivity

CRM Processes / Mapping Re-examine all of your customer management business processes. Re-/define where CRM provides the greatest value to your “best” customers and your organization. Don’t “repave the cow paths” Incrementally implement CRM to improve top targeted processes. Ex. Subscription Renewal processes

Customer Relationship Management CRM Model

Non-Profit / Arts Organization eCRM Model

Non-Profit / Arts Organization eCRM Systems E-Marketing Management E-mail Marketing: Alerts, E-Newsletter Management E-Surveying: Progressive Profiling Management Viral Marketing: Tell-a-Friend Management Web Design: Registration, Subscription, VIP Management Online Community / E-Suggestion Box / Blog Management E-Commerce: Memberships, Event Registration Management Affiliate Management: Sponsorship Management (Boston Symphony) Reporting / Analysis: Profiles, Behaviors

CRM Technology / Infrastructure Operating Systems Windows 9x , Mac, Unix, Linux, Browser Point Solutions vs. Suite Homegrown, Packaged or Hosted Toolkit, Integrated Best of Breed or All-in-One Application/Data Integration Accounting, Financial, Other Systems IT / Consultant Support, Budget, Time

Why Arts Organizations Must Adopt CRM Arts groups today are struggling to do more with less. Rising competition for entertainment/donor dollars, especially as supporters reduce the number of causes they support. The need for new programs and services continues to grow. Budgets have tightened in the wake of declining endowments, reduced government, corporate and foundation funding. Organizations are finding it tougher to sustain sales, fundraising and other forms of constituent support as traditional marketing models are not working as well. Must add and integrate additional customer information and communication channels to respond to demand. The “New Consumer” / “Buyer-Centric” market demands it.

The “New Consumer” / “Buyer-Centric” Market Relevancy I am not overloaded by irrelevant data. Experiences I seek “Memorable and Remarkable Experiences” over Products. Attention I am unwilling to waste attention. You must earn It. Value I expect to receive 2-3x value in return for investing my attention. Desire For Knowledge and Individuality I desire information that is valuable to me because it enables me to decide what to do, and how best to do it. Decoded Complexity I will turn to reliable sources of “evaluated” information and may find it convenient to complete my purchase at the same time, and at the same point.

The “New Consumer” / “Buyer-Centric” Market Not Deliberately Misled or Confused Your uncoordinated marketing communications result in a lack of congruency or no “single version of the truth” to me. Organizational Memory I expect all employees that I interact with to “know” me. Respects Privacy My data is not shared with anyone and is only used to improve your value and service my needs. Problems and Needs I expect you to solve my current and future problems and needs quickly, professionally and efficiently. Can Quickly Find Information Pertinent to Current Interests Ideal: Let me define what information I am interested in, and “an agent” would go and find it for me, and report back later in a form, at a time, on a device, and over a medium appropriate to me.

CRM Goals, Benefits and Value Increased Hard / Soft Results ( ,%,#) Internal: Revenue, Margins, Profitability, Results, ROI, ROA, Conversion Rates, Knowledge, Strategy, Efficiency, Effectiveness, Creativity, Products, Innovation, Morale, Customer Focus External: Customer Acquisition, Up-selling, Cross-selling, Personalization, Interaction, Feedback, Service, Satisfaction, Loyalty, Evangelism, Relationships, Value, Understanding Decreased Hard / Soft Results ( ,%,#) Internal: Costs, Time, Errors, Employee Defection, Frustration, Fear, Uncertainty, Doubt External: Customer Issues, Complaints, Attrition, Churn Dissatisfaction

CRM Metrics Response Rates Well-executed event-driven marketing campaigns typically deliver response rates of the order of 25% - 50%. Increased Sales A well-used CRM system typically yields a direct sales revenue increase of 10%-20%. Customer Retention Improvement of Average Observed Customer benefit 10%-18% for Customers That Formally Measured. ROI Justification A 10% improvement in customer retention and increased revenues and a 14% increase in customer satisfaction, though small, can provide all the justification any company needs to implement a CRM system. (Aberdeen Group 2003)

CRM Project Planning CRM Innovation Management tm 1. Investigate Needs Define Successes Identify Gaps Define Organizational / Customer Requirements Use Cases, Internal/External Processes Features, Functions and Technical 2. Create Ideas Business Case, CRM Plan Cost Justification, ROI 4. Evaluate Solutions Select based on Best Fit to Requirements

CRM Project Management 4. Activate Plans Prioritize - Scope Design - Review Install - Configure Pilot - Adjust Launch - Measure Support - Grow

CRM Best Practices / Critical Success Factors Customer-Centric Design Leverage Your Marketing Plan, Strategies and Segments. Based on Customer Value, Requirements and Related Processes. Project Plan and Methodology Establish Prioritized and Firm Requirements, Scope, Team. Nuggets: Demonstrate credibility-building quick results first. Top Management Sponsorship Secure On-going Figurehead, Vision, Communication, Commitment. User Buy-in and Use Train, Fun, Communication, Enthusiasm, Motivation, Workshops, Support, Recognition, Rewards, Punishment? Track Key Metrics and Grow Increased / Decreased Sales, Costs, Profitability, Satisfaction , %, # How well has CRM solved your current business problems and delivered results?

Arts Organizations CRM Case Studies The Royal Shakespeare Company: Needed first-rate data analysis of our customer information and feedback to inform programming, pricing and virtually every other aspect of their business. Wanted to create an organization that was thoroughly customer informed. “We can now confidently predict that the use of CRM is going to help us to achieve most of our business objectives. It shows that we can all benefit: we will be more efficient and - because we will be better informed - we can be bolder in our decision making. And it works at every level from artistic planning decisions down to seating plans." Carnegie Museums of Pittsburgh: Increased its email house file more than 50 % in just 8 months. Now sends quarterly newsletters to members. The average online gift is 16 % higher than offline gifts. Attendance is up for events that are marketed & managed online. HoustonPBS: Raised more than 123,000 online via pledge drives in 14 months. Has completed 33% of event registrations online. Used online communications in the wake of eliminating roughly 150,000 annually in paper-based communications. Just launched a “members only” area, offering a wide array of services, which will help to grow loyalty.

Arts Group CRM Issues & Examples How can Arts organizations: · Employ basic CRM strategies to get more out of under-targeted / marketed contacts that languish on mailing lists, or are used inconsistently at best? Intercept/E-/Surveys to discover and capture contacts (demographics, past interactions, interests, needs, behaviors, problems, aspirations ), desired format and frequency of communications to segment and increase marketing relevancy and value. Incentives, Opt-in Registrations, Subscriptions, ENewsletters, Auto-Responder “Courses”

Arts Group CRM Issues & Examples How can Arts organizations: · Use an upgraded CRM program to increase ROI on the best customers/ heavier users? You MUST understand what your Customers THINK and how they behave through continual questionasking and capture it in your enhanced CRM database to drive loyalty & evangelism marketing communications and campaigns. Improved Customer E-/Surveying, Profiling, Segmenting, Targeting, Communication, Interaction, Conversion, Up-Sell/Cross-Sell, Loyalty, Viral E-Mail, VIP Program, Evangelism.

Arts Group CRM Issues & Examples How can Arts organizations: · Begin to think about solving problems and use a CRM system for their users i.e. providing concierge type services to incent attendance and make things easier? Leverage The Experience Economy / Customer Experience Management (CEM): Need to transform your value delivery to constantly creating memorable and remarkable customer experiences vs. “selling” art, tickets, admissions. Remove barriers to Non-attendance by E-/Surveying, recording in your CRM database, partnering/extending your services offering, and target Direct Mail/E-Mail/Web marketing. Save customers time. Think/Act like Amazon.com

Arts Group CRM Issues & Examples How can Arts organizations: · Use a CRM program to quickly respond to changing market realities? Down economic conditions, war and the growing uncertainties require maximizing “mind-share” with your constituents, getting them involved, and increasing and sustaining your relevance. Create a community. Use marketing metaphors. Leverage E-/Surveys, E-Marketing/E-Mail, Web Site, Communities, Blogs, Testimonials, Customer Concern Management database, FAQs

WHAT CRM Tactics Can We Do Quickly, Easily, Inexpensively & Get Results? 1. 2. 3. Define Your CRM Process, Requirements and Select a System that: Best Meets Your Current & Future Requirements. Delivers that Greatest Value to Your Customers - Ask Them Implement and Leverage the CRM System: Based on your Marketing/Project Plan & Business Case. Define, Target, Personalize, Test, Manage, Measure, Tune integrated Offline/Online Marketing Campaigns. Develop & Segment Your Contact List / Database: Top 20%, Most Valuable / Best Potential Customers, Network Hubs/Media, Influentials by Interests, Needs Partner on “Fit” Lists, Marketing Campaigns etc. Make contacts aware of your Privacy & Data Protection Policy as an initial E-Mail message & Campaign.

Arts Group CRM Summary Arts Groups should focus on CRM: Ease of Use, Intuitive interfaces, Broad but not deep Functionality, Being Rapidly Deployable and Having a Lower Cost to Buy and Maintain to: – Increase Customer Acquisition, Retention, Loyalty and Evangelism – Increase Efficiency and Effectiveness - Productivity – Increase Revenue and Decrease Time and Costs Segment and consider the value and appropriateness of communication channels and timing, responsiveness and honesty in customer inquiries for information. Permission-based Marketing, Permission E-Letters, E-/Surveys, E-Mail: E-Newsletters, E-Postcards, Viral Marketing/Word of Mouth, Online Communities, Registration, Memberships, E-/Contests, E-Cause Campaigns / Events

Arts Group CRM 3 Final Thoughts 1. 2. 3. 4. “As you better understand your customer base, you will be able to develop ever better business rules and processes, which will fuel personalisation engines, drive customer contact strategies and maximise marketing effectiveness.” “Continuing to deliver a consistently improving experience to consumers across multiple channels will determine a company’s ability to retain customers over time, thereby enhancing their lifetime value to the company.” eCRM / E-Mail marketing on-the-job training is playing with fire. “It is important to work with a team experienced in delivering successful eCRM projects and integrating them with existing business processes. eCRM / E-Marketing, more than any other discipline, represents the ultimate fusion of marketing and IT skills and knowledge.“ 1 Year Benchmark: How much have you improved your key customer development metrics by May 17, 2004? CRM meets eCRM: An Executive Briefing, Briefing, February 2001, Ashley Friedlein

Arts Group CRM Success: A Customer and Competitive Necessity ASPIRE Total Customer Development tm

The eCAPA Experience: November 2000 - Present The Joyce Foundation

Permission Based Marketing A program based on consumers granting a marketer permission to communicate with them.

Call to Action: Sign up for eCAPA and receive special offers for Chicago Theatre events

Basics of eCAPA Membership: Anyone with an email address can join at no cost Members have ability to purchase tickets to most Chicago Theatre shows before general public Members will occasionally receive email only offers for discounted or free tickets Members will never have their name/email address sold or given to another organization. Members can opt out at any time

Our Philosophy: Only send messages that have value to the consumer.

eCAPA: The First Year Most addresses collected via lobby intercepts 5-10% of audiences typically responded (150-350 email addresses for a sold out show) 4,000 names by Spring 2001

eCAPA: The First Year Almost all email addresses entered manually by Chicago Theatre staff Database hosted by list-serv company – – – Emails sent in text format No segmentation No information on click-thrus, bounces or opt-outs – Effectiveness measured entirely by number of purchases made with ticket code

eCAPA: The Second Year August, 2001: CAPA receives funding from the Joyce Foundation to further develop program with an emphasis on attracting AfricanAmerican and Hispanic audiences, and with a goal toward sharing “best practices” with other organizations

eCAPA: The Second Year November 2001: CAPA conducts online survey sent to 7,878 subscribers (326 respond)

Survey Respondent Demographics 73% female 70% have no children in household Ethnicity – 64% Caucasian – 26% African American – 6% Hispanic – 2% Asian

Survey Respondent Demographics eCAPA 20 or under 1% 21-34 29% 35-44 31% 45-54 24% 55-64 64 12% 2%

Survey Respondent Email Usage Business – – – – – Several times a day (66%) Once a day (8%) N/A (21%) 2-3 times a week (3%) Once a week (2%) Personal – – – – – Several times a day (52%) Once a Day (24%) 2-3 times a week (13%) Less than once a week (5%) N/A (4%)

Why do you delete unread email? Not interested in subject line (67%) Don’t know who from (42%) Looked like spam (33%)

Where did you sign up for eCAPA? 48% at Chicago Theatre event 35% via the CAPA website 12% via ticketmaster.com (In past year higher percentages coming from Ticketmaster and CAPA websites)

Responsiveness 32% have purchased tickets after receiving e-mail – 25% of men – 18% of women 20% forward eCAPA e-mails to others

Customer Satisfaction 88% very or somewhat satisfied 6% somewhat unsatisfied 1% mostly unsatisfied 5% n/a

How Often Do You Want Emails? Once a week (30%) As often as new info is available (26%) Twice a month (21%) Once a month (11%)

What Do Audiences Want? Discounts (99%) Ticket presale (97%) Getting regular info via e-mail (94%) Ability to link to further info on artist or event (92%) Special offers from sponsors (88%)

eCAPA: Spring 2002 Database is about 10,000 strong Ticket sales positively affected: – December 2001: 450 tickets to Concert for a Landmine Free World – May 2002: 818 tickets for over 40,000 to Ellen DeGeneres – July 2002: CAPA raffled 50 tickets to “Road to Perdition” – received 1700 requests in 24 hours

May 2002: Getting Fancier Began using PatronMail, an internet-based Application Service Provider – Sending HTML emails, as well as text – Track open rates, click-thrus, opt-outs, referrals and bounces – Allows users to indicate preferences segmentation

Text E-Mail

HTML E-Mail

Why Segmentation? “I signed up because I wanted to get tickets for Prince – I don’t care about Donny Osmond!”

Segmentation Better Results Campaigns sent to segmented lists have 49% open rate, compared to 27% in non-segmented lists (CAPA experience) From May – October 2002, only 21 people on segmented lists (less than 1%) opted out – 555 (almost 4%) opt-out rate on non-segmented lists Relevance Retention

E-Survey / Progressive Profiling

August 2002: Time for a Check Up! Second survey went to 10,464 people – over 1,400 people responded Welcomed suggestions and comments on programming, eCAPA and theatre experience Comments overwhelmingly positive: consensus was “give us more!”

eCAPA User Comments “I enjoy the email updates. I don’t need any more mail at home to sort through and recycle. This system works great!” “I like the frequent but not intrusive nature of your marketing. I like it that I’m informed about upcoming performances.” “I enjoy getting the e-mail reminders, without which I would miss too many opportunities to see favorite performers.”

eCAPA List Growth 23554 18962 11199 7878 4000 0 15550 13525

Click Right In! Getting your eMarketing Campaign Started

Develop Guidelines What needs/wants will your email program fulfill? How often will you communicate with your subscribers?

Check Out Your Options Research internal software and external hosting options for storing your database We recommend making sure you can track results and send HTML emails HTML messages are 340% more effective, but some users still can’t receive them. Most ASPs have “sniffer” technology .

Sign up Patrons Encourage direct mail patrons to move to email Make email program part of overall marketing scheme – include mentions in all materials Place sign-up prominently on website Make sure box office staff offer information about email program and encourage sign-up.

Methods of Building a List Adding w/o permission – NO! Opt-out: patrons must uncheck box Opt-In: Customers indicate willingness to receive info Double opt-in: customer must reply to email to be added

Make Sure You Give Patrons What They Want Use on-line surveys to understand patrons needs Talk to patrons at venue, on phone, via email Take their suggestions seriously – they’re the boss!

Internet Marketing is Viral Encourage and incent forwarding – a relevant email can reach more people through forwarding CAPA recently entered patrons who told friends about eCAPA into a drawing for a Cirque du Soleil VIP package – almost 1000 people passed the email on to their friends April 2003’s “The Wiggles” presale went viral and resulted in over 2000 tickets sold and 100 new CAPA memberships

Use Good Subject Lines You have 4-5 words to capture attention Be consistent so they’ll recognize you Avoid “free”, “!!!” all caps and other frequent “spam” terms – you might get blocked “From” line should clearly indicate sender (in our case, CAPA Chicago)

The Process Develop offer Create email Test Send Evaluate results

Keeping Your List Work hard to keep information relevant Customer service is key – designate someone to respond quickly to problems or complaints Never, never, never violate permission!

Small Scale eMarketing You can use Outlook/Lotus, etc Remember to use bcc field! Ask your friends to sign up Mobilize members to recruit & share email addresses Ask permission! Make it interesting & compelling

The Future is Now! Streaming video Audio clips Currently just over half of email users can interact w/streaming media, but that will go up!

Email marketing benefits: Inexpensive Instant results Encourages interaction Drives Ticket Sales Revenue Drives Membership Revenue Decreases Marketing Costs

Conclusion: Permission based email marketing is an essential part of a well-rounded marketing plan Be sure to use email properly – get permission and be relevant!

Permission Based Email Marketing The Future of Audience Development The Joyce Foundation

CRM Resources Websites, E-Zines, White Papers o CRMCommunity.com o CRMGuru.com o DestinationCRM.com (CRM Magazine) o SearchCRM.com Publications & Articles o CRM Magazine www.DestinationCRM.com o 1 to 1 Magazine www.1to1.com o Customer Inter@ction Solutions Magazine www.cismag.com Books o CRM Automation, Barton J. Goldenburg o The CRM Handbook, Jill Dyche o The Ultimate CRM Handbook: Strategies and Concepts for Building Enduring Customer Loyalty and Profitability, John G. Freeland o CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time, Paul Greenberg Associations, Groups, Meetings & Conferences o Customer Relationship Management Association - CRMA-Chicago www.crma-chicago.org o DCI CRM Conferences www.dci.com o Association for the Advancement of Relationship Marketing - AARM www.aarm.org Consultants o ASPIRE - Arts Group CRM QuickStart* www.aspireto.com/AGCRMQS.htm o Accenture www.accenture.com o Cambridge Solutions www.cambridge-solutions.com

E-Marketing Resources Websites, E-Zines, White Papers o E-MailSherpa www.marketingsherpa.com o Full Sterne Ahead, Jim Sterne's E-Newsletter www.targeting.com o ClickZ www.clickz.com Publications & Articles o Direct Magazine www.DirectMag.com o 1 to 1 Magazine www.1to1.com o Direct Marketing News wwwDMnews.com Books o Permission Marketing, Seth Godin, Simon & Schuster o Unleashing the Idea Virus, Seth Godin, Hyperion o Don't Make Me Think, Steve Krug, New Riders o Email Marketing, Jim Sterne and Anthony Priore, Wiley Associations, Groups, Meetings & Conferences o Chicago Interactive Marketing Association (CIMA) www.ChicagoIMA.org o Direct Marketing Association (DMA) www.DMA.com o American Marketing Association (AMA) www.MarketingPower.com Consultants o ASPIRE - Arts Group E-Marketing QuickStart* www.aspireto.com/AGEMQS.htm o Carat Interactive www.carat-interactive.com o TMA E-Marketing www.tmaemarketing.com

Questions & Answers Strategy? Process? People? Technology? Planning? Implementation? Results? Other?

Follow-Up Questions? Tim Sullivan Managing Consultant, ASPIRE - Total Customer Development Consulting & Delivery (www.aspireto.com) CRM and Interactive Marketing Pioneer and Innovator with 15 Years of Experience. **([email protected]) Board Member, Customer Relationship Management Association – CRMA-Chicago. (www.CRMA-Chicago.org) **(773-252-4140) Jim Hirsch Vice President and Executive Director, Chicago Theatre and Chicago Association for the Performing Arts – CAPA. Other Relevant Credentials? (www.CAPA.com) ([email protected]) (312-263-1138)

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