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Changing your membership database

Changing your membership database. Alex Skinner Managing Director Pixl8 Interactive Ltd. 28 th April 2010. This presentation. Contact management at heart CRM has roots with SFA (Sales force automation) CRM is a category of tools CRM is also a strategy

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Changing your membership database

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  1. Changing your membership database Alex Skinner Managing Director Pixl8 Interactive Ltd 28th April 2010

  2. This presentation...

  3. Contact management at heart • CRM has roots with SFA (Sales force automation) • CRM is a category of tools • CRM is also a strategy • MRM is an extension of CRM but with a more membership focus What is CRM / MRM

  4. Reduce Costs • Improve efficiency • Increase collective knowledge • Improve the standard of member communication • Improve retention Common Goals

  5. Bill gates coined the term Digital nervous system in 1999 • Information flow is the life blood • “You always have the information you need. You always are alert to the most important things, and you block out the information that's not important.” MRM is the heart of your DNS

  6. Members have a say with their data and aid in cleansing • All communications are personal and relevant • Membership interaction is measured • Define and meet their goals Membership interaction

  7. Use best of breed tools for each component • All tools should have strong APIs or connectors • Data flows seamlessly • Data is stored where it belongs and is not duplicated • All administrative heavy processes are automated The Integration ideal

  8. Synchronise core records • Attributes, Memberships and flags Common integration approach

  9. The Membership website

  10. Brochure site • Login area • Different permission levels • Booking Version 1.0

  11. Self service • eRenewals / Join online • eCommerce • Profiling and personalisation Version 2.0

  12. Tailored communication including email • Community creation based on SIGs or similar groupings • Mobile or application consumption Version 3.0

  13. Fact finding • Map out processes • Invest in detailed documentation • Consider a consultant • Iterate • Define wish list and roadmap • Priorities • Involve widest set of users in requirements gathering Defining requirements

  14. Traditional CRM providers (Direct) • Traditional CRM providers (Through a partner or channel) • Specialist MRM providers (Direct or Channel) Vendor types

  15. On Premises • SAAS (Software as a Service) or The CLOUD! Installation types

  16. Vendor size and influence • Small • Medium • Huge • Allocation of budget • Infrastructure • Software • Installation • Customisation • Training • DATA MIGRATION • Maintenance and support The Solution Balance

  17. If budget or time is too tight, wait • Consider using a successful consultant • Check costs for implementation V1 • Check costs for roadmap • Professional services costs • Resource availability • API • Get references early in the process • Find your own • Infiltrate the user groups • Phased approach • Organisation • Product • Solution • Demand a consultative sell Partner Selection

  18. Open Source doesn’t mean free • Go with what you can support • Choose appropriate platforms that give you the balance of flexibility and support • Mix commercial and open source systems if it fits • Consider the load or stress which your systems might experience • Redundancy and hosting Technical platform

  19. Budget for a penetration test by an ethical security analysis company • Use sensible security practices • Have a backup and disaster recovery plan this isn’t an ESCROW! Security and disaster prevention

  20. Successful deployment is 90% what you do before you get technical • Scoping and analysis • Build solid foundations which are good technical fits and secure • Iterate and measure Take aways

  21. Discussion

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