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June 4, 2013 1Twitter Hashtag: #iucmc13
Leverage Email & CRM to Cultivate IU Customer Experience & Engagement
Is your e-strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers?
June 4, 2013Kathleen L Gerdink
Lifetime Engagement Service Center
June 4, 2013 2Twitter Hashtag: #iucmc13Twitter Hashtag: #iucmc13
leverage email and CRM to cultivate IU customer experience and engagement
LIFETIME ENGAGEMENT SERVICE CENTER
A partnership of IU Communications and University Information Technology Services (UITS) to serve university users of CRM and e-marketing.
June 4, 2013 3Twitter Hashtag: #iucmc13
leverage email and CRM to cultivate IU customer experience and engagement
Lifetime Engagement Service Center
• Support clients• CRM adoptions• Integrated e-marketing • Best practices & university policy• Constituency lists, data
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leverage email and CRM to cultivate IU customer experience and engagement
OBJECTIVESBuilding on 2011 and this year’s 2013 conference, best-in-class
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leverage email and CRM to cultivate IU customer experience and engagement
Marketing Conference 2011
• Branding • Unique value• Tell a story
• The NOW Revolution• Faster & integrated • Measure• “Emphasize Response-ability”
• Improving Marketing Effectiveness & Efficiency at IU• “learning organization”
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leverage email and CRM to cultivate IU customer experience and engagement
Marketing Conference 2013
Advancing our Brand…• Student degree completions• IU Online• Student experience• Analytics• Social media• Media relations• Mobile
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leverage email and CRM to cultivate IU customer experience and engagement
Today’s conversation
Goal: leverage CRM and e-communications/email tools to _______ customer experience & engagement
• Trends • IU Tools: supporting e-marketing • Discussion & Wrap-up – Email & campaign use cases– Recap
linch pin : axle; central cohesive element
crm
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leverage email and CRM to cultivate IU customer experience and engagement
DEFINITIONSEstablish baselines and vocabulary for common understanding
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leverage email and CRM to cultivate IU customer experience and engagement
definitions• CRM
– CRM is Customer or Constituent Relationship Management. It is a business process for growing and retaining clients. CRM often refers to the IT system that supports client development.
• “Customer”– Anyone who is a constituent, student, partner, alumnus, donor, employee, volunteer, admissions-candidate, parent-of-
student, governmental contact, media contact, general public of the Indiana University
• Content marketing– It is about sharing information, rather than pitching products. Great content engages customers at every stage of lifecycle
• Event-driven marketing– evolving to mean knowing about behavior, past and present, and applying that knowledge in a way that influences customers.
• Drip or nurture marketing– Marketing with persistence, consistency, reciprocity, rapport, and ethics. A communication strategy that sends, or "drips," a
messages to customers /prospects over time; messages are dripped in a series applicable to a specific behavior or status
• Customer experience– sum of ALL experiences a customer has with IU thru people, experiences, events, email, social, direct mail, advertising, public
relations, news & media, word-of-mouth,, over the duration of their relationship with IU
• Lifetime Engagement– a strategic approach to relationship management which aspires to achieve a “cradle to endowment” approach for prospecting,
engaging and retaining constituents of the institution in more meaningful ways to build and strengthen a lifelong association.
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leverage email and CRM to cultivate IU customer experience and engagement
THE PAST IS PROLOGUE
Being a “learning organization” means learning from the past, but moving forward
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leverage email and CRM to cultivate IU customer experience and engagement
Changing marketing models
<Relationships> <Applications > <Data> <BI> <Customer-actions>
June 4, 2013 12Twitter Hashtag: #iucmc13
Email replacing print for $$, volume
E-marketing
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leverage email and CRM to cultivate IU customer experience and engagement
Growth of E-marketing
Websites & SEO, banners, adwords Broadcast emails Multiple email clients, browsers & platforms Growth (and failures) of CRMs & ERPs IM & SMS growth E-marketing replacing telemarketing & Print (cost
effectiveness, reach) Mobile devices & wireless networking Heightened expectations of consumers, patrons
More tech-savvy, mobile, experienced web-search & e-commerce
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leverage email and CRM to cultivate IU customer experience and engagement
Growth of Email Marketing
1980s: early days of email
1990’s: Hotmail, e-commerce
2000’s: mobile
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leverage email and CRM to cultivate IU customer experience and engagement
Email use
@Work- Average time/day in tools, Email
Source: Osterman Research, http://www.ostermanresearch.com/freeresearch/rsch_0180.pdf
B2C- Online offers consumers expect from brands via email
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Growth of Mobile
See: Nielsen, “The mobile consumer: a global snapshot, February 2013”
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leverage email and CRM to cultivate IU customer experience and engagement
Email clients & opens
Source: litmus.com, 2012-13 email opens & clients
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leverage email and CRM to cultivate IU customer experience and engagement
IU Email trends
↑ Volume of sends rising exponentially↑ Volume forecasted to only grow↑ Multiple platforms for distribution↑ Email replacing print & direct mail↑ Mobile ↑ Non-marketing staff distributing broadcast
communications
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Advancements in technology….challenges to big data, decision-support
CRM
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leverage email and CRM to cultivate IU customer experience and engagement
Evolution of CRM
http://prezi.com/iwy9xdtkjtxc/history-of-crm/?auth_key=ab92e192454fe4c7e1337ac6e955bc30d3e3871c&kw=view-iwy9xdtkjtxc&rc=ref-20879571
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leverage email and CRM to cultivate IU customer experience and engagement
Evolution of CRM: higher-ed
• Mature SIS• Growth in Alumni
and Advancement • Discussing
“Customers for Life” since 2004
• Extending to entire university & customer lifecycle
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leverage email and CRM to cultivate IU customer experience and engagement
Evolution of CRM: higher-ed
• Cabrillo College, in Santa Cruz, CA – Extend data mining technology /CRM – Map alumni donations back to their
educational experience– ID patterns for future development drives
• University of California– Applications up 5%, but admissions down 6%– CRM to better access data, demographics, non-
traditional admits– Recognition & practices to support the
“university is a business”
success stories/CRM plans
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leverage email and CRM to cultivate IU customer experience and engagement
Evolution of CRM: higher-ed
• University of South Florida– Cracks & silos, data & business process– Integrated help desk, self-help
knowledge-base, business and CRM systems
– Improvements to Student Experience
• University of Pennsylvania– Trouble with customer service– Integrate schools’ CRM solutions with
ERP– Inquiry management
success stories/CRM plans
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leverage email and CRM to cultivate IU customer experience and engagement
THE FUTURE
Being a “learning organization” means learning from the past, but moving forward
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leverage email and CRM to cultivate IU customer experience and engagement
Summary of trends
• Marketing investments changing
• Growth in email use• BIG DATA• Increased e-marketing• Higher-ed marketing
– Content marketing– Customer experience
– Push vs. pull– Maintenance vs. growth– CRM– Email with Social– Integrated programs– Event-based marketing– BIG DATA, analyticsClients looking for:
Authenticity Expertise Social media….mixed with traditional approaches
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Where the $$ are being spent
Marketing Budgets
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leverage email and CRM to cultivate IU customer experience and engagement
Marketing investment trends
Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745
• Mobile opens increased by 300% since 2010
• StrongMail Survey, 2013 spending projections– 89% - 2013 marketing $$ - no
change– 56% to grow email marketing
budget,
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leverage email and CRM to cultivate IU customer experience and engagement
Marketing investment trends
Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745
organizations intent to increase spending in….
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leverage email and CRM to cultivate IU customer experience and engagement
Marketing investment trends
Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745
…to integrate email with….
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Email ≠ RIP
Growth in email marketing
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leverage email and CRM to cultivate IU customer experience and engagement
E-communications use
• worldwide email accounts– 3.3 billion accounts in 2012 – Over 4.3 billion accounts by year-end 2016– 14% in North America
• Consumer email accounts- 75% of total• Majority of emails come from corporate
– Expected increase 23% or 143 billion daily by 2016
– SPAM accounts for > 15%
Source: http://www.radicati.com/wp/wp-content/uploads/2012/04/Email-Statistics-Report-2012-2016-Executive-Summary.pdf
messaging
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leverage email and CRM to cultivate IU customer experience and engagement
E-communications usemobile
• Stats:• Worldwide mobile users: 730 million - 2012• Industry says anywhere from 27-41% of emails opened on mobile
(multiple sources, 2012-13)• >30% of organizations do NOT have email optimized for mobile
• Nearly 40% of organizations only offer “basic” features for email optimization on mobile
• Trends:• Mobile and email opens will only grow• Very few users open email on multiple devices- won’t re-read/get
second chance
It’s not just about creating an email which is easy to read on a mobile, you need to make it easy for recipients to act upon the email.
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Where are we going with e-marketing?
E-Marketing Trends
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leverage email and CRM to cultivate IU customer experience and engagement
Marketing Trends: Future
Improvements to content management
Event-based marketing- key to engagement
Integrate social media & email (reposts)
Optimize BIG DATA
• Who marries content strategy & customer intelligence?
• Conversions
• Information overload• Non-segmentation• Don’t know audience/interests• Harder, takes more time• Opportunity costs• ROI
KSI’s
Challenges
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leverage email and CRM to cultivate IU customer experience and engagement
Know your customers & campaign results
• See also: 4 Barriers Stand Between You and Big Data Insight
• IU: Business Intelligence at Indiana University, Lifetime Communication – Constituent Relationship Management (CRM)
• Quantity vs. Quality?• More data or actionable
intelligence?• Survey: 68% wanted big
data and BI for 2013• 81% want graphics
• What data, how much & why?• Key business drivers• Use IT, tools
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leverage email and CRM to cultivate IU customer experience and engagement
BIG DATA
• Predictive modeling• Data & trend analysis• A methodology to use
data to inform decision-making
• CRM & BI• How do we get
customers? Keep them?• Collaboration- marketing,
business and IT
CIO Magazine
Caveat emptor- Beware “cherry-picking” data points and what they mean
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leverage email and CRM to cultivate IU customer experience and engagement
Push vs. Pull Marketing
• Email• CRM• Social Media• Website
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leverage email and CRM to cultivate IU customer experience and engagement
Content Marketing
• What do customers want (“pull”) vs. what we want to tell them (“push”)
• Track “events” not just clients• Subscription and preference management• Analytics to improve content
“Content is king.” – Bill Gates
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The 6 Disciplines Behind Consistently Great Customer Experiences
• “The customer understanding discipline is a set of practices that create a consistent shared understanding of who customers are, what they want and need, and how they perceive the interactions they're having with your company today.”
Fastcompany.comAug 28, 2012 1. Strategy2. Customer understanding3. Design4. Measurement5. Governance6. Culture
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leverage email and CRM to cultivate IU customer experience and engagement
Customer Experience
• Givers gain give first before asking for value in return• Content feedback loop Social media for outreach, email for push-reminder• Auto-responders Email auto-replies with social media links, likes• Use social to promote email co-messaging & cross-messaging use social to solicit subscriber opt-in’s create a Facebook app• Tracking
Download What Counts whitepaper: “18 ways to integrate social media and email marketing”, authored by Christopher Penn, professor of Advanced Social Media at University of San Francisco, and member Congressional Advisory Committee on Student Financial Aid
integrating social and email
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leverage email and CRM to cultivate IU customer experience and engagement
Customer Experience
WIIFM
RTTV
what’s in it for me
relevant, timely, targeted & valuable
integrating social and email
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leverage email and CRM to cultivate IU customer experience and engagement
Customer experience
1. Monitor social media2. (virtual) suggestion
box-internals3. Feedback mechanisms4. Analytics5. CRM
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leverage email and CRM to cultivate IU customer experience and engagement
Customer Experience & CRM
http://www.genesyslab.com/blogs/authors/mark-stanley/2013/crm-and-customer-experience.aspx
CRM ≠ Customer ExperienceCRM = “inside-out” Customer Experience = “outside-in”
CRM provides customer intelligenceWhat you DO with the data can lead to GREAT customer experience
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leverage email and CRM to cultivate IU customer experience and engagement
Customer Relationship & CRM
• Customer relationships = Trust– ≠ data
• “Relationships are reciprocal”• Challenge:
– CRM can turn people into data and relationships into ROE– Relationships (C “R” M) are between people
• “Thought marketing”– Put the customer 1st
– What value will you bring customer– Use the data for good
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leverage email and CRM to cultivate IU customer experience and engagement
Why customer experience matters
Quality of lead generation
Ability to nurture prospects, customers (in cross selling) and donors towards closure
Relevancy to a "customer of one"
Increased conversion rates
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leverage email and CRM to cultivate IU customer experience and engagement
Marketing 2020
• marketing, channel and technology agnostic• new marketing teams – not only IT & Marketing– sociologists, scientists
• from “selling to serving”• end of mass marketing ??• nurture-marketing & CE• Analytics & ROI• Marketing outspends IT• BIG DATA (and how we use it) as competitive differentiator• Market defines the message, i.e. “Crowdsourcing”
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leverage email and CRM to cultivate IU customer experience and engagement
IU COMMUNICATION TOOLS
An investment in best-in-class and university solutions to increase engagement and improve customer experience to support future trends
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leverage email and CRM to cultivate IU customer experience and engagement
Branding, Tools & Services
Branding• http://brand.iu.edu/ • Email, social & web templates• Print, video, logo
Online requests, services• http://communications.iu.edu• See “Capabilities” and
“Resources” pages
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leverage email and CRM to cultivate IU customer experience and engagement
E-campaigns IU tools to support
1. Marketing plans, IU Comm Client Services, marcomm staff
2. CRM, analytics, LE-SC3. IU Communications, marcomm staff, all
print services & e-tools4. IU Communications Editorial5. Marcomm staff (how to define ROI)
6. WCMS, social, email, PR
7. Litmus, Marcomm staff8. Marcomm staff9. CRM, What Counts, WCMS, Social,
mobile, Vocus10. Analytics: What Counts, CRM, Google
Analytics, Litmus, NextAnalytics, Social
● CRM value-add
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Constituent Relationship Management
CRM
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leverage email and CRM to cultivate IU customer experience and engagement
• Leveraging BI and client data- key competitive advantage in future marketing– Who can best use the information, and create return on investment– Differentiate messaging, strategies with client & business intelligence
• Create New & retain existing clients• Identify most successful marketing channels and strategies• Defining ROI in non-sales- interactions
Why CRM?
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leverage email and CRM to cultivate IU customer experience and engagement
Delivering ROI with CRM
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leverage email and CRM to cultivate IU customer experience and engagement
CRM/Lifetime EngagementCradle to Endowment
1. Institutional “rolodex”2. Knowledge management- track significant events3. Preferences4. Breaking down “silos”5. CRM is not a “product”, but a lifestyle
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leverage email and CRM to cultivate IU customer experience and engagement
Managing & engaging constituencies
• Who are my “customers”? • Who are my “potential” customers?• What are my business processes?• Analytics & reporting• Segmentation, tagging, filtering• Preference & series management• Move from “push” to lists to using
campaign filtering, event-based
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leverage email and CRM to cultivate IU customer experience and engagement
Managing & engaging constituencies
Contact type/Role Definition Used byUndergraduate Admissions candidates Traditional (<18) and non-traditional undergraduate admissions
candidates, sourced from various sources (summer workshop attendee, college fair attendee, campus visit, webform, high-school guidance/grads, purchased lists, IvyTech student, etc). Suspect, Prospect, Applicant, Failed admission, Enrolled, Admitted/deferred, Admitted/refused, etc.
Admissions staff, by Campus
Parents, of undergraduate admissions candidates If high-school/traditional admissions, define and track parents (esp. in candidate is under age 18).
Admissions staff, by Campus
Previous Students Previous students of IU: failed, transferred. Candidates for re-admission, staff.
Admissions staff, by Campus
Graduate Admissions candidates Admissions candidates by school, sourced from various sources (current undergrads- IU, current undergrads- other school, webform/inquiry, masters students, etc).
Graduate admissions by School
Enrolled Students Current students of IU. University, Campus, SchoolStaff Current staff of IU (paid, unpaid, FT/PT, interns, student-
workers), retirees, former staff.University, Campus, School; recruitment, retention, administration
Faculty Current faculty of IU (inc. adjunct), retirees, former faculty. University, Campus, School; recruitment, retention, administration
Alumni All previous graduates of IU, active/inactive membership. IUF, IUAA, University, SchoolDonors Any previous or current donor to IU, and candidates projected for
future donations. Personal, corporate, foundations, estates.IUF, Schools
External constituencies Any contact an organization needs to track for external communications, or events, or for transitioning to above partnership. Can be involved with IU centers or schools in research, grants, area high-schools, other colleges and academic organizations, vendors, executive/corporate boards, VIPs, etc. May need future subdivision. Can overlap with other roles.
ALL
Legislative Federal, State, County, District, City, Town, etc legislative and leadership officials (legislators, mayors, major non-profit efficacy groups etc).
ALL (primarily PAGR, IUF, School, events)
* Groupings or use can also cross-over all or any of above. A single "person" can be in many roles, or constituency groups simultaneously.
Constituency Groups
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM BasicsInteraction management &
Contact Management
• Email message scripts
• Histories• Track a request
& progress• Categorize the
interaction• Calendar,
assignments
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM BasicsPhone
*no ACD/Automatic Call Distribution at IU (yet)
• Call scripts• Call tracking• Telemarketing
programs• Identify targets
via past analytics
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM BasicsWorkspaces: Leads
• Design portals & dashboards
• Team or user-specific
• Quick-view to primary leads
• Use with interactions, phone
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM Basics“Related” Workspaces & functions
Team portals- link most frequent dashboards and processes
Configure most frequently needed fields for quick snapshot
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM BasicsiServices: Aspire/Form-builder
• “New contact” forms• Event registrations• Subscriptions• Requests, inquiries• Creates new Contact/Lead
in CRM
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leverage email and CRM to cultivate IU customer experience and engagement
Campaign Development & CRM
• Events/conference e-vite & management
• Email newsletters• Decision-tree• Capture recipient actions (if
email)
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leverage email and CRM to cultivate IU customer experience and engagement
Campaigns & triggers
CRM event/trigger based marketing
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leverage email and CRM to cultivate IU customer experience and engagement
Social CRM
• Talisma Social CRM.pdf– Social connectors– Social monitoring– Social conversations– Social campaigns
Coming soon
“ higher education to have a strategy combining the best of CRM with the strengths of social media…the two systems should inform one another, and must be opened up, connected, and integrated in a tight way.” CRM Magazine, destinationcrm.com
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leverage email and CRM to cultivate IU customer experience and engagement
Talisma CRM
Track individual from “cradle to endowment” Conduct personalized communications Distribute via dynamic filters- audience
segmentation Program complex recurring interactions “knowing your customers” Non-paid Conference/Event management Constituent Analytics CRM #1 for:
Drip- or nurture-marketing 2-way communication
Workflow-based campaigns based on client actions (engagement)
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leverage email and CRM to cultivate IU customer experience and engagement
Using CRM & LE-SC
Improve marketing campaign effectiveness Audience strategy & list creation Content improvement Increase client retention and satisfaction with 2-way
interactions; recipient data reporting (classifications, demographics, audience type)
Manage opportunities Sales pipeline visibility & forecasting Cross-sell & up-sell opportunities Increase customer loyalty & improve internal marketing
(ideas only…many others…)
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What Counts & Litmus
Email Distributions
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leverage email and CRM to cultivate IU customer experience and engagement
Email Marketing
CRM, contact & list management
Professional & responsive email design (mobile)
Personalized email
Automated follow-ups
Blast or broadcast emails (news, announce, e-vite)
Subscription management: opt-in/out
Website integration, inbound analytics tracking
Social media posting
Campaign management, tracking/reporting
EMAIL MARKETING
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leverage email and CRM to cultivate IU customer experience and engagement
IU Email Templates
Hoosier Traditional Unity
http://brand.iu.edu
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leverage email and CRM to cultivate IU customer experience and engagement
IU Email Templates
Newsletter templates (coming soon)
Big Red Spirit of IU
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leverage email and CRM to cultivate IU customer experience and engagement
IU email editor
http://www.iu.edu/~crmsc/ck_email/
Advanced WYSIWYG for content sections (future: client custom templates)
Social media picker and standard IU footer
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leverage email and CRM to cultivate IU customer experience and engagement
What Counts email distribution
• While world wide deliverability continues to decline ( currently 76.5% average ) we are able to maintain > 99.7% deliverability
– IU Hosted server– Dedicated e-mail relay– Whitelisting– Throttling – Lists, campaigns, reporting
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leverage email and CRM to cultivate IU customer experience and engagement
What Counts Upgrade
• Previous features– Reports– Heatmap & click-thru data– APIs– Articles– Campaign workflow and approvals– List and subscriber custom fields & segmentation,
suppression, dedup– Content analysis– SPAM scoring– Polls, surveys
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leverage email and CRM to cultivate IU customer experience and engagement
What Counts Upgrade
• A/B Split Testing in lieu of HiPPO’s
• WYSIWYG Improvements• Publishing enhancements• UI improvements • Social Media Integration• List improvements
Contact [email protected] to gain access/login to What Counts Learning Community
Previous features• Reports• Heatmap & click-thru data• APIs• Articles• Campaign workflow and
approvals• List and subscriber
custom fields & segmentation, suppression, dedup
• Content analysis• SPAM scoring• Polls, surveys
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leverage email and CRM to cultivate IU customer experience and engagement
What Counts UpgradeUI upgrades & campaign options
June 4, 2013 75Twitter Hashtag: #iucmc13
leverage email and CRM to cultivate IU customer experience and engagement
What Counts UpgradeIntegrated social media
• Social only posts• Email template with “social tags”• Link to complete email URL from
social message• Insert icons/links (IU footer)
• Link to IU page, or,• Share, post, re-tweet
• Reporting• Social network name• # Views & reach-rate • # Shares & share-rate• # Social clicks & rate• Click-to-view rate• # Views/Posts
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leverage email and CRM to cultivate IU customer experience and engagement
What Counts UpgradeA/B split testing
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leverage email and CRM to cultivate IU customer experience and engagement
Litmus
• Analytics– Email opens by client, device, browser
• Email validation & optimization– Email test (15 desktop clients, 13 mobile, 12 web-based)– Spam filter checks– Subject line optimization– Code Analysis– Link validations
• Ease of Use– Upload HTML– Send to account email– Interactive testing– Test email or web pages
litmus.com
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leverage email and CRM to cultivate IU customer experience and engagement
Litmuslitmus.com
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LE Service Center support for e-distributions, audience selection, constituency management
Email & list services
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leverage email and CRM to cultivate IU customer experience and engagement
LE- SC Email Services
• SC vs. PM/Projects– LE Service Center
• Quick turn-around• One-time sends• Custom lists• IU templates only
– IU Communications, Projects• Campaigns• Integrated WCMS• Custom client e-templates
• Web “order” form• Footprints: job mgt., list approvals• IU Email Editor (template-builder)• Fast-Track/Fixed Price• Help: Self-serve tools, wiki, user guides
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leverage email and CRM to cultivate IU customer experience and engagement
Order/request online at http://communications.iu.edu/resources/distribution-request/
• Requested send date • Allow min. 3 days
• Select template• List/audience request• Design details
• Copy• From/Reply-to email
addresses• Subject-line• Footer info
• Social media
Order e-distribution online
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leverage email and CRM to cultivate IU customer experience and engagement
• Custom lists• CIP lists• Staff, Faculty, Students• Alumni
• Make requests• Data stewards and
campus leadership approvals
List requests & approvals
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leverage email and CRM to cultivate IU customer experience and engagement
• Onestart calendars • Updated for all
“broadcast” emails & communications activities
IU events calendars
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leverage email and CRM to cultivate IU customer experience and engagement
• Track jobs• Histories & accountability• Footprints & 10,000 ft systems
Job management, histories
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leverage email and CRM to cultivate IU customer experience and engagement
http://communications.iu.edu/tools/distribution-request/
Lifetime Engagement Service Center: Email Design & Distribution ServicesOptimize client's staff time by leveraging established practices, templates & production efficiences through IU Communications
Format Plain text, cl ient-provided HTML or Simple IU Branding Bar
HTML IU Template with single imageHTML IU Template with Client Brand &
single imageHTML & CKEditor Templates
( N/A ) Example Example Example
Perfect for Quick or one-time announcementsSingle-send constituency maintenance
messagingSingle-send constituency maintenance
messagingWeb designers
Revisions & Testing Client file- 1 revision, 1-2 test sends,simple validation
IU Template with 1 revision, 1 test send, simple validation
IU Template with 1 revision, 1 test send, simple validation
templates & training only
Reporting Sent, opens, bounces Sent, opens, bounces, simple click-thru's Sent, opens, bounces, simple click-thru's Intro to reporting tools' use
Branding simple Campus & IU Client, Campus & IU School/Organization, Campus & IU
No Charge $149 $149 $499*
Engagement efficacy: the power to produce an affect
*below are being offered for client convenience and are not intended to replace strategic planning and design activities in the development of custom e-communications campaigns (projects). When applicable, the Service Center can refer client to IU Communications for custom editorial, marketing and design services
Inclusivesimple-send
Introductorytemplate with image
Templatetools only
Clienttemplate with image
• Piloting now• Kickoff in FY 13-14• “Order” via webform only• IU Email Editor (limited) styles/templates• 1-2 revisions only
$0 thru June 30, 2013 (no charge to pilot 1st template/HTML service)
Fixed price e-templates
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(analytics vs. metrics vs data)Using the tools for measurement & reporting, informing
decisions & establishing ROI
E-analytics
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leverage email and CRM to cultivate IU customer experience and engagement
IU Analytics
• Reporting options:– Email analytics and reporting (opens, CTRs)– CRM analytics (customer data, trends)– Social mentions, tracking– Web analytics & SEO– Web Inbound/campaign analytics with Email
• Tools– What Counts & Litmus email campaign tracking– Talisma CRM customer analytics– Google Analytics & NextAnalytics for web– Social media (multiple)
• Facebook Insights; Go.IU for link shortener; Hootsuite for Twitter management; Twitonomy & TwitterCounter for Twitter analytics; Statigr.am for Instagram analytics; CRM Social (Talisma-coming soon); What Counts Social CTRs
– IUIE & BI
Knowledge Management Data Information Knowledge
Marcomm defines what to measure identify results desired apply context, experience react, decision-making
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsTalisma CRM
Result Pane
Available Folders and Reports
Excel Tool bars
Talisma toolbar
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsWhat Counts email
See “Basics of email metrics” on LE-SC wiki
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsWhat Counts integrated social
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsLitmus email
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsLitmus email
created_at email_address mail_clientmail_client_sp
ecificmail_client_fri
endly_namerendering_
engineplatform
read_ seconds
read_category city region
2013-05-15T17:16:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 20 read Huntersville North Carolina2013-05-16T19:07:00 [email protected] Yahoo! Mail ClassicUsing Firefox Yahoo! Mail Classic Using FirefoxFirefox webmail 20 read Bloomington Indiana2013-05-15T23:35:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 12 read Carmel Indiana2013-05-16T11:35:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 6 skimmed Indianapolis Indiana2013-05-16T13:10:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 16 read Bloomington Indiana2013-05-25T01:06:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 20 read Carmel Indiana2013-05-16T11:52:00 [email protected] Yahoo! Mail ClassicUsing Explorer Yahoo! Mail Classic Using ExplorerExplorer webmail 20 read2013-05-16T10:46:00 [email protected] Yahoo! Mail ClassicUsing Explorer Yahoo! Mail Classic Using ExplorerExplorer webmail 20 read Indianapolis Indiana2013-05-15T17:37:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read Indianapolis Indiana2013-05-17T01:36:00 [email protected] Yahoo! Mail Using Safari Yahoo! Mail Using SafariWebkit webmail 20 read Noblesville Indiana2013-05-15T20:41:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read2013-05-18T02:43:00 [email protected] Yahoo! Mail Using Safari Yahoo! Mail Using SafariWebkit webmail 20 read Noblesville Indiana2013-05-15T19:32:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 10 read Baltimore Maryland2013-05-15T17:04:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 0 glanced/deleted Grand Rapids Michigan2013-05-15T18:31:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 2 skimmed Louisville Kentucky2013-05-16T15:24:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 20 read Carmel Indiana2013-05-15T17:59:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 14 read Indianapolis Indiana2013-05-15T22:33:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 20 read2013-05-15T22:49:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read
• Sample excerpt of report export: ArtsFest 2013• Actual email addresses would be visible. Hidden for illustration as xxx
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsGoogle Analytics with inbound/campaign tracking
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leverage email and CRM to cultivate IU customer experience and engagement
AnalyticsNextAnalytics aggregator
• See IU Communications analytics packages and conference presentation “Your Website as Platform: The Secrets to Getting Found on the Web”, Bob Molnar & Amber Page
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Creating integrated campaigns with email and…..
Tools Integration
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leverage email and CRM to cultivate IU customer experience and engagement
What Counts email• Simple, “push” emails• Custom lists• Simple to setup, learn• Quick e-reports• Integrated Social• “Heatmaps” for click-thru’s
Talisma CRM• Authoritative datasets: Admissions,
Students, Alumni, Faculty, Staff• 360 view of contact• Campaign, or multi-step marketing channel,
“drip marketing”, “pull marketing”• Integrated: interactions, contact, campaigns• Future: advanced e-analytics; social CRM
The right tool for the right job
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leverage email and CRM to cultivate IU customer experience and engagement
Email & web
• WCMS co-publishing• Google (inbound) analytics
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leverage email and CRM to cultivate IU customer experience and engagement
Email & DAMs
• Store and share digital assets for all media project
• Select and link images from library for emails
• Consistent look-n-feel across digital messaging
• Author: • Upload images• Resizing• linking
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leverage email and CRM to cultivate IU customer experience and engagement
Email & social media
• What Counts with integrated social– Email and social co-publishing– Social only posting– Social media bar
• Link to IU social• Script, shares
• Social CRM (Talisma)- coming soon
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leverage email and CRM to cultivate IU customer experience and engagement
Email & social media
• Facebook Insights• Go.IU for link shortener• Hootsuite for Twitter management• Twitonomy & TwitterCounter for Twitter analytics• Statigr.am for Instagram analytics• IU social media directory
Contact: Thom AtkinsonSocial Media StrategistIU [email protected]
…and many more…
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Where we’re going..
Tools and practices to support Lifetime Engagement thru best-in-class communications & customer experience
Tools Integration
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leverage email and CRM to cultivate IU customer experience and engagement
Integrate your marketing
PR
SOCIAL
WEB
…and many more…• advertising• events• press
join the conversation
subscription opt-in
more info
shares, reposts
join the conversation
more info
more info
join
the
conv
ersa
tion
artic
le sh
are,
Like
brand impact
volume reach
engage
news info, capture
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leverage email and CRM to cultivate IU customer experience and engagement
“Borrow” from non-profit
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leverage email and CRM to cultivate IU customer experience and engagement
Where we’re going
• APIs• Litmus integration• Integrated campaign design & analytics
– email, social, web, PR
• IU Branding email templates - free HTML!• IU Email Editor
– (IU templates + custom options for non-technical editors)
• CRM expansion and improvements• Responsive email designs
– Media Queries/webkit, fluid media, fluid grids
e-tools
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leverage email and CRM to cultivate IU customer experience and engagement
Where we’re going
• A/B Testing• “Our visitors are leaking”...CTA specific landing pages• Content management “Nobody clicks our email links” – Leverage reporting/analytics– Emails are too long– Too many or unclear CTA – Audience interests & segmentation
Tip: for the next email or newsletter, try A/B testing for “teaser/short” design with special landing pages vs. long-form email content…use data to inform design Source: 10 Solutions to fix your busted marketing campaign unbounce. com
New approaches to email design
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leverage email and CRM to cultivate IU customer experience and engagement
Where we’re going
Talisma CRM• New demonstration/playground environment (July, 2013)• Training, regularly scheduled (Summer, 2013)• Onboarding & CRM Readiness Assessment• University CRM & ROE policy rollout (Summer, 2013?)
• Data extensions– More adopters, more shared data– Extending authoritative datasets (Employees, Students)
• Features– Aspire & iServices: form builders– Full subscription/series opt in/out– Non-paid events management
• Development Roadmap:– Social CRM (in development)– Web & Mobile (requirements gathering)– Improving email analytics
Talisma: Admissions, Students, PAVERS, Internals; Alumni(feed)Blackbaud: Alumni, Donors
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leverage email and CRM to cultivate IU customer experience and engagement
DISCUSSIONEmail and CRM real-world examples and lessons-learned
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leverage email and CRM to cultivate IU customer experience and engagement
Case Study: ____ Email
• Samples?• What would you do differently?
– Push vs. pull campaigns?– Maintenance vs. growth?
• How are we spending (time, resources)?– Push, maintenance– Pull, growth
• Does your campaign build on progressive, multi-media and communication channels? Does it fit the desired Audience?
• Examples-integrated campaigns: – IU Communications “Work”
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leverage email and CRM to cultivate IU customer experience and engagement
WCMS + Email
• http://inside.iu.edu/• Email• Audience:
– All IU faculty/staff
• Tracking– Email opens, click thru’s– Unsubscribes– Web visits
Discussion: what would you do to improve? Can you take some ideas from this pub for your own newsletters?
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leverage email and CRM to cultivate IU customer experience and engagement
Multi-media campaign
• Website: http://artsfest.indiana.edu/
• Email with social media• IU Communications case study: http://
communications.iu.edu/work/case-studies/summer-festival-arts.shtml – Includes print, public relations, and advertising
Discussion: what would you include in campaign planning? How do you plan to use email with social media in future?
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leverage email and CRM to cultivate IU customer experience and engagement
Email, WCMS, Social
• http://music.indiana.edu/index.shtml
• Audience: – Subscription email– School– Performances– Social media friends & followers
• Ideas:– “crowd-sourcing” cultural events– Integrated social media
See: “Look Who’s Talking: How your IU colleagues are effectively using social media”
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leverage email and CRM to cultivate IU customer experience and engagement
E-campaign planning checklist
1. Establish campaign goals [milestones, ROI] -Story to tell? What makes us unique?
2. Who are your internal resources (skills, time commitment- your team, LE, IU Comm)?
3. Identify tools to use [social media, wcms, email, crm with WOM, print, event]
4. What customer data do you have? Past campaign results/data? What data do you want to start collecting? [CRM, analytics]
5. Brainstorm CTA’s Only then….design & deliver
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leverage email and CRM to cultivate IU customer experience and engagement
Email Tips
What can we be doing…. Segment audience Scheduling
IU Communications calendar Competing university (or other) messages Consider audience and message for day, time
Cut down on content, concise Work with editors/copywriters, CTAs Monitor click-thrus….what content gets most engagement? Linked landing pages for more content Consider A/B testing Subject lines: less than 35 characters
Subscriptions: offer opt-in and opt-out Most IU tools/policy will not support “purchased lists” CAN SPAM compliance
Social media links: make retweets/re-posts easier
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leverage email and CRM to cultivate IU customer experience and engagement
Email Tips
What can we be doing…. Get real data points for design decisions
Google (inbound) analytics, CRM & Litmus Understand who, when & how your emails are being opened or read
Design options Higher contrast: phones, tablets-energy saving dims; screen-glare IU branding: brand, “What matters. Where it matters.” Design links with touch-screen in mind -min 44px CTA/button and spaced
out Mobile 180 or 320 pixels wide; Tablets 500 pixels wide
Performance & context 3G & 4G…but keep images small “go anywhere”, “read anywhere” (bus, bed, airport, email scanning) If email is scanned/opened on mobile, it does NOT get reopened on desktop
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leverage email and CRM to cultivate IU customer experience and engagement
Best-in-breed(for review of downloaded conference presentations)
Responsive email design YouTube video-media queries presentation (60min+)
2012 “Obama for America” presidential election email strategy & measurements- YouTube video, Toby Fallsgraff, Email Director (60min+, Email Insider Summit, conference presentation)
The 6 Disciplines Behind Consistently Great Customer Experiences
Fast Company, Aug 28, 2012
IU Communications case studies & campaigns, branding, resources, capabilities
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leverage email and CRM to cultivate IU customer experience and engagement
WRAP-UP
Q & A? What mini-steps can we be taking to improve customer experience, using CRM & email to improve engagement with our clients?
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leverage email and CRM to cultivate IU customer experience and engagement
Lifetime Engagement
WIN : WINCustomer IU
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leverage email and CRM to cultivate IU customer experience and engagement
Customer Experience ChecklistCustomer Experience IU Lifetime Engagement/ IU Communications
best practices Tools for success
StrategyCustomer understanding
Design
Measurement
Governance
Culture
Marketing plans, health-checks CRM, market research, relationship-
building IU Communications: Branding,
Templates, Editorial Analytics: Email, CRM, Google, Next,
web visits, email CTRs, conversion rates, ROI
IU Policy, data, engagement, brand & shared best practice, CAN-SPAM
“learning organization”, customer 1st
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leverage email and CRM to cultivate IU customer experience and engagement
Take-away’s
• Leverage CRM & email to support CE• Customer experience #1
– Crowd-sourcing & “outside-in”
• Design for mobile 1st – but have to make it easier for customers to act …find info, click-thru, request info, learn more, stay engaged
• Integrate e-marketing, improve cross-pollination– Social, web, email, e-news releases…even conference bios, sigs et al
• “Master framework” of IU tools for e-communications• Build and improve your internal team: innovate
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Questions….
Q & A
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leverage email and CRM to cultivate IU customer experience and engagement
LE Service Center Resources
• Talisma CRM– Visit Talisma CRM wiki– Contact [email protected]
• What Counts info– Contact [email protected]
• IU Tools – (email, CRM, analytics, DAMs, WCMS)– visit IU Communications or LE-SC wiki
• General Inquiries– [ [email protected] ]
• Request email distribution or list approvals- online ordering • Get free resources, policy summaries & best practice • Suggestions/Questions: [email protected]
Kathleen L GerdinkManager, Lifetime Engagement Service CenterInformational & Emerging Technologies (IET)Indiana University Communications Office: 812.856.4938
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leverage email and CRM to cultivate IU customer experience and engagement
LE-SC Support of IU Goals
IU Learning organizationCustomer-centricGrowth and retention thru great customer
experience Leveraging BIG DATA for decision-support (analytics
& CRM) Improving engagement thru e-marketing with
content & event-based marketing and CRM
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leverage email and CRM to cultivate IU customer experience and engagement
LE Service Center Services
E-Marketing CRM Fast Track Email
best practices constituent engagement production optimize reach/audience client preferences policy (data, email) Strategic campaign
development interactive design Integrated email, web,
social branding Mobile/responsive
constituency growth & retention
campaign workflows tracking interactions managing engagement demographics & metadata Business intelligence segmenting audience Drip/Nurture marketing Event management/trigger
marketing
email distributions lists & approvals quick-turn urgent communications simple reporting KISS low-cost, efficient "tip of the spear"
Lifecycle of Lifetime Engagement Marketing: LE- Service Center will attempt to support university clients in leveraging and building CRM strategies, using communications standards, and a fundamental understanding of marketing lifecycles to harness the power of I.T. to improve ROI.
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Is your email strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers?
June 4, 2013Kathleen L Gerdink
Lifetime Engagement Service Center
Leverage Email & CRM to Cultivate IU Customer Experience & Engagement