CRM and EngagementThe promise and reality

Tom LehmanLehman Associates, LLC

Lehman Reports

ASAE Reston Idea Swap

August, 2013

Lehman Associates, LLC

• Strategy Consulting and Research Firm

• Technology strategy

• Web / Internet / Social Media Strategy

• Customer Satisfaction, Market & Member Research

• The Lehman Reports™ industry research series

• Associations and Supplier Companies

• Founded 1992, Alexandria, VA

• AMS Use and Satisfaction 2006-2013

• AMS International: CA, AU, UK 2010, 2013

• Association Technology Study 2011, 12, 13

• Donor Management Systems, NTEN, 2013

• New Snapshot survey series

Importance of CRM

Discussions of Engagement

CRM – Engagement Conversations

• Hundreds of items on Collaborate• Several articles published in 2013• DigitalNow, ASAE, other sessions• AMS companies: promotion,

prospect sessions, roundtable discussions

CRM as AMS Decision Factor

26%

60%

7%8%

Importance of CRM as an AMS Decision Factor

CRM capabilities would be one of the most important factors

CRM capabilities are important, but only one of the important capabilities

We expect to use a separate CRM, not an AMS decision factor

CRM is not important to us, not a de-cision factor

2013 Lehman Reports AMS Study

The Promise of CRM

• Greater knowledge / insight about members• Alignment between products and services, and

member needs / expectations• In-depth understanding of trends, patterns, and

variable interactions• Market segmentation and targeted services• Prediction and forecasting, anticipate needs and

interests• Deeper engagement with members, constituents

The Promise of Engagement

• Greater understanding of the dynamics of membership and participation

• Retention, loyalty

• Advocacy

• Non-dues revenue

• Relevance

Limiting FactorsCRM and Engagement

• Data• Analytics• Measurement• CRM Capabilities• Expertise and Culture

CRM Big Data

• 360 view of constituents, operations, marketing, advocacy

• Deep data, multi-stream• A driver of integration to capture

increasing levels of digital interactions

• Critical for CRM and other functions, but not actionable in its raw form

Third-party Services Adoption

Exhibits Management

Advanced Reporting / BI

Social Media / Community

e-Learning

Online voting tools

Job boards

Email marketing

Enhanced meeting registration

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Projected adoption within 12 months Currently evaluating

Lehman Reports Association Technology, 2012

Analytics

• Turn data into actionable intelligence

• Multivariate, longitudinal • Underlying drivers, trends,

patterns• Decision information• Advanced reporting, dashboards,

decision systems

Advanced Reporting / BI

Lehman Reports AMS, Association Technology, 2011-2012

Dashboards in Associations

Operational Dashboards

Analytical Dashboards

0% 20% 40% 60% 80% 100%

Current use Plans to use Evaluating

Use projected to double within 2 years

Lehman Reports AMS, 2012

Challenging, Early Stage

Big Data in Commercial Firms

Only one quarter collecting the data required

While fewer than half of those say they have sufficient resources to make use of it

Measuring Engagement

• Scores from AMS, social media, other applications

• In-house scoring / measurement scales• Separating meaningful indicators from a

multitude of activities is challenging• Weighting activities• Topic at many associations, subset have

begun the process• Fewer understand the commitment involved• Potential payoff is high, however

Measuring Engagement

Not a topic for us

Taking about this, no action as yet

Combined: using some type of scoring

Use both

Use our own scoring

Use scores from applications (AMS, social, etc.)

0% 10% 20% 30% 40% 50% 60%Lehman Reports Snapshot Survey, August 2013

Summary

Types of measurement

CRM Technology

Current stateFuture options

The Pure CRM Solution

• Focusing on CRM as the critical function• Advocate a move to CRM to gain these

capabilities, implies dissatisfaction with current capabilities

• Options– AMS with CRM– CRM solutions alone– CRM solutions with AMS capabilities

Current CRM Satisfaction

Average rating across all items

Advanced reporting and / or BI

360-degree view of members including social

CRM capabilities within the AMS

1 2 3 4 5 6 7

Satisfaction with CRM-Related Functions

Mean Satisfaction on a 10-point Scale

2013 Lehman Reports AMS Study

CRM Options

CRM+AMS, not integrated

CRM in place of AMS, without association functionality

CRM+AMS, integrated

CRM within the AMS

0% 10% 20% 30% 40% 50% 60% 70% 80%

Percent Who Would Consider Each Option

2013 Lehman Reports AMS Study

Expertise

Culture

Commitment

Questions and Discussion

Tom Lehman

President

Lehman Associates, LLC / Lehman Reports

Alexandria, VA

703-373-7550

Tom@LehmanConsulting.com

www.LehmanConsulting.comwww.lehmanreports.com