Tag: CRM

AMS, CRM, and “So Now What?”

Posted on | by Elizabeth Weaver Engel, CAE | 1 Comment on AMS, CRM, and “So Now What?”

This is the final post of launch week for the new Spark whitepaper, Member Relations: An Association-Centric Approach to Customer Relationship Management:

We’ve looked at CRM as an approach, CRM as software, how AMS and CRM are alike and different, and now we’re on to: “What does it all mean?”

CRM is not a one-to-one replacement for AMS. But it can still be highly valuable to associations that don’t do many of the traditional things associations do, or that outsource some of those traditional association functions. Its greatest application may, in fact, be as a supplement to AMS, supporting associations with robust sales functions. And in an era of flat or declining memberships, associations must become more comfortable with an active sales culture.

Want more? Download your free copy at http://bit.ly/10s8UUb.

The full PDF includes case studies of three associations that are each taking a unique approach to this interplay.

AMS v. CRM

Posted on | by Elizabeth Weaver Engel, CAE | 1 Comment on AMS v. CRM

From the new Spark whitepaper, Member Relations: An Association-Centric Approach to Customer Relationship Management:

The once distinct line between AMS and CRM is blurring. CRM systems are increasingly able to integrate with third party solutions to provide additional functions, social networking platforms in particular, and AMS systems are adding many “classic” CRM capabilities. The key difference is specialization.

Want more? Download your free copy at http://bit.ly/10s8UUb.

 

CRM: The Software

Posted on | by Elizabeth Weaver Engel, CAE | 1 Comment on CRM: The Software

From the new Spark whitepaper, Member Relations: An Association-Centric Approach to Customer Relationship Management:

Now that we’re on board with CRM the concept, what about CRM the software?

One of the major differences between CRM software and other types of databases is Sales Force Automation (SFA). SFA focuses on contact management with the goal of supporting a formal process for moving leads through the purchase loop until they become customers.

Want more? Download your free copy at http://bit.ly/10s8UUb.

 

CRM: The Philosophy

Posted on | by Elizabeth Weaver Engel, CAE | 3 Comments on CRM: The Philosophy

From the new Spark whitepaper, Member Relations: An Association-Centric Approach to Customer Relationship Management:

CRM, properly understood, supported, and implemented, helps us manage customer (member and non-member) relationships in a coordinated way across our associations so that every staff member can access the information we maintain on our audiences and use that information effectively to build stronger relationships with those audiences.

Want more? Download your free copy at http://bit.ly/10s8UUb.

Announcing: Member Relations

Posted on | by Elizabeth Weaver Engel, CAE | 1 Comment on Announcing: Member Relations

I’m excited to launch the second Spark whitepaper – Member Relations: An Association-Centric Approach to Customer Relationship Management, which, with the assistance of George Breeden and Tom Lehman, I recently completed.

This week, I’ll be blogging about the contents of the whitepaper.

The basic premise is:

Associations are starting to look at CRM (customer relationship management) software, either as an adjunct to or a replacement for, their more traditional AMS systems. However, without a proper understanding and adoption of CRM as a philosophy, the software itself it pretty pointless. Moreover, AMS and CRM are not a one-to-one replacement for each other, so it’s important to understand what they can each do (and not do) and how that matches (or doesn’t match) your association’s needs before taking the plunge. Finally, I offer case studies of three associations that have each taken a different path to meeting their audience data needs, and share what they’ve learned and their advice for others who might be considering the same approach.

I’ll be writing more about each of these points this week, but in the meantime, pick up your free copy at http://bit.ly/10s8UUb, no divulging of information about yourself required.