CRM Transformation: Getting the maximum value from your member database (Case Study)
You’ve invested a not insignificant amount in a CRM system but either over time you have realised that not all departments in your organisation are using it effectively OR you fear they won't at all. The CRM system must be used to capture all the member engagement touchpoints across the organisation. How do you convince teams to learn how to use the system and take the time from their already busy workloads to use the CRM system more effectively? How can you persuade teams to connect their local disparate databases to the central CRM system so that everyone benefits from the data sharing? How do you enforce quality control over member data across the organisation, particularly with GDPR legislation looming?
This session will guide you in doing just that.
In this session, we will look at, how to: Undertake a department audit of CRM use to inform your CRM strategy and transformation plan. Create a CRM strategy map that incorporates your corporate strategies, transformational tools and data policies and principles. Create data quality principles that lead to a member data policy for the entire organisation. Get staff buy-in for your transformation plans and implement a change management project. This session is based on learning from the Law Society and its CRM Transformation Project which occurred in 2015/2016.
Ref:AWC18/TLK-7285
