The Perfect Database: Does it really exist?
Introduction Background Richard Gott • • • British Energy Plc British Dental Association (BDA) College of Optometrists (COO) Qualifications & Curriculum Development Agency (QCDA) Chartered Institute of Educational Assessors (CIEA) Professional Associations Research Network (PARN) Steering Group Member UK Inter-Professional Group CPD Forum Member CPD Institute Affiliate Member of the Association for Project Management Founder of Member. Wise Inserts in delegate packs are not endorsed providers, but feature on the Member. Wise website and offer preferential discounts
Seminar Objectives • • • Potted history – Where we were and where we are now! Activity 1: You and your CRM… Activity 2: What is important to you? Activity 3: Full Integration – The way forward? Activity 4: Development: Who should be leading the way? • • Information and advice is included throughout Let’s go!
How many times have you felt like this when you have realised that your CRM cannot deliver? . . .
A potted history… • 30 years ago: Paper records in a big old filing cabinets. Emphasis on status-driven benefits and physical products/services and events. • 20 years ago: Basic DOS/Unix databases with hardcopy records stored. A move to service led and support orientated products and services. International market starting to open up. • 10 years ago: More powerful back office databases for Windows and separate basic websites. More emphasis on support and input-driven continuing professional development. International offerings increase. Millennium issues push organisations to upgrade/replace. • 5 years ago: Back office + website start talking to each other. Online joining, members able to update their records, pay for products and services online. Some membership orgs go ‘international’ • 2 years ago More advanced integration, virtual services, outsourcing, competency-based continuing professional development opportunities. Many membership orgs now ‘global’.
So what is your relationship like with your CRM? Happy Dreamy Whatever Unhappy Very Sad Plain Miserable
Activity 1: You and your CRM system… (10 mins) a) Establish a spokesperson, a scribe and give your group a name b) Individually rate your CRM on your ‘individual’ worksheet c) Share your individual ratings and give your group an overview on how you use your CRM system. Scribe to collate anonymous individual ratings on group worksheet.
Activity 2: What is important to you? (15 mins) Establish a spokesman, a scribe and give your group a name a) As individuals rank the following on individual worksheets, gain a consensus and rank importance on the group worksheet • • • Value for money Functionality Ease of use Integration with other systems Reputation of provider After care service b) As a group try to rank these requirements – Scribe to collate on group worksheet c) Spokesperson to feedback to the conference
Group report back to the conference… • • • Value for money Functionality Ease of use Integration with other systems Reputation of provider After care service
What you and your organisation might want… • • • Online joining, renewals & recommend a colleague (with sync functionality) Online credit/debit card payments (joining & shop) Online (paperless) direct debit set-up functionality (back-office and web) Ability for members to update their membership records Online exams with results integration Input & output-based online CPD schemes + hosting Integrated online surveys/questionnaires Online forums with intuitive product/service recommendations Less hardcopy membership applications
Activity 3: What I want now… (10 minutes) a) Discuss your top 3 ‘wants’ with your group b) Scribe to collate top 3 ‘wants’ on group worksheet c) Report back to the conference
Full Integration – This way forward?
Back Office Database CPD, Events, Exams, Financial Packages, Fundraising, Marketing, Online Surveys, Online Newsletters, Shop, Training, Website
Activity Four: Full Integration – The way forward? As a group: Should we strive for total integration? Yes / a) What is the main risk relating to ‘full’ integration? b) What is the most important functionality to integrate? c) What would you never integrate? 10 Minutes for this task… No
Desirable future functionality for your organisation… IN THE BOX… Functionality that is partially available and on its way…
Referral Scheme Online Subs Payments & Accounting Submission of contacts Integration of paperless DD functionality Tracked email/form Auto confirmation & reward Easier integration with accounting systems Automated receipts & Member Area Access Integrated Events Booking Auto-Generate and email of bar-coded tickets Integration of outputbased CPD and event booking Recommend an event to a colleague functionality Truly integrated Exam Software Adaptive questioning Results immediately logged in back-office On-failure automated rebook and services communications
Desired future functionality for your organisation… OUT OF THE BOX… Work still in development
RCGS Shop (80 credits) Latest RCGS News: -New: Body of Knowledge v 2 -Sale: Customer service advice Sheet - Coming soon – Recession planning 06/06 – New President announces Peer Review Accreditation Local Events 28/05 – RCGS adopts MAP Code of Conduct for staff Regional Conference Westminster Book HERE 25/04 – RCGS calls for members to lobby local MPs 23/04 – Members earn £ 5 k per year compared with non-members
We have had: - In the BOX… - Out of the BOX… All good! But, now for some Member. Wise Advice: ‘Avoid sh*t Boxes…’
Introducing the Sh*t Box… No really! £ 14. 99 from Firebox. com (No Member. Wise Discount!) ‘FAD’ functionality…. Great for a short time (e. g. at a festival), but you probably wouldn’t want to keep it…. You will either not use it or simply throw it away…
Examples of potential fads: • Linking back office with online social networking content • Full e-newsletter integration • Having a module simply because it is there ‘We have bought the CPD Module so lets bloody well use it!’
Some advice from Member. Wise if you are considering replacing your current CRM system…
• Replacing or upgrade your CRM every 5 years • Consider employing professional consultants to help you procure • Map your processes out clearly and place them at the front • Security of data is key – Ask about penetration testing of web database etc • Do your research – Talk to fellow membership organisation customers! • Be weary of systems require constant ‘work-arounds’ • Communicate clear requirements (right down to the finest detail) • Put legally binding contract in place with service level agreement (SLA) • Don’t forget accessibility – Remember the Sydney Olympics website?
Activity 5: Who should lead the way when it comes to development of CRM systems… - Us? - Suppliers? - A bit of both?
Overview of CRM-related product and service providers on Member. Wise: Website features the following organisations offering discounts of between 10% and 40% off RRP:
How to use Member. Wise 1. Visit www. memberwise. org. uk 2. Visit the IT – CRM/Database page 3. Browse providers & associated info & advice (including client lists) 4. Once you have found a suitable provider, visit their website and click ‘Obtain Discount’ 5. Member. Wise will then issue you with a unique discount code and get ready to save! If you have any questions or queries please do not hesitate to email: crm@Member. Wise. org. uk
361 Subscribing Organisations Well known examples: include: Agricultural Industries Confederation Association for Project Management British Bankers' Association British Medical Council British Retail Consortium British Psychological Society Chartered Institute of Architectural Technologists Chartered Institute of Personnel Development Chartered Society of Physiotherapy College of Optometrists Confederation of British Industry Council of Mortgage Lenders CPD Institute Crafts Council e-skills UK Engineering & Technology Board Energy Industries Council Finance & Leasing Association Home Builders Federation General Medical Council General Optical Council Institute of Certified Public Accountants in Ireland Institute of Payroll Professionals Institute of Healthcare Management Landscape Institute Professional Lighting & Sound Association Royal College of Radiologists The Higher Education Academy The King's Fund The Open University
Contact Details: Richard Gott crm@memberwise. org. uk 020 72232450 07968 760289
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