Overview:
CRM Evaluation and Software Selection for a Non-Profit public media radio and TV station with over 2 million listeners and viewers
Business Issue:
This public media organization engages listeners and viewers through radio, television, and multiple websites, collecting information on donors from each source. Their current system lacks integrated constituent functionality limiting the self-service capabilities, and requires manual data entry and the running of multiple reports from multiple systems to synchronize data and obtain comprehensive information on each listener, donor, and viewer.
Engaged to conduct an assessment of the business issues and missed opportunities associated with their current system and processes, determine the degree to which those business issues could be resolved by current CRM technology available in the marketplace, and select the most effective CRM tools to support and execute a more robust and improved CRM strategy.
Actions:
- Conducted an initial Assessment of business issues facing the organization
- Reviewed each functional area to identify business issues
- Determined which of these issues would be resolved through CRM strategies and technologies
- Prioritized the issues and their impact on the organization
- Created an effective evaluation framework to compare software alternatives
- Developed and distributed the RFP to selected vendors
- Conducted objective and guided vendor CRM software demonstrations
- Compiled the scoring results and recommended a CRM software solution and Action Plan to move from the current environment to the vision state
Projected Results:
- Established a 360-degree view of the customer from all radio, television, and web-based sources
- Lowered operating costs and improved quality concerns through the elimination of manual efforts
- Improved access to individual and corporate donor information to increase revenue dollars
- Established more efficient and strategic use of resources
- Increased brand image and awareness