CRM, customer data and cake

Was CRM ever the final word on customer data? What is a customer data platform? How does it differ from a CRM and do you need one?

About this session

Customer Relationship management systems were often sold into third sector organisations as the customer database that could drive all relationship activity including fundraising. But in reality this didn’t exactly work out – marketing teams for example would often be using different “market automation” products that then needed to “stay in sync” with the CRM. For companies with large CRM databases and multiple campaigns on the go additional data tooling would be necessary to select targets for each campaign. Marketing teams would try and automate aspects of a campaign by putting these recipients into pre-orchestrated journeys but this caused further complications as the CRM didn’t know who was currently involved in what journeys. Further other supporters, members or beneficiaries might be signalling interest through channels like Facebook or the company website but neither the CRM or marketing automation tools would necessarily be aware of this unsolicited interest in your organisation. The martech industry would advocate the use of such behavioural data to perform “event based” marketing activated in “near real time” by “AI next-best-step algorithms” driven by your “360 degree customer data”.

In a world of diminishing attention spans, ad-blockers and the death of the cookie is this just hype or is this something third sector organisations need to engage with? What happened to CRM? What customer data do we really need to achieve our marketing, fundraising and service goals? And what is a customer data platform exactly?

In this session we will discuss customer relationship management as a business strategy and outline the underpinning data and technology capabilities you may need to realise such strategies. We will be talking about products that describe themselves as “CRMs” to products that describe themselves as “CDPs” and everything in between. Adapta will present this in a pragmatic, plain English overview of where we find ourselves today through our experience with numerous sector clients.

Additionally, we will hear from other third sector organisations about where they are on their technology journey to better find and engage their supporters, stakeholders or beneficiaries. 

What will attendees gain from attending this session?

Attendees should expect to:

• Have an opportunity to learn from the experiences of their peers in other organisations
• Find out more about customer data technologies that can be used by all parts of the organisation.
• Learn about the different technology options non-profits have to support their customer data plans

The programme

14.00 - Arrival and welcome
Adapta Consulting

Welcome to the event, introductions and overview of the agenda for the afternoon.

14:10 - What are organisations really trying to achieve through “customer relationship management” and what technologies might you need to deliver this?
Adapta Consulting

An overview of the history of CRM, what it failed to deliver in support of wider customer relationship management needs, why CDP’s entered the market and where this leaves charities today. Adapta will position CRM more as a business strategy and CDP more as the underpinning technologies.

14:30 - Case studies

Short practical case studies from speakers at various stages in their customer data journey.

Case study 1 - Hayley Perez, Head of Individual Giving and Stewardship and Onyeka Onochie, Database and Insight Manager, Juvenile Diabetes Research Fund
Hayley and Onyeka will give an overview of JDRF's digital marketing and fundraising efforts, and how their supporter and customer data (CRM) supports this. They will discuss the challenges they faced and share practical insights to overcome them.

TEA/COFFEE – opportunity to share learning with peers

Case study 2 - James Kliffen, Director of Fundraising, Médecins Sans Frontières / Doctors without Borders (MSF)
James will give an update on the progression of MSF's ambitious project which brings together CRM, finance, digital analytics and geodemographic data with AI and machine learning. He will also share how they migrated to Dynamics during 'lockdown' - with success - discussing the challenges he encountered and offering valuable tips picked up along the way.

15:45 - Discussion and feedback
All

A round table discussion and feedback.

16.30 - 17.00 - Review and close
Adapta consulting

Who should attend this event?

The session will draw on case studies from the sector and the subsequent discussion will cross the traditional departmental boundaries; so senior managers have been invited from finance, HR, fundraising, marketing and communications disciplines as well as those with information systems responsibilities.

To make a booking

Attendance is free and only open to charities, memberships, trusts and other non-profit organisations. Complete the online booking form, here.

Royal College of Nursing, 20 Cavendish Square, London, W1G 0RN