Canadian Blood Services - Implementation of CRM Campaign Management Kevin MacDonald

LEARNING POINTS CBS uses CRM Campaign Management capabilities to automate and optimize call lists based on information from external systems.

CBS creates a single application consisting of both SAP and non-SAP components. CBS creates customer lifecycle campaigns (recruit / contact/ remind) to promote customer engagement.

Campaign Management Solution

Who Is CBS? Canadian Blood Services (CBS) is a not-for-profit, charitable organization who manages the blood and blood products supply for Canadians Over a million whole blood and apheresis donations from volunteer donors will be made this year Blood is collected at blood donor clinics held across Canada with the exception of Quebec

CBS manages donations by appointment

LEARNING POINTS

CBS Statistics 22,000 Clinic Events a year 43 Permanent Collection Sites 1000 Mobile Sites 16 Apheresis Sites Serving 550 Hospitals

3,480 employees(FTEs)

National Contact Centre 24 x 7 Operations (Inbound/Outbound)

Call Volume per month: 400,000 Recruitment calls 60,000 Appointments booked 60,000 Inbound calls answered 20,000 Nursing calls 13,000 Live Reminder calls

AVM and Email Volume per month: 12,000 Recruitment Emails 90,000 AVM Reminders 4,000 Reminder Emails

The AMS System SAP CRM 7 750 AMS Users 5 User Roles Single integrated system SAP CRM Interaction Centre Non-SAP components displayed through custom BSPs Single Sign-on for third party apps

Campaign Management Solution

Goals of the Campaign Management Solution

Align to strategy to recruit, schedule and retain donors
Form a foundation for marketing and recruitment Assist in donor retention

Support current collections target and future business model Provide a flexible appointment booking solution Align appointments to blood type targets Increase recruitment channels
Deliver efficiency and productivity gains Eliminate multiple platforms at the front-end of business Provide effective set of tools to manage relationships Improve customer service to donors

CRM Campaign Management

AMS Campaigns
Event Planning
Real time link to Event Management System Changed Events automatically put on hold fed real time to CRM campaign automation

Scheduling
Create Appointment slots Copy schedules Appointments Impacted if event hours change fed real time to CRM Campaign Management

CRM Campaign Management

AMS Campaign Functionality Campaign Management Processes Recruitment Campaigns Reminders Campaigns Ad hoc Campaigns

CRM Campaign Management

Automated Recruitment Campaigns - Segmentation Creation Based on upcoming Events Multi-channel 3 week process Email first week Call list second and third week Selection Eligible Donors favourite location same as event No future appointment No previous contact for 21 days Target List Uses available slots, applies uptake ratio Blood type distribution Priority set based on nearness of event date and percent booked

CRM Campaign Management

Automated Reminder Campaigns

Creation 3 days prior to Event Email 2 days prior to Event Automated Voice Messaging (AVM) 1 day prior to Event AVM second try 1 day prior to Event Live Call Selection Appointment booked more than 3 days before event Reminder preference respected Target List Flow down of donors between lists Results visible in contact history

Ad hoc Campaigns

Creation By Campaign Staff at the NCC (users - not SAP IT) If automated campaigns do not satisfy needs Special recruitment drive Standing Orders (Donor Care / Apherisis/ Lapse) CRM Graphic Modeler Build target group Multiple attribute lists

CRM Campaign Management

Campaign Automation Automation includes Creation Assignment (Org Structure to Call Lists) Deactivation Archival Email and AVM Campaigns Create Idocs based on appointments /eligible donors Convert to XML file FTP to service providers for processing Receive response from service provider Convert back to Idocs Update donor interaction history within User Interface

RETURN ON INVESTMENT Efficiency gains Staff reductions

Elimination of paper recruitment lists

Call lists optimized to meet targets Integrated calling with scheduling

BEST PRACTICES Include time and resources project plan to deal with integration issues Ensure Campaign Management user base is fully trained to use this key functionality

KEY LEARNINGS SAP CRM Campaign Management can be used to automate multichannel campaigns triggered by upcoming events. SAP CRM can be updated from a variety of sources in real time and through daily batch processes Campaign Management is key functionality for your Business to connect with your customers.

THANK YOU FOR PARTICIPATING

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