For more details on this project

View the webinar recording at

TeamHeller.com/webinar-case-management/

View the video and download the case study from

TeamHeller.com/ccssk

CRM Strategy

CRM Implementation

Engagement & Marketing

Who we are

Andrew CaswellAssociate Executive DirectorCanadian Cancer Society, Saskatchewan

Cathy MooreSenior ConsultantHeller Consulting

Where is Saskatchewan, Canada?

About the Canadian Cancer SocietyEstablished in 1938 and one of the most trusted and recognized charities in Canada

Community-based grass roots organization –over 100,000 volunteers across Canada, 75 years

The Canadian Cancer Society is leading the fight for LIFE:

• Lead cancer research to better prevent cancers

• Influence public policy for quality cancer care everywhere in Canada

• Focus support programs on the greatest needs of patients and caregivers

• Engage more Canadians in the fight against cancers Largest charitable funder of cancer research in Canada

Salesforce Platform

• Revenue streams• Donations • Registrations• Ticket sales• Product sales• Major & planned

gifts• Sponsorships &

Gift-in-kind• Customized special

event management• Money

Management• Bank deposits• Individual & batch

transaction entry• GL coding• Tax receipting• Bank reconciliation

ADVOCACY • PREVENTION • SUPPORT • FUNDRAISING

360-DEGREE VIEW • 360-DEGREE ENGAGEMENT

SALES SERVICE MARKETING COMMUNITY APP EXCHANGE

• Case Management• Internal tech support• Receipt inquiries• Public inquiries• Email-to-case• Phone• Web-to-case• Live chat• Chatter actions• Chatter-to-case

• Live chat• Social customer

service• Knowledge base

• Social engagement• Listen• Publish• Engage• Analyze• Live chat

• Email marketing• Email automation

• Social intranet• Customer

community plus for leadership volunteers

• Learning tools• Knowledge• Content libraries• Content deliveries• Almond LMS• Screen steps• Vidyard

• Chatter• Internal & external

collaboration

• New Voice Media• Luminate• Form Assembly• Almond LMS

Salesforce for Volunteers

• Barcode Zone• Conga• ScreenSteps• Vidyard• Geopointe• Roll-up Helper• Action Grid• Dashboard &

report packages

We’re going to focus on:Program management using cases• Financial assistance

Multi-Channel Engagement Centre• Inbound/outbound calls

• Inbound/outbound emails

• Social customer service

• Web-to-case

• Mission program intake

• Fundraising coaching & engagement

What are cases?

Cases is just a name• Support case

• Helpdesk ticket

• Customer request

• Inquiry

• Grant application

A way to track requests, applications, questions, etc. that come in and manage the process behind those things, and ensure exceptional customer service.

Information or question comes in, we process it, and something happens as a result.

Wide use of cases – 15 record typesInternal support• IT support

• Internal access control management

• Graphic design & production

• Social media publishing requests

Public inquiries & Inbound communications• Faxes

• Voicemails

• Emails

• Web inquiries

• Walk-ins

Mission management• Presentation, Speaker & Display

requests

• Financial Assistance

• Material requests

• Research travel grants

Media enquiries

Vendor related correspondence

Fundraising customer service

Receipt requests

How we manage case load

Triage• Assignment rules

• Escalation rules

• Queues

• 2-3/per day

• Moved from internal email to case to open case in system• Respecting case record type

• Getting more accurate & complete information

• Faster triage & speed to close

Currently at around 88,000 cases

BEFORE

AFTER

black hole

Why we use cases for these functionsOffers process management

Customer service• Standards

• Nothing gets lost

Knowledge retention

Automation

Communication templates

Reliable information to inform decisions• Metrics – data that allows you to make informed

business decisions about programs, resource allocation

• Trends – what the critical issues are, where to invest in training, etc

Financial Assistance Program Overview

Means-tested

Referrals from cancer treatment centres

Financial assistance for help with getting to and from treatment

Cash payments for transportation costs, hotel costs

Direct reimbursement to cancer patient lodge for accommodation and to cab companies for fares

Interacts with our volunteer drive program

Also triggers intake & introduction for other programs and services (emotional support, seminars, etc)

Financial Assistance The Case Record Type

From application through to payment, with checks for eligibility and calculations to limit total disbursement caps

Cases object

Custom object for payments

Fax-to-case

Formula fields to verify means-testing and other eligibility criteria

The case itself determines approval vs ineligible status

Manages deadlines & case expiry (12-months after approval)

Financial Assistance Demo

The Engagement CentreThe Engagement Center evolved out of a few things – declining event revenues, increasing dissatisfaction of event participants, cancer survivors, volunteers.

Something significant had to change. We set out to increase our engagement with and improve our customer service to those groups, and the people in SK in general.

A New Model: Specialization

EngagementcentreSpecialistslocatedanywhere

A Network for Each Activity or Event

EngagementcentreSpecialists

anywhere

ChampionVolunteers

Contractstaff

Methodical Outreach

ChampionvolunteersContract

staff

Engagementcentre

Specialistsanywhere

ParticipantsAttendees

‘Dayof’volunteers

Designing the Business Processes

• 8 weeks to Go Live

• Dreamforce

• Engagement journeys -> Business process

• Salesforce implementation• CTI

• Configuration

The Solution in Salesforce

Sales Cloud

Call Center

Cases

Activities

Campaigns

Marketing

Cloud

Cases MarketingCloud

Donors

Participants

Volunteers Board Members

Prospects

Clients

Staff

@

Results: Engagement Center Post Interaction

75%

24.5%0.5%

Positive shift in sentiment No shift in sentiment

Negative shift

Sentiment shift

98%

2%

Thumbs up Thumbs down

Post interaction survey

More Results: More money raisedParticipant

Engagement Metrics

58%

68%

27%18%

Average Raised Per Participant

$137

$61

Engagement journey group

Control group Engagement journey group

Control group

■

■

■% of participants raised $0■% of participants above goal

Additional Results

• 500% increase in registrations for cancer survivor retreats and prevention events

• Communities and local leaders report feeling that the Society is giving back, not just taking out of their communities

• Response to post event thank you calls was phenomenal: gratitude and desire to connect

• 300% increase in signups for Reminder For Life (prevention program automated by Salesforce)

• Year-round engagement

• Ability to respond to challenges quickly and turn them around

• National market research showed that a significantly higher percentage of people in SK felt the Society made a difference in the lives of people living with cancer than in other provinces, and this number was highest with Relay For Life participants.

How do we approach development?

As with our approach to cases, we started with what the current situation was, what the pain points were (for internal and external people), and we set about to design the engagement journey we wanted to provide for these groups.

Analyze Need

Define Goals

Design Process

Build Solution

Train & Launch

Two use cases – Lessons learned

• Start with the business challenge and solution/strategy

• Don’t be too quick to jump to cases as the solution

• Think beyond the cases you're working on now (naming conventions etc)

• Think about your primary users• Users will always find a way around required fields• Investment in the build vs likeliness of adoption

Part 1

Two use cases – More lessons learned

• Don’t just build it and turn it over to the users• Set and monitor clear expectations around what

customer service means and what the standards are

• Take time to train people using business processes

• Monitor use & correct/Reinforce as appropriate• Review pain points on regular basis; address if

possible• Ensure the old process is phased out, rather than

duplication of processes• “I don’t have time to do it in Salesforce because I am doing

all this other stuff”

• Sticky notes

• Resistance needs to be managed actively

Part 2

Two use cases – Still more lessons learned

• Managing multiple record types with 36 standard and 413 custom fields can be challenging• Validation rules• Web-to-case forms

• Layout management

• Naming conventions

Part 3

How we approach a new case record typeLook at existing program• Existing methods for managing work

• What can be automated

• Where are the heavy manual elements?

• What are the customer touchpoints

Think about the primary user & consumer

Design

Build

Training & launch & post-launch

Analyze Need

Define Goals

Design Process

Build Solution

Train & Launch

How we approach a new case record type

Analyze Need

Define Goals

Design Process

Build Solution

Train & Launch

Look at existing program

Think about the primary user & consumer• Metrics required

• Investment in the build vs likelihood of adoption

Design

Build

Training & launch & post-launch

How we approach a new case record typeLook at existing program

Think about the primary user & consumer

Design• Small team

• Case vs object

• New record type or leverage existing

• Map out the desired process

• Review, review, review with the relevant teams

Build

Training & launch & post-launch

Analyze Need

Define Goals

Design Process

Build Solution

Train & Launch

How we approach a new case record typeLook at existing program

Think about the primary user & consumer

Design

Build• Naming conventions

• Sandbox

• Test - Try to break it

• Agile methodology

• Admin team involvement & knowledge

• Move to production

Training & launch & post-launch

Analyze Need

Define Goals

Design Process

Build Solution

Train & Launch

How we approach a new case record typeLook at existing program

Think about the primary user & consumer

Design

Build

Training & launch & post-launch• Check-backs

Analyze Need

Define Goals

Design Process

Build Solution

Train & Launch

thank y u