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C3i to Provide CRM Support for United eWays Campaign Management
TMCnet Contributing Editor
United eWay’s Campaign Management and Processing and Distribution services currently being used by over 1,400 local agencies and clients will receive support from C3i, a provider of CRM and end-user support services.
As an integrated suite of products and services organization, United eWay was built to efficiently enable community-focused impact activities. The organization operates as a wholly-owned non-profit subsidiary of the United Way of America, the national leadership organization for the United Way system.
Organizations and donors that utilize the United eWay Campaign Management Solution will receive customer support from highly trained C3i support agents. As a result, United eWay will be able to reduce IT and support costs as well as to improve customer service levels to online donors.
More than 800 organizations conducted their pledge-capture and campaign management functions through this service in 2005. While the campaigns ranged in size and type, they included campaigns of significant scale such as Fortune 100 corporations with thousands of employees donating tens of millions of dollars. United eWay distributed money to roughly 2,000 recipient organizations by way of these campaigns each month.
Rhonda Veugen, chief support officer for United eWay noted that C3i’s rich set of customer support services, flexibility and ability the rapidly scale its operations enables United eWay to reduce overhead costs and significantly improve customer satisfaction. With C3i’s proven on-boarding plan and secure technology infrastructure, United eWay will be able to strategically respond to the critical needs of the business.
According to Dave Hanaman, chief sales and marketing officer of C3i, world-class non-profit organizations like the United eWay demand high-quality customer support that enables them to appropriately manage their costs from peak and non-peak call volume periods. Only C3i can offer a complete blended and global delivery support model that meets and scales to United eWay’s growing operations and unique support requirements.
United eWay will receive support services from C3i that will include a blended on-shore and off-shore delivery model. Support during business hours will be provided from C3i’s operations center in Morristown, New Jersey and after-hours support will be provided by C3i’s Global Operation Center in Sofia, Bulgaria.
CRM provisions in the non-profit sector are interesting in that its approach should be very similar to that of the for-profit sector – maximize the complete customer experience. In the case of the United eWay, not only is the organization non-profit, but it is also asking for money to be donated to support its numerous causes; this requires a whole different approach than your standard customer service expectations.
There will always be an inherent challenge in the business field of maintaining the customer base through exceptional customer service. The challenge is somewhat different in the philanthropic field as donors are not only parting with their money, it is also more of an emotional decision to do so. Actions done out of emotion must be handled more carefully than those done out of rational business decisions. There is more competition today for charitable dollars than ever before. The United eWay is charged with not only securing as many donation dollars as possible, but also ensuring that the donor does not decide to place their philanthropic dollars elsewhere.
United eWay has made an intelligent move to employ C3i to handle the customer or donor side of the business. C3i has proven its ability to manage customers effectively. And, since the partnership is enabling United eWay to reduce overhead costs, more donor dollars can go to those for which the organization was founded in the first place.
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