Retention Marketing Program

Presenter: Nona Chigewe

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Objectives & Background

To develop a retention marketing program for the HR Certification Institute to ensure full marketing and operation efforts have been utilized to retain our current customers to include status: • Recertification • Lapsed • Failed-Not yet successful

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Why a Retention Marketing Program?

Cost more to obtain a new customer than it does to keep current customer

Build & create customer loyalty

Close the gap between lapse/expire & new certificants

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Retention Universe As of August 2010

Applicant

Pass

Year 1 29,943

Year 2 32,551

Year 3 28,772

Lapse 10,119

Fail

~18,000/ year

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Exam Application Process

Apply Online

Email confirming application received

When eligible: auto email sent w. description on retrieving ATT letter

Candidate retrieves ATT letter from profile & follows instructions

Candidate schedules exam date & time w.

Prometric

[Applying for the Exam Online]

Paper applications: Once payment processes & scanned into system process begins from top of workflow

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Newly Certified [Candidate passes the exam & 1st Year Communications]

Receive pass message on Prometric computer

Preliminary Score Report received at testing site

PES mails score report, certificate, & pin –2-3 weeks

post exam

Newly Certified Mailing – occurs 3 times in testing

period (4-6 weeks post exam)

1st Recert Reminder email sent 6 months post new

certification

2nd Recert Reminder email sent end of 1st year w. invitation to webinar

Recert: Its Easier Than You Think Webinar (Archive on

web site)

Throughout: Recert . Tips,VRC, Cert Mail emails

If new certification is an addition to a certification already earned,

receives dual certification letter

Newly Certified Mailing – occurs 3 times in testing period (4-6 weeks

post exam)  

HRCI mails score report, certificate, & pin out to newly CA certificants

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Failed- Not Yet Successful

Receive fail message on

Prometric computer

PES mails score report

[Candidate fails the exam & 1st Year Communications]

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Years 2 & 3 Communications

Recertification Assistance & Reminders

Recertification Tips (Every 2

months)

Virtual Recertification

Chats (Monthly)

Certified Mail

(Quarterly)

Year 3 Recert

Reminder

Certificants in 2nd & 3rd year of cert cycle continually receive email marketing messages throughout cycle

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Lapse Communication (Recert Not Applied)

Lapse marketing email sent 4-5

months post lapse status

Telemarketing campaign call

General expiration email sent to former certificants 3 years

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Recert Applied-Complete

Email sent that app is received

Email sent that app has been approved

App manually updated in Certificant Management System

Recert Approved report ran

Congratulatory letter & updated certificate mailed

Paper apps receive payment due email if needed.

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Recert Applied Paper-Incomplete Phone call explaining why app is incomplete

Email sent if no response to phone call

Letter if no response to call or email

Up to four (4) letters sent until app is

complete or expires

Before expiring, last chance call, email &

letter sent

If ends up expiring manual expire letter

sent

If ends up completing, congratulatory letter &

updated certificate sent Note: No auto emails sent for paper apps

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Recert Applied Online-Incomplete After review, Recert Specialist

leaves comments in online app

Auto incomplete email sent advising certificant to review

app

Certificant has 2 wks to add addt’l info to complete app

Reminder email goes out about every 2 wks until app is

complete or expires

Before expiring, last chance call to those who are a few

credits away from recertifying

Email sent if no response to call

If ends up expiring auto expire letter sent

If ends up completing, congratulatory letter &

updated certificate sent

Note: Call includes talking through last chance date & assist on finding final credits

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Program Areas

1. Newly Certified

2. Failed – Not Yet Successful

3.Year 3/Lapse

4. Expire

5. Content Modification

6. Tours/Videos

7. Digital Engagements

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Newly Certified [Individuals receiving their certification for the first time or returning certificants who have expired. ]

Mailing Contents Tomorrow Add recertification end date

(cert cycle) to letter Newly Certified Tool Kit

Mailing Contents Today Letter w. url to Recertification

Handbook on web site Card w. User ID # and

password

Newly Certified Mailing

Letter sent to newly certified individuals 4-6 weeks post exam

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Newly Certified Tool Kit [Tool Kit- collection of recertification resources that is perceived as valuable tools to assist individuals in learning the importance and process of recertification early in their certification cycle.]

Video Intro

•  Have recert team member introduce kit and its contents. Explain how to use the kit and provide contact information for any questions that may come up.

Recertification Handbook

•  Provide detail description of recertification and process to recertify

•  Take place of hard copy that was once mailed & avoid individuals having to type url to download

Archive Recert Webinar

•  Provide presentation & link to archive webinar to view at own time & leisure

•  Include dates of next scheduled webinars

Virtual Tour

•  Include tools to assist w. a step by step walk through of how to add recert activities to online profile

•  Allow familiarity w. online profile & how to use to ones advantage

Recert Planning Tool

•  Create a worksheet w. tips on how to get started

•  Include a road map to walk through documenting recert activities participated in over 3 yr cert cycle (program of study)

Activities & Resources

•  Provide a listing & description of resources available via web site

•  Provide a schedule of Virtual Chats, email, & webinars to take place that year- direct web link

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Failed- Not Yet Successful [Individuals who have taken any of the certification exams and have been unable to successfully pass.]

Certificants mentor those who have failed the certification exam(s) by providing them

coaching and guidance in their careers and preparation for their next attempt on the certification

exam.

Mentor: Certificants who had more than one attempt before

successfully passing the exam and becoming certified.

Forum: Certification Matters, our blog will be used as the main

platform to bridge communication between mentor & mentee. Other

forums used determined by individuals involved.

Mentee: HR professionals who have attempted w. out success to pass certification exam(s) & are seeking assistance in achieving

HR certification.  

 Certification

Mentor Program

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Certification Mentor Program [Certification provides an expanded network to certified HR professionals. Our blog was included on our web site to assist in facilitating network connections.]

1 •  Connect HR Professionals

2 •  Keep unsuccessful test takers

interested

3 •  Provide a resource to applicants &

other HR professionals

4 •  Increase conversion rate from

applicant to certificant

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Certification Mentor Program [Program Goals: Expected outcomes of the Certification Mentor Program.]

•  Assist interested HR professionals & applicants with successfully earning their HR certification.

•  Assist interested HR professionals & applicants with career advancement & professional development-translate into recertification.

•  Provide support/resource to individuals who have not yet successfully passed their certification exam.

• Create a dialogue among HR professionals via our blog.

•  Provide forum that can be used to earn recertification credit.

•  Show our certified HR professionals that we are here to assist them in earning recert credit. Show HR professionals we are here to assist them in earning their HR certification.

Building customer loyalty w. current and future certificants.

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Certification Cycle Year 2 [Individuals in the second year of their certification cycle who are consider “risk” of expiring.]

•  Call those at “risk” of expiring •  In 2nd yr of cert cycle have less

than “40%” of activities entered in Online Profile

•  Mirror trend of expiring base on research

•  Other at “risk” groups

Telemarketing Campaign

•  Provide forum for certificants to chat directly w. recert team

•  Use social media to advertise chat dates drawing more traffic

•  Provide answers more specific to individuals’ needs & less general regarding recert process

Virtual Recertification

Chats •  Recert Connection Blog •  Recert tip emails •  Virtual Recert Counselor with

HR.com

Other Resources

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Certification Cycle Year 3 [Individuals in the third year of their certification cycle due to recertify.]

• Inform of recert end date • Number of credits to be earned w. in cycle

• Number of credits earned to date • Tips on activities that can still be done

• VRC session dates

Formal Letter 2 months post start of

3rd yr

• Reminder of recert end date • Tips on activities that can be used for recert credit that may be unaware of

• Instructions on adding activities to online profile

Email Reminder 6 months post start of

3rd yr • Provide forum for certificants to chat directly w. recert team

• Use social media to advertise chat dates drawing more traffic

• Provide answers more specific to individuals’ needs & less general regarding recert process

Virtual Recertification

Chats

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Certification Cycle Lapse [Individuals who have yet to complete the recertification process on/before their recert end date.]

• Notification of status & what it means to be “lapse”

• How to change status back to “certified” • Time frame in which they have left to submit activities before expiration

Formal Letter 2months post lapse

status

• Reminder of “lapse” status • Reminder of the importance of remaining certified

• Instructions on adding activities to online profile

Email Reminder 4-5 months post

lapse status • 45 minute webinar redefining “lapse status” & what is needed to remain certified

• Quick review of tying recert activities to Knowledge Base

• Provide recert activities that individuals have more than likely been engaged in that can be used for recert credit

• 15- 20 minutes presentation. 25-30 minutes Q &A

Lapse Webinar

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Certification Cycle Expired [Individuals who have yet to complete the recertification process on/before one year post their recert end date.]

Provide series of emails to certificant in their last month of lapse period

Send letter once certificant expires. Communicate how to become certified again.

Provide incentive to earn certification again

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Expired Incentive [Provide a motivator for earning HR certification again.]

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Offer 1 online assessment exam or study guide for applying for the exam

Partner w. SHRM Chp to offer some discount on membership or product for applying for exam

Partner w. SHRM or other organizations offering prep materials to provide discount for applying for the exam

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Content Modification [A review of current content sent to customers. Adjust language to content where necessary.]

Applicant

•  Auto emails •  ATT letter

Certification Awarded

•  Letter/score report

•  Newly Certified Mailing letter

•  Dual certifications letter

Recert Review

•  Communication emails sent

•  Communication letters sent

Recert Awarded

•  Auto emails •  Congratulatory

letter

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Virtual Tours [A series of different instructional tools walking certificants through the step by step process of adding recert activities to their online profile.]

Directional check list

Directional check list w. image map

GPS- visual & audio walk through w. screen shots

You Tube video guide

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Digital Engagements

Recert App

Web count down widget

Recert Connection Blog

Webinars

SHRMStore

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Recertification Mobile App

Recert Mobile

App

Certification Cycle dates

Overall credit hours required vs. credit hours

reported

If specific credit needed- break

out of what credits have

been earned to date vs. required

Ability to log credit hours via mobile device

Ability to complete online recert app via mobile device

Provide web links to recert resources &

content

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Web Count Down Widget

Count Down Widget

Located on every page

visited

Certification Cycle date

Number of days left

before recert end date

Credits required vs.

credits earned

Widget to appear on web site once a certificant has logged in. Widget to provide top vital information about recert status

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Recert Connection

Recert Connection

Blog

Communication forum for

Recert Team

Call out recert resources

Announce recert events

Area for certificants to

connect online

Widget to appear on web site once a certificant has logged in. Widget to provide top vital information about recert status

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Recertification Webinars

Recert Webinars

Newly Certified

Lapsed Strategic Business

Management

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SHRMStore

Create Icon to include in emails

Add SHRMStore blurb to congratulatory letter

Add SHRMStore blurb to Newly Certified emails

Provide certificants w. holiday promo/message  to  SHRMStore  

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Financial Risks & Opportunities

3 year recertification cycle

cohort –year one

cohort – year two

cohort - year three

AT RISK Presently, ~10K certificants are in lapsed/expired

mode representing approx. $1m

Annually, >40% of total year three

cohort ends up at risk.

~50% of lapsed

certificants end up expired

representing approx. $550K

25,719*

2010

Source: 2010 Balanced scorecard, Lapsed/Expired report August, 2010

Retention Program: Lapsed/Expired Opportunity Analysis

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Financial Risks & Opportunities

40K + applicants

in 2010

~45% (18k) will not pass

$1.6m  

Historically, 1 in 4 unsuccessful applicants(25%)

will retest

AT RISK Potentially,

13.5K applicants, generating

approx. $4.9 m

Source: 2010 Balanced scorecard (through Oct, 2010); Internal research project 2010

Retention Program: Unsuccessful Applicants Opportunity Analysis

4.5K + applicants

retest

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Financial Risks & Opportunities

Source: 2010 Balanced scorecard (through Oct, 2010); Internal research project 2010

Jan     Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec  2006   1616   715   852   1045   1502   2323   989   665   702   1209   1482   2850  

2007   1103   563   1061   989   1748   2580   669   479   774   1165   1575   2633  

2008   1370   673   1053   1312   1793   2669   1142   553   683   1228   2025   3347  

2009   1680   946   1136   1559   2102   3075   980   709   837   1352   2033   3618  

2010   1813   848   1153   1639   2183   3652   997   656   742   1429  

0  

500  

1000  

1500  

2000  

2500  

3000  

3500  

4000  

Per  T

housan

d  

By  Month  

RecerIficaIon  ApplicaIons  Received  

2006  2007  2008  2009  2010  

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Financial Risks & Opportunities

AT RISK Potentially,

13.5K applicants/certificants, generating

approx. $4m

$150  $368.75   $150  $150   $775  

Est. value per certificant across 9 years

2010 acquisition cost $50 per applicant

$725 difference

Acquisition Cost vs. Est. Lifetime Value

Source: 2010 Balanced scorecard (through Oct, 2010); Internal research project 2010 35