COMMISSION 
AGENDA MEMORANDUM                        Item No.          6c 
ACTION ITEM                            Date of Meeting        July 9, 2019 
DATE:     July 1, 2019 
TO:        Stephen P. Metruck, Executive Director 
FROM:    Julie Collins, Director, Customer Experience & Brand Strategy 
Pearse Edwards, Senior Director, External Relations 
SUBJECT:  Port Customer Relationship Management Software System (CIP #C801108) 
Amount of this request:               $1,400,000 
Total estimated project cost:           $1,400,000 
ACTION REQUESTED 
Request Commission authorization for the Executive Director to (1) proceed with the Customer
Relationship Management software system implementation project; (2) execute a contract for
software and vendor implementation services; (3) use Port staff for implementation and (4)
execute a contract for up to ten years for software license, service, and maintenance fees
estimated at $2,400,000. The amount requested for project implementation under this
authorization is $1,400,000. 
EXECUTIVE SUMMARY 
The purpose of this authorization request is to procure and implement a Customer Relationship
Management (CRM) software system configured first for Aviation Customer Service, External
Relations, and Commission Staff but with the capabilities and capacity to later expand Portwide.
Today, the collection, response, and tracking of customer and constituent comments,
questions, and outreach are fragmented across organizations and customer growth and social
media prevalence make it impossible to appropriately manage the influx of feedback. With the
implementation of a robust CRM solution, Port organizations can utilize a shared system to
maximize contact information, manage two-way communications, and more efficiently execute
strategies for customer service or communication improvements. 
Information  &  Communications  Technology  (ICT),  Aviation  Customer  Service,  External
Relations, Commission Staff, and Central Procurement Office (CPO) will be involved in this
project  estimated at $1,400,000. Software-as-a-service subscription fees are estimated to
increase from $80,000 in 2019 to $300,000 in 2025, as users are added. Future recurring license
costs will be budgeted within the ICT operating budget. 


Template revised January 10, 2019.

COMMISSION AGENDA  Action Item No. 6c                                   Page 2 of 4 
Meeting Date: July 9, 2019 
JUSTIFICATION 
This project includes several important benefits: 
(1) Directly supports communications and customer service business requirements, goals
and objectives of Aviation Customer Service, External Affairs and Commission Staff. 
(2) Improves ability to build better relationships with customers, constituents and partners. 
(3) Provides  tools  to  meet  the  more  sophisticated  expectations  for  social  media
engagement demanded by customers today. 
(4) CRM solution provides valuable workflows, marketing automation, business routing
rules and analytics that save months of manual effort by port staff across several
departments. 
DETAILS 
Aviation Customer Service began using a CRM solution to capture, respond, and track customer
comments in 2011. In 2017, the CRM functionality was expanded to include social media
comments, also used by External Relations. This project builds on initial successes in Aviation
with features to improve communications and port-wide collaboration. 
Maximize contacts across the Port in a single, comprehensive database 
Manage two-way communication with identified contacts and public comments using a
wide variety of communication methods 
Facilitate event management and communication 
Support automated comment workflow and routing to appropriate response groups 
Implementation to other Port organizations and new features will be completed with
subsequent projects as needs are identified and resources are aligned. 
Scope of Work 
(1)   Procure vendor services to implement a CRM solution for Aviation Customer Service,
External Relations and Commission Staff. 
Schedule 
Commission Authorization                      2019 Quarter 3 
Procurement Completion                       2019 Quarter 4 
Implementation                                2020 Quarter 4 
Cost Breakdown                                      This Request           Total Project 
Vendor Implementation Services                         $1,100,000            $1,100,000 
Port of Seattle Labor                                          $300,000                $300,000 
Total                                                          $1,400,000              $1,400,000 

Template revised September 22, 2016; format updates October 19, 2016.

COMMISSION AGENDA  Action Item No. 6c                                   Page 3 of 4 
Meeting Date: July 9, 2019 
ALTERNATIVES AND IMPLICATIONS CONSIDERED 
Alternative 1  Procure and implement a comprehensive CRM solution. 
Cost Implications: $2,100,000 
Pros: 
(1)   Able to design CRM features with more department stakeholders at the table. 
(2)   Expanded list of users and features at project completion. 
Cons: 
(1)   More complex implementation, which adds cost and schedule risks. 
This is not the recommended alternative. 
Alternative 2   Proceed with a reduced scope CRM solution  limited initially to Aviation
Customer Service, External Relations, and Commission Office. 
Cost Implications: $1,400,000 
Pros: 
(1)   Smaller initial outlay in capital dollars and slower growth in recurring license costs. 
(2)   Supports slower-growth technology adoption strategy to build value and ownership
across Port departments and users. 
(3)   More focused vendor services contract. 
Cons: 
(1)   Limited initial user group and features. 
This is the recommended alternative. 
FINANCIAL IMPLICATIONS 
Cost Estimate/Authorization Summary               Capital        Expense           Total 
COST ESTIMATE 
Original estimate                                 $1,400,000               $0      $1,400,000 
AUTHORIZATION 
Previous authorizations                                   $0               $0               $0 
Current request for authorization                $1,400,000               $0      $1,400,000 
Total authorizations, including this request       $1,400,000               $0      $1,400,000 
Remaining amount to be authorized                    $0             $0             $0 
Annual Budget Status and Source of Funds 
This project was not included in the 2019-2023 capital budget and plan of finance. $400,000 for
estimated 2019 funding will be transferred from the IT Services Technology Small Cap CIP,

Template revised September 22, 2016; format updates October 19, 2016.

COMMISSION AGENDA  Action Item No. 6c                                   Page 4 of 4 
Meeting Date: July 9, 2019 
C800012 and $1,000,000 estimated for 2020 funding will be transferred from the IT Renewal
and Replacement CIP, C800097 for no change to the plan of finance. The project will be funded
88.2% Airport Development Fund and 11.8% General Fund. 
Financial Analysis and Summary 
Project cost for analysis              $1,400,000 
Business Unit (BU)                  Corporate division allocations to Aviation 
Effect on business performance     NOI after depreciation will increase 
(NOI after depreciation) 
IRR/NPV (if relevant)                NA 
CPE Impact                        Less than .01 
Future Revenues and Expenses (Total cost of ownership) 
10-year software-as-a-service subscription costs estimated at $2,400,000 will be budgeted in
the ICT operating budget beginning in 2020. 
ATTACHMENTS TO THIS REQUEST 
Customer Relationship Management Presentation 
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS 
None 









Template revised September 22, 2016; format updates October 19, 2016.