Knowing how, when and why members engage with your organisation and combining this with an understanding of their profile can help drive individual journeys that will increase engagement and help to pre-empt churn and demonstrate the value of membership. But success relies on the collection of the right data, its management and use.
Many organisations are spending considerable sums on new CRM technology but fail to give due consideration to how to match their data management and analysis to help deliver the greatest benefit from the investment. In fact, research has shown that around 60% of all CRM projects that fail globally do so because of management’s lack of confidence in the data and once confidence goes, the team will abandon the strategy.
These masterclasses for associations combine valuable information and guidance with practical exercises you can do in the sessions and repeat in the workplace, to show how your engagement strategy and communications will benefit from leveraging two major assets of your organisation – your member data and your investment in CRM.
What you will learn
Through discussion and practical exercises, you will be taken through proven approaches for identifying data requirements and specifically how to manage data acquisition, management, analysis and application with the objective of improving the efficiency and effectiveness of your member relationships.
You will be introduced to the uses of data for segmentation, clustering and personalisation, with methods for analysing the data, that you can introduce immediately into your organisation, in order to understand your relationships with members and how to plan the member journey, to drive retention and advocacy and address churn.
You will be encouraged to consider new trains of thought in addressing member management, acquisition, retention and growth and will learn how to leverage your data, to become more efficient and effective in your membership management and communications
Who should attend?
- Managers of Communications, Marketing, and Membership wishing to transform their association's effectiveness.
- The Masterclass is equally applicable to individual member organisations / professional bodies and trade associations / business member organisations.
|PART 1: - FRIDAY 10 JULY|
|10:00||Welcome, Introductions & Objectives for the day|
The approach to data acquisition:
The blueprint for CRM:
Introduction to member relationship management:
Summary review & Close
|PART 2: FRIDAY 17 JULY|
|10:00||Welcome, Introductions & Objectives for the day including a quick recap of Part One|
The application of the data for engagement and relationship management:
Profiling and clustering:
Creating the Member Journey
|13:00||Summary review & Close|
The Masterclass includes:
- Course workbook
- Practical examples
- Case studies
- Group work
- Tutor's slides (after the session)
Early-booker (up to 1 June): GBP 395.00
Standard price: GBP 495.00
Prices are subject to VAT at 20%