In this session, I’ll share how the eoa has transformed its approach to member engagement and retention through a digital-first strategy anchored in engagement scoring. As our membership doubled to over 820 organisations, we faced the challenge of scaling personalised support without losing the human touch.
We’ll explore:
- How we built a scoring model from scratch using meaningful data points across events, community activity, and benefit usage.
- The shift from instinct-based account management to insight-led prioritisation.
- How we tackled bias in organisational scoring to fairly compare SMEs and large enterprises.
- Real-world applications including our “At Risk” dashboard for proactive retention.
- Lessons learned, early impact, and what success looks like in the short, mid, and long term.
