It’s what you do with it that counts!
Data in a database, CRM is not powerful in and of itself, but in making educated decisions based on it, and putting it to work, data can be incredibly powerful. It’s this potential that got GDPR knickers in a twist around the May implementation deadline! Data (gathered with appropriate consent!) used with intelligence can benefit both an organisation and those that seek to connect - in whatever capacity - member, donor, stakeholder, visitor etc.
Building the connection foundation
Connecting your data source to your choice of communication medium/s (website, mobile app, email platform, etc.) through integration can empower your organisation to achieve your ‘dream’ objectives and reach new levels of audience engagement. This foundation can open up a world of possibilities, including personalising the user experience, imbuing them with a sense of mutual understanding. This foundation of connection yields further value in demonstrating a respect for their time, by delivering concise relevant content and recommendations of things that will benefit them (i.e. a CPD activity or course, we know through the data we hold, they are eligible to undertake).
Data has the power to connect us, to establish relevance and build trust.
Engaging with our audience in a more relevant way improves their perception of our brand, positioning us as experts and thought leaders, by serving them with experiences and content that resonates. Their sense of being in an engaging relationship is enhanced with demonstrably more tangible membership value, which in turn encourages their loyalty. On this foundation, the ultimate currency of trust can be invested and interest grown through recommendation.
Bringing the reality of ‘data-driven dreams’ home
The Tenancy Deposit Scheme used to receive huge volumes of mail needing to be scanned and filed before deposits could be lodged or disputes mediated in a massively manual process. Their evolution to a digital system has revolutionised their business to a point where now 99% of all disputes are received electronically. Bringing their mediation process into line with an evidence submission system, has reduced cases needing TDS intervention and adjudication by 25%. The new system has also set standards for the lettings industry as a whole, especially in the area of record keeping evidence-based processes. The efficiencies of this digitally empowered data-driven organisation have been of significant benefit to both the organisation and the schemes members.
Serving healthcare faculty members
The Faculty of Sexual and Reproductive Healthcare faced numerous challenges in connecting with their members and prospective members. Refreshing their brand played a large part in their evolution to present a smarter, more modern and professional image. Developing a new integrated website, with a wider range of online services aimed at adding value to membership, was another key component. Both their member acquisition and engagement have increased as a result of their transformation, seeing a 93% uplift in membership, a 328% rise in social media referrals and significant increases across their engagement metrics.
Using data to tame the beast of multiple audiences
Through gathering data via audience research and use of Google Analytics, the Royal College of Veterinary Surgeons identified that there were some specific ways they could tailor their online communication channel to improve the user experience.
In order to connect relevant user groups/audiences with appropriate information quickly and easily, NetXtra made a data-driven decision to introduce a means of navigating between their four audience and service specific microsites. This move has enabled targeted communication and provision of appropriate services.
As a result, initial Google Analytics data has confirmed that content discoverability has improved by nearly 5%. The simple addition of a “My CPD” button has also reduced CPD related searches by 91% YOY.
Inspiration for living well
Coeliac UK provide life enhancing resources to 64,000 members, helping them to ‘live well gluten free’. Through a commitment to an ongoing program of transformation, Coeliac UK has harnessed the power of their member data to provide a personalised and progressive range of member benefits, such as a venue finder and a food checker that even deals with other intolerances and preferences. They also operate outside of their membership in offering services such as advice to the medical profession and an online assessment which can prompt people to seek professional diagnosis.
At the recent Memberwise seminar, a member of the audience thanked them for their work, commenting how they ‘couldn’t imagine doing life without the food checker App’ which to date has in excess of 27,000 users. They are constantly reviewing their data to reinforce their expertise, build trust, engage with and add value to their membership.