As headline sponsor for our third year, we brought both our own and our clients expertise and experience to provide a lively panel discussion and an engaging round table session. So, what was discussed?

Brand authenticity – the key to member trust and engagement?

Emma Barrett from the Faculty of Sexual and Reproductive Health described her journey towards building their brand authenticity. They went through an exercise of brand discovery which included stakeholder, staff and member interviews. The outcomes of which helped to define their position, establish their voice and in turn provide one for their members. They use their connectivity to deliver personalised user experiences (UX) and a blog space that harnesses the power of member generated content.

Harnessing the power of your data through integration

Brendan Harris from Coeliac UK focused on the power of integrated data in tailoring UX to guide their 65,000 members, both professional and personal, through information on how to live well with Coeliac disease. Coeliac UK provide their members with access to an immense amount of data both via their website and Apps; from information on 110,000 gluten free products, to the second largest gluten free recipe database (second only to the BBC). They host an eating out guide, and can make food and recipe recommendations based on the full spectrum of a user’s dietary needs and preferences. It’s been a huge project to pull all of the data together, understand user/member behaviour and segment the data to bring value to membership and enable membership to be relevant to everyday life. Brendan spoke of the impact of GDPR on their approach to holding personal, ethnicity and health data and also spoke of their ongoing commitment to optimising their user journeys.

Redefining an industry through empowering member engagement

Francois Josserand described the evolution of the Tenancy Deposit Scheme from a ‘prehistoric’ paper-based organisation. Moving their entire operation online through adoption of integrated CRM and CMS systems has transformed their operation and enabled them to put their users at the heart of their organisation. Providing an online platform for interaction to take place in an informed and transparent way has reduced the former dependence on adjudication and resulting costly legal action to less than 1% of cases. Their plans for the future include further automation for detecting potential issues and increasing the processing speed and capacity resulting in reducing the resolution time of cases.

Taking responsibility

Ian Holloway described the cultural dynamics of the Royal College of Veterinary Surgeons position as a regulatory body tasked with regulating the profession and maintaining public confidence in it. He shared on the responsibility of holding the most comprehensive set of data on the veterinary profession in the UK, and the need for being open and transparent, whilst respecting individuals rights to privacy. Holding those things in tension, providing the public with the ‘Find a Vet’ directory, whilst protecting members rights under GDPR has presented some unique challenges and parallel opportunities which they are exploring for the future good of the organisation, the profession and the general public. It’s taken a shift in culture and acceptance of change to get their transformation journey started, but he encouraged the audience as to it’s possibility. Interestingly, ‘culture’ and associated issues came up in the afternoons round table as a significant barrier to change.