Association Insight International & European Association Insights Winter 2015 | Page 36

Association Insights

Association Success Story
NETWORK

Background
continued

»

The SEB offered multi-year membership options but members were not able to
opt for a multi-year membership online at renewal point. They had to do so by
contacting the SEB office

» The SEB had a fixed membership year which ran from 1 October to 30th September.
No pro rata option was offered due to the nature of membership benefits offered.
This caused discontent amongst members as they were asked to pay for a full
year of membership regardless of when they joined. It was also a barrier for
joining the organization as most people would wait until the beginning of the
membership year to join in order to benefit of a full year of membership. New
member application numbers therefore declined between July and September.

Membership database was not integrated with Events database
» This meant that the SEB had no means of seeing which members attended our
conferences but also that members would have to provide their full contact
details and demographic details each time they registered for an event
» In addition we would rely on the member’s honesty to select the appropriate
registration fee for their category as the registration was not integrated with their
member profile

Member’s Area
» The member’s area was not very informative about member’s accounts. There was
a lack of information about member’s expiry date, their membership category,
and their membership history (i.e. length of time they had been a member for)

Activities

With a clear idea of how we wanted to improve our processes and services to
our members a new CRM system was selected that had the potential to develop
solutions for our existing problems.
With the implementation, development and customization of the system, attention
to detail from staff and thorough testing and re-testing of processes the following
improvements have been made to the processes, which resulted in improved
member experience when dealing with SEB but also in significantly reducing
administration time for the SEB staff.

1. Online new member application form
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