Association Insight International & European | Page 29

Expert Briefing | Association Insights

MAKING BETTER TECHNOLOGY

DECISIONS

BY KIM ANSELL, KATHERINE GRIMSHAW
& ROGER GREENHALGH

EXPERT BRIEFING

Professional and membership associations need to use good
processes and appropriate technology to deliver a superior member
experience. Understanding what drives member value, high performing
partnerships and stakeholder relationships will determine how process
and technology can support member focused staff and must drive the
decisions the organisation makes about process, product and people.

PROCESS + PRODUCT + PEOPLE = SOLUTION
1 Enabling your strategy
Process excellence is no longer just about standardisation,
cost cutting, or quality. The key question now is ‘how is
workflow strategy creating value and delivering benefit’?
In order to get best value for always scarce resources,
before choosing and using new technology, the professional
association must identify
•T
 he problem that needs to be solved or the opportunity
that can be created

Example:
Association X identified clear issues with their ability
to meet their strategy, a common issue in many
professional associations over the last ten years.
-D
 epartments holding their own records/running
their own systems because of the unreliability of the
existing central one
-D
 on’t know if event delegates are members?

•H
 ow a technological solution fits with the business
strategy and objectives

-N
 o single customer view?

• How a specific technology fits with the IT Strategy?

They knew instinctively that they needed better
technology and processes.

You can then make the business case for investment.

www.associationsnetwork.org

-R
 unning two or more systems.

© Associations Network 2015 | 29