The Royal British Legion


Membership growth strategy

The Royal British Legion (RBL) is a leading Armed Forces’ charity providing financial, social and emotional support to members and veterans of the UK Armed Forces, their families and dependants.

The Challenge

Whilst the Legion has a healthy membership base, it was concerned about future retention rates and wanted to understand what the experience was like for members across the different stages of the membership journey.

The Membership Team had initiated a series of projects to consider this challenge which focused on customer research and member experience.

The Solution

Customer Experience Mapping

Equantiis worked with the Legion’s Membership Team, some supporters and Novacroft (RBL’s mailing, distribution and customer service provider) to develop task maps for key parts of the membership journey from initial discovery of the Royal British Legion, through to renewing membership.

Each part of the journey highlighted the touchpoints involved and was awarded an emotional score to highlight a member’s positive and negative experience of the task journey and the opportunities to improve the internal processes which manage the member journey.

Understanding ‘As-Is’ and Mapping ‘To-Be’ Processes

Further workshops were held to document the ‘AS-IS’ processes behind some elements of the membership journey in order to enhance the experience. Novacroft also participated, which enabled an insight into the art of the possible when developing ‘TO-BE’ processes.

The Result

Equantiis identified a number of process improvement opportunities across 40 internal processes. The Legion was able to make immediate changes to some key processes to reduce the time it takes to action member requests and to transfer information internally. This has freed up resource to focus on more value adding activities and improved the member experience.

RBL now also has a roadmap of change to enhance the member experience which focuses on issues related to systems, data and culture.


"Equantiis were our chosen consultancy in the membership journey and experience mapping project. They made a great first impression by showing us a video of one of their staff members trying to join our organisation online: they carefully reviewed each step and provided in-depth recommendations on how we could improve that part of the membership experience”

Karolina Brzeska
Head of Membership Operations

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