The Challenge
The BDA had implemented a new CRM system in early 2020, but subsequently struggled with user adoption, escalation of costs to fix and operate the system, with functionality not fit for purpose, and most significantly, member experience was suffering.
The BDA had implemented a new CRM system in early 2020, but subsequently struggled with user adoption, escalation of costs to fix and operate the system, with functionality not fit for purpose, and most significantly, member experience was suffering. A lack of resolution to fundamental system issues, data migration and integration problems, had caused a loss of confidence in data and the system. Instead of increased automation, streamlined data integration and member personalisation, the BDA were unable to operate even the most basic of CRM functions without a myriad of workarounds. The straw that broke the camels’ back was the cancellation of over 1,000 members by the system. The BDA built a business case for change.
What we did
The BDA first engaged Equantiis to identify opportunities for improvement and lessons learned from the previous implementation. Equantiis worked with the BDA to define the Vision & Outcomes, which would guide their change programme and support their Business Case. Subsequently, Equantiis worked with the BDA to define requirements and to run a fully independent, guided procurement process under an Invitation to Negotiate (ITN) framework for a replacement CRM system.
Recognising that they did not have project management capacity and capability inhouse, the BDA went on to engage Equantiis for Programme Management of their chosen CRM solution, which included adopting and integrating with a new cloud version of their CMS and My BDA member portal, and integration with their digital marketing platform. During the programme Equantiis worked across multiple suppliers and BDA stakeholders, to ensure the project ran effectively and concluded on time and to budget, while also cultivating high levels of engagement to support strong adoption of the change.
“Positive stakeholder experience and engagement is vital to membership organisations, and so when a CRM based system that is meant to improve and increase this is not fit for purpose it can create a host of challenges – from team frustration and data silos, through to reduced membership retention.
The Equantiis team and I were delighted to work with the BDA in solving this challenge and are very pleased to see that the newly integration solution has eliminated data silos, increased staff engagement and productivity, and – most importantly – has significantly improved member experience. The organisation were amazing to work with and we couldn’t be more delighted with the end result.”
The Results
-A fit-for-purpose, integrated, CRM solution, and a CRM partner who will support the organisation as it evolves
-All core customer processes managed consistently in core systems, providing a 360 view over the customer and reducing costs
-Accessible, high-quality data and GDPR & PECR compliant processes
-An improved customer and staff experience
-A set of benefits aligned to corporate objectives, and benchmarks to enable measurement and prove investment value
-Increased internal capability to support continuous improvement
"The BDA is proud to have procured Equantiis to navigate a complex programme of website upgrade, new CRM system, data migration and integration points. Membership organisations rely on sound, intelligible, technical and legal advice to help steer us through negotiations with multiple suppliers. If you are looking for this type of personalised project support, we would highly recommend Equantiis." Louise Pritchard, Chief Operating Officer