Marketing to members isn’t a cut and dry process, especially in a world where all consumers are better informed than ever before. Financial institutions, trade associations and professional organisations are bound by strict regulations to protect customer information, but they still need customizable marketing and management tools to reach existing and potential customers.

The goal of a customer and marketing management (CMM) system is to provide organisations with a complete view of these special customers at every stage in the marketing and sales cycle. Customized marketing and management solutions help align sales and marketing efforts that are often content-heavy, leading to faster real-time information sharing and more effective campaigns. Because of these better-aligned processes, CMM leads to stronger and longer relationships with members.

By comparison to normal “consumer” outreach, marketing to members is more complex than orchestrating outbound email blasts and advertising. Using CMM solutions, the organisation can gain valuable insight into member feedback, as well as analytics. These customer findings can then combine with business performance insights, using a business intelligence platform, to assist organisations during their strategic planning process to more accurately identify trends, forecast growth and adapt their business plans accordingly.

There is a wide variety of applications that can help drive a CMM strategy including customer relationship management, marketing management, configure price quote and business intelligence:

CRM is an application that can include sales, customer service, marketing analytics and reporting. This breadth allows organisations to manage the full member lifecycle in one environment, access relevant data, manage future opportunities and deliver great customer service.

While most member organisations have websites, they can also extend their online CRM tools by building programs to help customers answer account transaction queries and resolve problems. These online initiatives strengthen relationships and build community by proactively addressing customer complaints and facilitating direct and immediate dialogue.

Marketing management integrates customer data across disparate source systems. It allows organisations to plan, execute and monitor crucial multi-channel marketing campaigns. For example, one large credit union in the States installed software that uses real-time analysis of historical, personal, and contextual information to help present the most attractive offers to members while they have them on the phone, which led to a 50 percent increase in revenues over five years.

Configure Price Quote integrates with existing CRM systems to forecast data back into the CRM system producing accurate quotes and proposals.. CPQ tools are helpful for customer service staff to configure bundles from the organisational service catalog, no matter how complex the member requests can become.

Business Intelligence brings together financial performance management applications, packaged analytics and compliance tools. BI software collects real-time data from a company’s source applications and translates it into business insights. This enables a membership organisation to better understand risk, performance and the impact of decisions company-wide faster than ever before.

CMM tools can help reduce the time it takes to create and execute a new strategy and can be integrated with other tools to create a holistic view of the organization and its members. The aim is to increase tailored conversations with members, improve brand awareness and boost the amount of data collected on member behaviour. The proper tools are paramount to running a member-focused organisation and surpassing competitors – and make no mistake, there is always competition, even in the most niche of markets.


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