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Personalising LCCI’s membership (?)

Personalising membership. Personalising LCCI’s membership (?). Introduction. Kevin Ma Director of Marketing London Chamber of Commerce and Industry (LCCI). Darren Loveday Principal Customer Engagement Consultant Thunderhead.com. Background. LCCI’s d igital challenge Identity

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Personalising LCCI’s membership (?)

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  1. Personalising membership Personalising LCCI’s membership (?)

  2. Introduction Kevin Ma Director of Marketing London Chamber of Commerce and Industry (LCCI) Darren Loveday Principal Customer Engagement Consultant Thunderhead.com

  3. Background • LCCI’s digital challenge • Identity • Economic choices • Availability of free information • The rise of the social web • Expectation of participation • Personality of membership

  4. What is personalisation? A personal, relevant and engaging customer experience delivered in real time, regardless of the channel(s) customers interact with

  5. Why is personalisation so important? The changing landscape of customer touch points Social Social Digital Out-bound P2P Mobile Digital Interactions Web SMS Email Print Telephone Human Interactions Face to Face

  6. Meetup.com

  7. Benefits of personalisation • Attract new customersReduce online application drop-out rates by 15-20% • Improve customer satisfaction, advocacy and retention Up to 65% increase in customer response rate • Deeper engagement56% of all customer interactions are part of a multi-channel journey • Improve business efficiency and reduce operating costsIncreased customer service/call centre productivity by 12-15% • Increase revenue • Opportunity to cross-sell services such as export documents and trade missions

  8. User experiences • New vs. returning visitor • Member engagement and login • Customised Members’ Zone

  9. Personalising LCCI’s membership (?) New vs. returning visitor

  10. Personalising LCCI’s membership (?) Member engagement and login

  11. Personalising LCCI’s membership (?) Customised Members’ Zone

  12. Going forward • A much deeper and more sophisticated level of personalisation, across all customer touch points • A bespoke service to all members, from Patron members to sole traders • Unique profiles for each of our members and a better understanding of their needs and behaviour

  13. Discussion • How has the emergence of technology and digital tools, such as social media and the ability to communicate electronically, influenced the way your Chamber operates? If so – how? Are there any potential threats? E.g. new competitors, redundant services, higher expectations. • What online activity is your organisation currently undertaking to generate member value and deliver your business goals? What else do you have planned for the future? • How can Chambers of Commerce further harness technology to continue to innovate its offer and stay relevant? How can digital tools be used to strengthen the global network of Chambers of Commerce?

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