Improved member experience at a professional federation

Context & Objectives

A large Belgian federation representing companies in the manufacturing industry and the digital and telecom sectors needed help managing member relations.

Representing more than 40,000 members and 2000 companies, they keep their data in a CRM used by the business relationship officer (BRO) team. In the past, the client migrated CRM data from one system to another, decreasing data quality, and restricting the BROs in their day-to-day activities. 

With growing data volume and complexity curbing commercial and operational workflows, it was time to have a complete, accurate CRM for efficient member relationship management. ​They contacted Agilytic to implement a new solution.

Approach

We worked primarily on three key activities to facilitate the work of the BROs.

First, we set out to perform the data cleaning. Second, we reviewed the current data structure of their CRM to prepare for their migration to the new version. Third, we defined new ways of working (data governance) to maintain data quality in the future.  We determined the scope and the business requirements, and short and long-term use cases via stakeholder interviews to help our client manage data processes. 

The project delivered the following;

• A report with the data cleaning analysis, our view on the data structure, and the basis for new data governance.

• The CRM data set in excel where data quality issues are flagged

• The CRM data set in excel with enriched data from the KBO/BCE

Our client shared that they appreciated our way of working with a Consulting andTechnical approach.

Results

This project increased overall productivity in the client’s relationship management, as:

• BROs can access the most up-to-date data to make quick and impactful decisions with a clean CRM.

• The client has optimized its CRM tool​ for long-term data management.

• In case of any hesitation, they can quickly understand what needs to be done using the data governance structure.