personalising lcci’s membership (?)
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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 - PowerPoint PPT PresentationTRANSCRIPT
Personalising LCCI’s membership (?)Personalising membership
Kevin MaDirector of Marketing
London Chamber of Commerce and Industry (LCCI)
Darren LovedayPrincipal Customer Engagement Consultant
Thunderhead.com
Introduction
LCCI’s digital challenge
• Identity• Economic choices• Availability of free information• The rise of the social web• Expectation of participation• Personality of membership
Background
A personal, relevant and engaging customer experience delivered in real time, regardless of the channel(s) customers interact with
What is personalisation?
Why is personalisation so important?
Telephone
PrintEmail
Web
SMS
Mobile
Social
Face to Face
Social
Digital
Out-bound
P2P Human Interactions
Digital Interactions
The changing landscape of customer touch points
Meetup.com
• 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
Benefits of personalisation
User experiences
1. New vs. returning visitor
2. Member engagement and login
3. Customised Members’ Zone
Personalising LCCI’s membership (?)
New vs. returning visitor
Personalising LCCI’s membership (?)
Member engagement and login
Personalising LCCI’s membership (?)
Customised Members’ Zone
• 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
Going forward
1. 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.
2. 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?
3. 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?
Discussion