This client wanted to increase its membership base by 12% through a sales related campaign. However, it quickly became clear that the client did not understand the product or its market and had a weak and confused relationship with its members.
We set in place a programme designed to reverse this position and worked internally and externally to build value and relationships that will secure long-term, sustainable growth for the future.
We introduced various elements of good practice and related KPIs, from basic recruitment (sales) and good member relationship practice through to improved communication channels and a defined value proposition. Recognising the slow progress due to a poor relationship with current members, we complemented this approach by exploring other avenues to build its membership base and proposed new membership packages to increase their competitive edge.