Why customers are the foundation of any modern association management system
Many membership-based organizations are moving to enterprise customer relationship management (CRM) platforms as the foundation for their association management software (AMS). And for good reason. It’s an approach that puts members at the center of an association’s activities.
Just consider this: According to the research firm Forrester, CRM is about supporting “the key activities of targeting, acquiring, retaining, understanding and collaborating with customers”. In a recent report about CRM suites, Forrester noted that the value of CRM has shifted toward helping organizations better support customers in their engagement journeys to bring about satisfaction and long-term loyalty. And, isn’t that what your association aims to do? Aren’t your activities focused on member engagement, acquisition and retention?
That’s one of the key reasons why we built Nimble AMS on the Salesforce CRM platform. It serves as the foundation for a modern AMS that puts the member at the heart of an association’s activities. In fact, Forrester’s report names Salesforce as a leader in CRM, largely because it “puts the customer at the center of its vision.”
The value of CRM has shifted toward helping organizations better support customers in their engagement journeys to bring about satisfaction and long-term loyalty.
One example of this customer/member-centric approach is Salesforce’s use of artificial intelligence (AI) to power customer engagement. Salesforce Einstein is a set of best-in-class platform services that bring advanced AI capabilities into the core of the Salesforce CRM platform. Because it’s powered by Salesforce, Nimble AMS has embedded AI capabilities baked right into the platform – making association executives and staff members proactive, smarter and more productive. Associations can use AI to become smarter, more predictive and in tune with what members need, expect and want.
Another example of a member-centric approach is the strategic use of an association’s data in their AMS. With a CRM platform like Salesforce, associations can use data intelligence to impact member outcomes. Using business intelligence tools, they can draw on their huge volumes of data to pinpoint optimal pricing, products, content and engagement for a very personalized member experience.
With a CRM platform like Salesforce, associations can use data intelligence to impact member outcomes.
As a membership-based organization, your association needs to meet, and ideally exceed, member expectations to attract and retain new members. Isn’t it time you had an AMS that puts your members at the heart of your association’s activities?