When selecting a Salesforce-based AMS, be sure you’re choosing the one with the most adaptable and responsive data model.
Is your association considering a move to an association management system (AMS) built on the Salesforce platform? Here’s why you should choose one that uses the Salesforce Person Accounts data model.
Associations deal with both people and organizations. So, it’s important to select the data model for your Salesforce-based AMS that truly supports the way an association works.
Here’s why: Professional association members are primarily individuals. However, most professional associations also have membership levels for “associate” members, which typically are businesses such as vendors, suppliers, etc. At the same time, trade association memberships are primarily made up of organizations, yet most of their interactions are with individuals.
Associations need technology that uses a data model that facilitates business with both individuals and organizations.
Consider this familiar scenario: You need to report on your association’s current year memberships, and your association manages both organization and individual memberships. This reporting challenge requires a data model that easily accounts for both relationships.
By default, Salesforce accounts are business accounts used to store information about organizations or other entities. Knowing that not all organizations adhere to this Contacts/Accounts data model, Salesforce introduced “Person Accounts” as a standard data model option – an ideal choice for associations.
Why Nimble AMS uses Person Accounts
From the beginning, Nimble AMS was built on the Salesforce platform and embraced the platform’s most responsive data model, Person Accounts. In doing so, the Nimble AMS team can easily adapt the solution to meet nearly every membership structure. The goal: to empower associations of all kinds to embrace innovative solutions and meet future needs.
Using the power of Person Accounts for a connected member experience
As the leader in CRM, Salesforce serves as the foundation for a modern AMS that puts the member at the heart of an association’s activities. In fact, in a report about CRM suites, Forrester named Salesforce as a leader in CRM, largely because it “puts the customer at the center of its vision.”
Salesforce furthered its commitment to a connected customer experience with Customer 360, which provides a complete view of unified customer data across different Salesforce platform services as well as with data from systems outside of Salesforce. It delivers a connected customer experience across all channels and departments so you can see all information about a customer (or member) in one spot.
For associations, Customer 360 means that if you’re using a Salesforce-based AMS, like Nimble AMS, you’ll now be able to deliver connected member experiences across channels and departments like never before.
Keep in mind: Customer 360 requires Person Accounts when building the 360 view of a customer. And since Nimble AMS was built using Person Accounts, Nimble AMS customers are well prepared to take advantage of Customer 360.
Unlike typical corporations that have either a business-to-business (B2B) relationship or business-to-consumer (B2C) relationship, associations manage relationships with both businesses and consumers. Contact us to learn more about how the Person Accounts data model supports the way associations work.
Is your association poised to deliver a member-centric experience?
Since Nimble AMS was built using person accounts, Nimble AMS customers are well prepared to take advantage of Customer 360. Is your AMS ready to support today’s member-centric experience?