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