laura scarlett, national trust: member retention at touchpoints: how the national trust is...
TRANSCRIPT
Laura ScarlettProgramme Director, Supporter Loyalty Platform
Data Science & Data Management TeamsAdobe Campaign SWAT TeamCRM Best Practice
13 May 2015
1. Programme Context2. Platform Design & Implementation3. Learnings
Supporter Relationships at Touchpoints
A UK conservation charity, founded to conserve Britain’s heritage and open spaces for ever, for everyone
Holidays421 cottages3 hotels & spas84 bed & breakfasts47 campsitesHundreds of working holidays
Buildings & Countryside340 castles, palaces, manors and halls 740 miles of coastline59 villages630,000 acres of land61 nature reserves2,000+ tenanted homes1 gold mine
Catering260 cafes35 pubs
Retail267 shopson-line shop
Curating334 nationally important collections
EventsOver 1,000 events/yearOver 100 exhibitions/year56 wedding venues
Film & TV Location
A wealth of assets in our owned channels & data
Built Properties
20m visits/year 50% members
On-line
2m hits/month60% members
Apps
1m opens/month? members
Call-centre
2m inbound calls/year
Supporters
12.8m known individuals4.2m active members70k volunteers (3.1m hours donated)
Data bases
7 major 5 minor
Local Lists
Circa. 800
Content
6 systems
Countryside Places
20m visits/month60% members
A delegated organisational framework
Operations & Consultancy Whole Trust
7 Regional Directors25 Assistant Directors250 General Managers
7 Heads of Consultancy70 Marketing Consultants50 Visitor Experience Consultants
Brand & MarketingSupporter DevelopmentConservation & CollectionsITFinanceHR
My SLP Programme Brief
To provide a ‘loyalty’ platform which enables the Trust to deliver value to each and every supporter through increased relevancy & recognition
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
The Heart – build a single supporter view (maximise value from product diversity)
The Brain – analytics & intelligence (to deliver relevancy based on behavioural insights)
The Body - new personalised inbound & outbound interaction capabilities (exploit new tills, new website & mobile app)
Change Management - skills, processes and re-organisation (utilise delegated organisation)
Programme Workstreams
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
The Heart – single supporter database
Built from 13 silo feeds. A total mission. Contains virtually all behaviours known supporters do with us. Well structured, clean and accessible data.
Hosted on Amazon Redshift.
Completed May 2015
Programme Workstreams
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
The Brain – self-serve analytics
A vast analytics team was out of the question, and the curiosity was there so we decided to go with Tableau to enable every manager in the Trust to make more supporter-centric decisions around staffing, stocking, proposition planning, targeting & also to support bids.
Launched May 2015
Programme Workstreams
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
The Body - new personalised interaction capabilitiesWe clearly needed a campaign engine to be more personalised, but also we had to utilise our inbound opportunities and empower our local ‘branches’. We bought Adobe Campaign which will allow us to deliver effective, highly relevant timely messages to individual supporters in all our owned channels, and deploy a distributed model, through their ‘light touch’ application.
Proof of Concept Nov 2014 – June 2015
Programme Workstreams
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
Adobe Campaign 2 phase manned touchpoint strategy for inbound interactions
Programme Workstreams
Call Centre
Slice of supporter data held locally –
feed from SSV
POS
Best Next Message prompts from Adobe
Campaign
Access to blended relationship history
feed from SSV
Best Next message prompts from Adobe
Campaign
1 2 21
prompts
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
Adobe Campaign 2 phase un-manned touchpoint strategy for inbound interactions
Programme Workstreams
mobile app
Anonymous users personalised by
location & browsing behaviour
website
Known users - best content atoms
served from Adobe Campaign
Anonymous users personalised by
location and browsing behaviour
Known users - best content atoms
served from Adobe Campaign
1 2 1 2
Content tiles/push notifications
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
Change Management - Skills, Processes and OrganisationWe now need to organise ourselves to get the most from these new capabilities - roles & processes are and will change for the next few years. Marketing will be faster with more, smaller campaigns, bleeding into member service. Intelligence will be democratic and richer and personalised inbound interactions will enable a much higher degree of supporter service.
Programme Workstreams
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
Change Management
New Direct Marketing Unit = property ‘clusters’ based on supporter visit patterns
Channel agnostic marcomms delivery roles
KPI’s – properties will be able to carry membership retention kpi’s for the first time. This will change the emphasis of General Managers energies from visit volume to quality relationships
Programme Workstreams
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
Change Management - cultural
Programme Workstreams
about us
slow & planned
campaigns
media schedules
segmentation
about them
fast & iterative
interactions
customer moments
recognition
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supportersHeadline Learnings
1. Employ a Programme Director who is a subject matter expert and has a vision – not a generalist PM
2. The more cultural change is involved the slower you can proceed. Take this into account and release what you can, when you can. EASE things into the organisation
3. Don’t underestimate the man-power needed – I have a dedicated programme team of 16 fte - and ensure they are mandated for change.
4. It’s hard – make sure you are genuinely supported from the very top of your organisation – if not say no.
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
What we missed
The importance of content
Transparency = fear = resistance
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
The game-changers
The creation of an empowered Data Team (with teeth and shoulders) who are central to this transformation
Single Supporter View is THE foundation stone
Tableau & the democratisation of data
Distributed marketing model for relevance
Behaviour-triggered comms / Personalising Inbound Interactions
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
Thank-you
Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters
Question for discussion
Can sales messages be successfully merged with member service messages at touchpoints?
And if so should they be?