Members belong to an organisation either through choice or regulation. In either, case the reason they belong is to gain a benefit. Conversely, the membership organisation exists to serve the needs of its members. Matching the needs of members with services or products is vital – and information holds to key.
Business intelligence (BI) provides the opportunity to unlock the information held in membership systems and unleash the potential to improve the experiences for both members and the organisation.
Good membership systems gather direct and indirect data about members, their needs and their activities. With so much information it is not always easy to observe trends or patterns. In fact, it is not always that obvious for some organisation to access fundamental data e.g number of members or demographics profiles.
Business Intelligence systems, built with products such as QlikView or Microsoft BI are ideal a repurposing data and displaying it in meaning reports or charts. They can be overlayed easily on existing membership systems such as Microsoft CRM or UpBeat and provide real insight very quickly.
In our experience, clients that embark on a business intelligence path often do not know what they are seeking. Reports grow organically as the organisation learns more about the data they are mining (refer to Blog: QlikView Business Discovery – How do you find something you weren’t looking for?https://blog.pa.com.au/business-intelligence/qlikview-business-discovery/). But only by beginning to seek do you find answers. There is little value in collating data if that data isn’t put to use. Business intelligence is the tool that makes this happen.
Membership organisations that explore the data they hold about their members will find that they are better informed and hence make better decisions. This in turn leads to a superior service for their members.
To find out more about Membership and Business Intelligence systems go to http://www.pa.com.au/microsoft/products/upbeat.htm