Talk Preview - from Dodgy Data to Digital Delight - how IGEM grew membership applications by 170%
Carl Stokes, Head of Corporate Affairs and Operations at the Institute of Gas Engineers and Managers (IGEM) will be joining Alex Skinner, CEO of ReadyMembership Pixl8 at this year’s Digital Excellence (Thursday 16th May) to reveal how they transformed their organisation with a new platform that is delivering growth and is freeing up the team to deliver ever better member experiences.
IGEM represents 4,000 gas professionals and over 300 companies engaged in the business of creating a sustainable gas future for all. Created in 1863, it offers individual membership for professionals at all career stages as well as company membership.
When Carl joined IGEM in early 2021, he found an organisation whose staff were struggling with siloed systems that were generating complaints at every touch point from their membership.
Since transforming their internal processes and moving to ReadyMembership that situation has been reversed, seeing immediate and sustained success. Now time on the website has increased by 88% and sales of their technical standards have grown by 18%.
We had to have a constant conversation with ourselves about change. Why are we doing things this way? We had to ask a lot of questions, gather feedback and really challenge ourselves.
Carl Stokes
IGEM had separate CMS, CRM, email and finance systems, with one-way data syncs that would stop members from completing simple actions such as renewing, making payments and purchasing digital copies of technical standards - a key IGEM service (and revenue stream). This would frustrate IGEM’s volunteers who received complaints from members and staff who couldn’t spend time doing the things they love - delivering great member benefits, services and events.
Carl confirms, “We knew from members' feedback that our old website was hugely frustrating for them. There were calls to the office, abandoned web baskets. Whichever user journey they embarked on - whether purchasing technical standards or renewing membership, they couldn’t get to the end result.”
However, before IGEM could change their member experience they had to change themselves first. This meant asking difficult questions about their processes, how things worked and why things were done the way they were.
They wanted to create a culture where everyone embraced and took responsibility for technology and didn’t think it was someone else's responsibility - this involved getting buy-in from the board and bringing together everyone on the same change journey.
Carl will discuss how IGEM changed their culture while simultaneously transforming their data & technology to deliver personalised experiences for members and happier jobs for staff.
Join him and Alex on Thursday 16th May and learn the secret behind their award-nominated digital transformation.
From Dodgy Data to Digital Delight - How IGEM Increased their Average Individual Membership Applications by 170%
Room 5
Digital Excellence
London
Thursday 16th May