Context
The Corporate IT Forum (tif.), is a powerful network resource for senior IT professionals drawn from FTSE 100 and Fortune 500 companies. tif. provides a confidential environment for sharing and exchanging information based on the real world experience of trusted peers, to improve their businesses’ IT performance. tif. approached cScape’s Customer Engagement Unit (CEU) for a comprehensive strategic review of its online services.
Challenge
During the consultation process some key objectives were drawn up. These included developing an offering that addresses member organisations at a strategic level, alongside the ability to measure service effectiveness and increase members’ engagement with tif.’s online information and overall services. In addition, tif. wanted to boost revenues, increase its visibility and extend its service internationally.
Solution
The cScape CEU held a series of interactive workshops with tif. stakeholders and members – drawing up a roadmap that defines a solid set of recommendations based on tif.’s visions and market possibilities.
The roadmap includes a comprehensive outline of techniques to maximise the impact of tif.’s important output reports: using the site to understand how audiences are engaging with tif.’s services and how access to those services could be structured on- and offline. To maximise tif.’s impact in the marketplace, cScape recommended that tif. refocus its website information architecture to aid usability, increase usage and offer greater promotional possibilites. With business audiences in mind, we recommended increasing the number of services offered and restructuring the membership model to provide differing levels of access to tif.’s services dependent on membership status. The recommended membership model also has the potential to increase revenue streams and tif.’s allround membership service benefits.
The CEU developed a touch strategy refining tif.’s offering to reflect the varying stages of customer engagement with the organisation. cScape helped tif. to develop an offering that talks to strategic levels within organisations. We also introduced actionable metrics, recommending Key Performance Indicators that align tif.’s business goals with their audiences’ online activity.
Outcome
cScape provided tif. with a solid set of recommendations on how to maximise customer engagement through its website. Recommendations ranged from methods for search engine optimisation to possible marketing drives and advice on how to encourage personal referrals. cScape recommended keeping some web content, enewsletters and publications exclusive to registered subscribers to encourage site users to sign up and move one step closer to full membership. Members are encouraged to participate in online forums, share experiences and discuss reports. These recommendations will help fulfil tif.’s objective to increase online networking and remain a dynamic membership organisation.
tif. services director Sean Pond said: “We found the consultancy work that cScape’s CEU undertook for us invaluable in terms of highlighting the possibilities for our business online. The cScape team was easy to work with, insightful and, most importantly, they provided us with some very practical solutions. We became aware of the true potential of the online environment for marketing our services.”