The Chartered Institute of Personnel and Development (CIPD ) asked cScape for advice on making its membership renewal process smoother. CIPD is the professional body for Human Resource personnel and others involved in the management and development of people. The institute required an innovative solution for membership renewals that would not burden members or employees with complicated or inaccessible technologies.
cScape’s Customer Engagement Unit developed a strategy for the 2006 renewals process to meet the challenge of renewing as many of CIPD's 127,000 members as quickly and efficiently as possible. Until then, the process had been based on a series of posted mail-outs. It,was labour intensive and took time away from servicing members.
The new strategy was based on a series of tightly focused, targeted and creative HTML emails. They differentiated between members who had renewed and members who had lapsed so as to remain relevant and engaging to each individual. The emails were also incentivised; early renewal completion was rewarded with an exclusive report on careers, worth £50 and created by CIPD’s Professional Knowledge and Information department.
The resulting numbers of renewals were astounding. Online payments made by the renewal due date increased by 277% and those made by the membership lapse date increased by 200%. Payments made offline and before the lapse date also improved as members embraced the incentive for early completion.
Rob Killick, CEO of cScape, said: “This simple strategy went much further than increasing the number of renewals made on time. The reduced workload, felt through multiple departments at CIPD, increased staff morale and enabled more time to service members, thereby increasing customer satisfaction.”
cScape has worked closely with CIPD since 1998 on projects encompassing strategy, design, technical and marketing expertise.
For more information, please contact Theresa Clifford, Sales and Marketing Director of cScape.