Central to this was the programme governance, which enabled CSSC to focus on strategic planning, quality assurance and stakeholder management. Phase One comprised of a number of key areas, including:
- Customer insights captured on the current website user journey
- Improved user experience on the existing website
- Requirements gathering and procurement of a new online events management solution
- Specifying the CRM requirements
The need to streamline the online journey required a bold approach, which included switching from an inefficient paper-based events registration process to an online booking system to save members, staff, and volunteers valuable time.
Regular focus groups and the creation of communication plans enabled the team to keep members updated on the progress of digital developments. A fully joined-up digital strategy allowed members to begin reaping the rewards of the change almost immediately. This approach helped guard against any potential domino effects of transformation on the organisation's people, processes, systems and infrastructure.
Customer insight work enabled a detailed picture of CSSC's web audiences and fed into the CRM requirements, management reporting and key performance indicators. Similarly, 'quick wins' were implemented on the current site, improving user experience.