A large healthcare association with a complex membership structure needed to modernize its membership processes and enhance member services to create a more customer-centric experience.
The association faced challenges in managing its membership processes, including outdated technology, inefficient process operations, and insufficient marketing and engagement efforts. These challenges hindered its ability to effectively serve its members and engage prospective members.
MCI USA was brought in to conduct a comprehensive overhaul of the association’s membership processes, focusing on three main areas: technology, process operations, and marketing and engagement.
- Technology audit and improvement: MCI USA conducted a thorough technology audit to identify gaps in the client association’s existing systems. A strategic plan was developed to address these gaps through increased automation, adopting a phased approach over several fiscal years to ensure smooth implementation, and adoption of new technologies.
- Process operations enhancement: MCI USA reviewed the association’s business rules, membership categories, benefits, terms and dues levels. Recommendations were made for updates to reflect current market conditions, leverage technology enhancements and foster increased member engagement.
- Revamping marketing and engagement: With technological upgrades and streamlined operations in place, MCI USA focused on improving the association’s marketing and engagement strategies. This involved analyzing existing member data, conducting targeted surveys and focus groups, and developing automated member journeys. Key initiatives included a new-member welcome journey, an abandoned cart journey for incomplete memberships, a four-month membership renewal journey, and a monthly member engagement series.
- Creation of a member services center: A call center was established, staffed and managed by MCI USA, acting as an extension of the association’s member services. This center processes memberships, assists with renewals, answers membership inquiries, and facilitates access to the association’s conferences, publications and specialty programs.
Results
The collaboration between MCI USA and the client association led to significant improvements in membership management and engagement. The adoption of new technologies and processes allowed for a more personalized and efficient member experience. Automated journeys and a dedicated call center enhanced the value proposition for both existing and potential members. As a result, the association saw improved member satisfaction, increased engagement and a streamlined membership process.
MCI USA’s partnership with the association exemplifies the transformative impact of modernizing membership processes and enhancing member services. Through strategic technology upgrades, process improvements and targeted marketing efforts, the association has positioned itself for future growth and deeper member engagement. This collaboration highlights MCI USA’s ability to address specific challenges and become an integral part of an organization’s team, fostering innovation and deeper connections with members.
