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Why you should re-consider implementing a CRM like SaleForce or Dynamics over a purpose built MCRM platform.

Customer Relationship Management (CRM) systems, such as SalesForce and Microsoft Dynamics, have become a staple in business, designed to streamline customer interactions and enhance sales processes. However, when it comes to member-centric organisations, CRMs often fall short. But why is this the case?

The focus of CRM systems

Primarily, CRM systems are designed with a business-centric focus. They aim to fulfil the needs of companies, not necessarily the requirements of members. CRM systems are typically structured around sales processes, focusing on lead generation, sales conversion, and customer retention. While these are important aspects for any organisation, they do not cover the breadth of needs specific to member-centric organisations.

Understanding member-centric organisations

Member-centric organisations, such as professional associations, unions or other member-based organisations, operate differently from traditional businesses. Their primary goal is not just to sell a product or service but to provide value to their members, fostering a sense of community and promoting engagement and participation. Members are not just customers; they are stakeholders who expect to be part of a community that caters to their specific interests and needs.

The limitations of CRM for member-centric organisations

While CRM systems can track transactions and customer interactions, they often lack the tools to effectively manage and enhance the member experience. For instance, they may not offer features for event management, content sharing, discussion forums, or other community-building activities crucial to member-centric organisations.

Moreover, CRM systems focus primarily on individual customer data, which can limit the understanding of broader member behaviour patterns or trends within the community. This lack of insight can hinder development strategies to enhance the overall member experience.

The solution: Membership Management Platforms

This is where specialised membership management platforms like Bond come into play. These platforms are designed with member-centric organisations in mind, offering features tailored to their unique needs.

Unlike traditional CRM systems, membership management platforms enable organisations to manage events, facilitate communication and collaboration among members, and provide personalised content and resources. Additionally, they offer comprehensive analytics tools that provide insights into member behaviour, helping organisations make data-driven decisions to enhance the member experience.

Leveraging a single supplier for digital solutions can offer a multitude of benefits, particularly when it comes to streamlining processes, improving communication, and reducing costs. Here are some key advantages:

A single supplier that supports all aspects of your digital solution

1. Simplified communication and management: Working with a single supplier allows for more straightforward and efficient communication. It’s easier to manage one relationship rather than juggle multiple suppliers. This streamlined approach can save time and reduce the complexity of managing various contracts and service-level agreements.

2. Improved compatibility and integration: A single supplier can provide solutions that are designed to work together, thus minimizing compatibility issues. This seamless integration can enhance the efficiency and effectiveness of your digital operations.

3. Faster access to new features and technologies: Single suppliers often roll out updates and new features to their existing clients first. This means you can access the latest technologies and improvements quickly, keeping your business at the forefront of digital innovation.

4. Cost and time efficiency: Consolidating your digital solutions with one supplier can result in significant cost savings. You may be able to negotiate better pricing due to the larger volume of business. Also, dealing with a single supplier can save time on administrative tasks like invoicing and supplier management.

5. Enhanced support and customer service: With a single supplier, you get a dedicated team that understands your entire digital infrastructure, not just a part of it. This often results in more comprehensive support and faster resolution of any issues that arise.

6. Greater strategic alignment: A single supplier is often better positioned to understand your overall business strategy and objectives. They can provide more strategic guidance and ensure all digital solutions align with and support your business goals.

While these benefits are compelling, conducting a thorough assessment is crucial before choosing a single supplier. Consider factors like the supplier’s experience, expertise, capacity, and the quality of their customer service. The right single supplier can be a powerful partner in driving your digital transformation and business growth.

So, in conclusion, while CRM systems have their place in the business world, they are not ideally suited to meet the unique needs of member-centric organisations. As these organisations strive to deliver more value to their members, turning to specialised membership management platforms could be the key to unlocking their full potential.