The CIOB selected CMDi as strategic partners to help sharpen their focus on the needs of individual members, with a research based segmentation and persona building programme.
The institute’s primary objective was to move away from a ‘one-size-fits-all’ approach to providing individually relevant services, tailored communications and a more rewarding, personalised member experience.
CMDi’s Persona Builder programme helped to identify different member types and give the CIOB a deeper understanding of individuals and their membership journeys. To develop personas on which to base more personalised marketing, CMDi analysed existing data, conducted research and involved CIOB staff in the process, via immersion workshops.
CMDi also helped to integrate the personas into the CRM system, inform developments on the members portal and website, and the structure of the team that supports members in the UK and around the world. Seven personas representing distinctly different member types were identified and brought to life as real people. Relevant CIOB services were matched to the needs and career stage of each member persona.