The British Dietetic Association (BDA) is always looking to the future and how they improve both content and services offered to their members. Their current CRM and CMS systems lack flexibility, restricting the evolution of services offered to their changing membership. Understanding the options that they had was the first step in this journey – they were focused on future proofing their decisions and maximising any investment needed.

The BDA’s CRM system and website were not flexible enough for their use today, giving them limited scope to evolve. Their website provider announced they were moving out of the CMS market, leaving their current infrastructure at risk. That combined with an ageing database, highlighted the necessity for change and the need for external support to plan for the future.

Chrysalis Digital was brought in to help the BDA fully understand what they could do with the technical and digital infrastructure that they have in place today but also to advise on what changes were needed for them to evolve and the associated costs. A clear two-step process was proposed, both to ensure that there was an end to end view on their CRM/CMS systems and how they were used today but also to help ensure that there was full support from the board.

The first step was to fully understand the business objectives, making sure that all the board members were bought into the process. The second step was to do a full technology assessment to ensure that recommendations were fully aligned to technology in place/or a suitable complimentary replacement suggested. Chrysalis Digital are 100% supplier agnostic allowing them to make a full and unbiased market assessment.

A clear report was provided to the BDA, this outlined a future state and made suggestions on some quick wins they could implement. Research was done at all levels within the organisation to ensure that this also captured the user’s feedback. This end to end investigation helped finalise the proposal put to the board and funding was secured for the project. The BDA have already carried out some of the quick wins suggested and have been able to see improvements already. “A positive digital experience for our members is critical, we have been able to evolve some roles within the organisation so we can focus on producing better content and we have started to make informed decisions using greater analytics – therefore increasing the member engagement.” Sue Kellie – Deputy Chief Executive

The project is rolling out now, with the selection of a new Web/CMS and CRM supplier, the BDA feel that this will help them ensure that they can provide their members with the best possible future proofed digital experience. Chrysalis Digital will be working in partnership with the BDA to lead the requirements gathering and tender selection process. “The British Dietetic Association engaged Ben Sturt from Chrysalis Digital to review our current digital position and provide a vision for our digital future. All staff found Ben approachable, knowledgeable and supportive. His extensive knowledge of the sector, his obvious breadth of previous experience and contacts were deployed to product the final report. This report bought clarity to a complex area for a non-expert audience and met the brief well.” Sue Kellie – Deputy Chief Executive

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Chrysalis Digital provides a digital transformation service designed to help build a more agile, efficient and innovative organisation. With its broad cross sector experience Chrysalis has helped many organisations map their digital path and through careful planning and assessment, choose the right technology partners.   Chrysalis Digital is 100% agnostic when recommending CMS and CRM suppliers to its clients.

For more information on understanding your member needs, please call Ben Sturt on 07469 768990 or email info@chrysalisdigital.co.uk

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