Membership platform and CRM integration for tourism trade association.
UKinbound is the dominant force championing the nation’s significant inbound tourism sector.
It plays a vital role in lobbying the Government on key issues affecting its more than 400 members, who range from stock market-listed visitor attraction operators to global hotel groups.
Besides campaigning on taxes, Brexit and visas, UKinbound organises important networking events and raises the tourism industry’s profile in the media.
Granite 5 was tasked with replacing a legacy membership organisation website with one that would increase UKinbound’s membership and event-related revenues.
The trade body wanted a sleek and modern website that would be visually attractive for its members and functionally intuitive to support member acquisition and event registrations.
Granite 5 was tasked with developing a new website that would help raise inbound tourism demand for UKinbound’s members, demonstrating the membership organisation’s value.
The new UKinbound website also required seamless integration with an existing Customer Relationship Management (CRM) system called ACT!. The result would be to reduce administrative burden, duplication and reduce or eliminate opportunities for human error.
Why UKinbound Chose Granite 5
Granite 5 was told by UKinbound that it stood out from its digital agency peers for the user-centered focus of the Granite 5 design process, which put members’ online experience at the heart of the website’s design and development.
UKinbound reported that Granite 5 had demonstrated technical expertise in CRM integration – as well as an understanding that every membership organisation has its own unique opportunities and challenges – which made it successful in the competitive pitch process.
The new website design and development for UKinbound achieved the following results:
*Comparing November 2017 – November 2019
increase in average number of page views
increase in newsletter registrations
increase in new visitors
Highlight: ACT! CRM Integration
UKinbound’s were using a legacy Customer Relationship Management (CRM) system, called ACT! This software kept track of members’ and potential members’ details in a single database, accessible by multiple UKinbound staff.
Granite 5 migrated the legacy ACT! Software, (which was hosted on UKinbound’s internal systems), to the modern, web-based ACT! Cloud version.
For the Membership organisation, this meant seamless live integration of its legacy member database with the new website. For UKinbound’s members, this meant they could easily manage their profiles, jobs, news and offers via the new website.
All member updates (data) automatically synchronise into the ACT! Cloud platform for UKinbound to access and manage in one place, saving staff time and reducing data entry errors – a key objective for this project.