Background
The Association of Optometrists (AOP) is a membership organisation for optometrists and other optical professionals. We protect, support and represent our members throughout their careers. It was established in 1946.
Three websites consolidated into one
Over 1,293,000 unique visitors to the new website
A single source of truth about member engagement
We recognised the problem
Our old CRM system was poorly structured and coded, so we couldn’t analyse different segments of membership and associated trends in each.
Our CRM and our (then) three websites were not integrated which limited our ability to understand how members were engaging with us.
Why we chose Trillium
We met with 13 potential CRM partners, including Trillium. For the most part what impressed us was their ability to challenge what we were doing, and say, frankly, ‘that’s rubbish.’ It’s refreshing when you’re being told by the experts that you’re doing something wrong.
They are not just good with the technology, but also in how best to apply it, because they understand how membership organisations and businesses in general, work.
The solution
Our first big project with Trillium was upgrading our CRM, which enabled partial re-architecture of the most problematic aspects and later paved the way for the website redevelopment.
Trillium were very clear about what should and should not be in our CRM. This enabled us to integrate our system with the new website and engage with our members in a much more strategic and meaningful way.
Key benefits
Our members now get a personalised experience through ‘My AOP’ on our website. They can self-manage their profile and most aspects of their relationship with us.
We can now track, correlate and report on all aspects of their career, personal and membership data. We’re particularly pleased with how members can now track their CET (commonly known as CPD) online.
What impressed us was their ability to challenge what we were doing, and say, frankly, ‘that’s rubbish.’ It’s refreshing when you’re being told by the experts that you’re doing something wrong.
Jomelle Caburiant, Head of IT
Association of Optometrists