jomelle caburian
...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 Caburian , Head of IT , AOP
wendy steele
The new systems also free us up to continually evolve and stay relevant and useful to our members
Wendy Steele , Commercial Director , AOP

Creating a member experience that generates loyalty, not just retention

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.

We recognised we had a 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.

Choosing 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.

What Trillium did

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.

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.

Key performance indicators

  • Three websites consolidated into one.
  • Over 1,293,000 unique visitors to the new website.
  • Our CRM system has become the main ‘source of truth’ about understanding how our members engage with us.

  • The Trillium difference? 

They really do care, and their commitment to getting the job done is outstanding.

How can we help you?

I would like to find out more about what you do
My name is
My email address is