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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.

Enter 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.

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.

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.

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.

AOP logo

About AOP

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.

Over 17,000 members
Legal and clinical support
Medical malpractice and product liability insurance
Networking opportunities
Career support online and monthly magazine

Membership fees range from free to students to £595 for full UK membership

Established in 1946

 

"Because we can now track, correlate and report on all aspects of their career, personal and membership data, we have vastly improved the relevancy and timing of our communications with them. We now provide the right support at the right time of their career"