"...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
"The new systems also free us up to continually evolve and stay relevant and useful to our members"
Wendy Steele , Commercial Director , 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. It was established in 1946.
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.
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.
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.
The Association of Optometrists (AOP) is a membership organisation for optometrists and other optical professionals.
- 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