Customer-first culture
Background
In an era where technology and customer engagement are pivotal, the Royal Yachting Association (RYA) needed to embark on a transformative journey to meet the increased demands of sailors, training centres, members and the government. This was at a time when member numbers were falling, increased competition was affecting new entrants & customer satisfaction had fallen.
The challenge was to steer the RYA towards a more integrated and customer-centric approach, laying the foundations for the next 10 years as part of an initial £3 million investment.
Overall Impact
These strategic changes helped RYA grow member numbers (10%), engage record numbers of new people (50,000) into the hobby, increase satisfaction to its highest total (9.1) and unlock £500k worth of commercial partnerships using tailored advertising.
What was done:
Technology Improvement
Sitecore Implementation: Ben introduced Sitecore, a customer experience management software, which allowed for a more personalized user experience on the RYA website. This technology enabled the website to display content tailored to individual user interests, making it more relevant and user-friendly.
New Apps & Services: The focus on innovation enabled 12 key services to move entirely online, the creation of a leading-edge real-time safety alert system (SafeTrx) & a national Discover Sailing tool to manage people’s first experiences on the water.
Cultural Enhancement
Interdepartmental Communication: He facilitated better communication among the various departments within RYA. By organizing meetings and creating groups focused on different customer segments, he fostered a culture of collaboration. This approach ensured that all departments were aligned and could collectively provide better value to customers.
Process Optimization
Customer-Centric Approach: The consultancy shifted the focus towards a more customer-centred mindset. This was achieved by utilizing Sitecore to understand customer needs and interests, leading to improved customer engagement and satisfaction.
Streamlined Operations: The new processes introduced were more efficient and allowed for better service delivery. By understanding common interests and fostering better communication, RYA could offer more to its customers.
Conclusion
This major programme unlocked a wealth of new services and creativity across the organisation – changing its long-term fortunes and gaining wider relevance to forgotten audiences. It has also laid the foundations for the next 10 years’ development strategy.