Boundless is a membership organisation that offers public sector and civil servants hundreds of fantastic events, volunteer activities and things to do. They provide unique carefully crafted experiences and savings to enable members to get the most out of their free time.
Following a competitive pitch they chose us to help them re-launch their entire offering online following a rebranding process that saw their public-facing name change to Boundless. Our challenge was to help conceive as well as deliver the new online presence whilst ensuring all customer activity was as personalised and as embedded into CRM as possible.
Building CRM and personalisation into the heart of a membership organisation
The common theme of this project revolved around a user centric approach and this is reflected in all aspects of our work. As part of this goal we aimed to deliver a more joined up customer experience, driving all content and data through Sitecore in order to centralise the framework and apply consistency in terms of workflow, access and presentation of delivery.
It was also important to make each page relevant to that specific individual, as each user has specific wants, needs and preferences. To do this instead of creating one site, we created ‘333,000 sites’ that were personalised for each and every member, driven by both CRM insight and user preference.
Integration was another key element of our approach, in order to manage and analyse the huge amounts of data we partnered with Microsoft Dynamics CRM, Sitecore and uCommerce. These partnerships allowed us to provide the best possible service for each individual user.
As part of this theme of integration we advised Boundless to combine their various microsites into one all encompassing website. The existing silo approach meant that users found the interface hard to navigate due to the changing nature of the look and feel. The combination of these lead to improved navigation and a consistency of themes.
As a large proportion of users are over 45, had been using the site for a long time and were relatively conservative, we implemented significant amounts of reassuring onboarding. This was utilised in order to make the transition smooth and seamless for the user and for Boundless themselves.
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