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- Housing Industry Association - Using Digital Transformation as a Secret Weapon to Improve Member Experiences
Housing Industry Association - Using Digital Transformation as a Secret Weapon to Improve Member Experiences
As digital natives become the norm, Associations are looking at new digital offerings to create seamless digital experiences for their members. The Housing Industry Association (HIA) is shifting its traditionally face-to-face membership model by expanding digital experiences and services it offers online to better serve their 23,000+ members.
HIA partnered with Switch, an award-winning customer experience & digital transformation agency to guide them on their journey and to challenge their thinking about digital strategy, member engagement & website experience design.
To help HIA understand how digital could support the evolution of their membership model - Switch immersed themselves within HIA, facilitating several workshops to build a deeper understanding of their vision, goals & digital landscape.
Armed with insights HIA’s digital strategy centered around four key transformation goals; Raise and capitalise on awareness, Increase sense of belonging & loyalty, Grow revenue and Build an efficient digital operating model.
HIA’s initial phases of transformation included an evolution of their onboarding & membership model, an overhaul of their e-Commerce platform and CPD structure & the creation of an informative digital resource library.
HIA’s new platform launched in late 2021 and saw an improved member experience, the development of new workflows, systems and online tools enabling self-driven problem solving, so that members could interact with HIA outside of business hours.
A month after launch, HIA reported a 500% increase in member sign-ups, 40% increase in user goal completion and 10% reduction in call centre traffic as members use the website’s self-service features.
2022 will see the next phases of transformation to assist HIA in further delivering a hyper-personalised, connected digital experience to their members.
Set up a discovery meeting to find out how Switch can drive your Association's business goals by emailing hello@switchit.com.
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