The Chartered Institute of Purchasing & Supply

Solution

The first task was to provide a Business Opportunity Assessment™:

• Assimilate business processes and IT systems
• Audit and appraise CRM, Sales and Campaign and Website data
• Build membership and customer segmentation
• Identify 'gaps' and generate target subjects for bespoke market research
• Analysis workshop with CIPS management

The second stage was to conduct on-line market research:

• Current members
• Past members
• Non-members (customers)

The third stage was data fusion:

• The outcome of the UK research was fused into the analysis database
• Key findings extrapolated against appropriate records
• The enriched data was then subject to a second round of analysis; filling in the 'gaps' of knowledge
• Analysis workshop with CIPS management

NB. All market research was conducted following the codes of the Market Research Society.

Benefits

The results identified:

• How current members, resigned members and customers view the institute, its products and services
• How these views influence purchase decisions and ultimately;
• How they, as a professional membership organisation, measure up to those expectations

Armed with this knowledge CIPS is ensuring their marketing strategy addresses:

• Any issues to pre-empt churn
• Increase business with existing members and customers
• Support new business development