The Federation of Small Businesses (FSB) has massively reduced the number of paper-based new member sign ups in the first month of launching its new mobile membership app, now accounting for less than 2% of applications. MOJO (Mobile Joining) was launched to make the process of signing up new members easier for their field-based member advisors. In the first month alone, the app managed 98% of membership applications.
The mobile platform integrates directly with the FSB’s membership management system, NG from Advanced Business Solutions (Advanced). This ensures that new member information is updated directly into the CRM system immediately - or at the first point at which there's sufficient internet connection – giving the organisation increased control over its entire membership portfolio.
Ian Martin, Head of IT and Change at the FSB comments: “We are increasingly aware that small business owners are embracing new technology and mobile is the future. Many entrepreneurs and CEOs are now in their 20s and 30s, so in order for us to appeal and remain relevant, we knew we had to engage with them in the way they operate – online and via mobile devices, at any time. The app makes the process easier and allows us as an organisation to capture payment information too, which has huge benefits for streamlining payment processes.”
“Our engagement strategy with new members has also improved as a result; we have an automated welcome email which is sent as soon as the information reaches our CRM solution, sometimes before the introductory meeting has even finished!”
The mobile app utilises this integration to allow real-time searches of data held in NG. Membership advisors are able to find current or perspective members by proximity, postcode and other criteria whilst on the road, increasing their efficiency. One of the key benefits has been the savings made in the back office. Employees are no longer needed to key in all new member data, which means the FSB has been able to repurpose them to focus on inbound and telephone sales, further increasing the apps impact on sales.
The FSB plans to develop the app further, improving the interface and integration with chip and pin payment, as well as utilising it across the organisation.
Martin concludes: “Developing this app on NG, our membership system, works really effectively as we are able to make use of its APIs. Its introduction has improved back office productivity, which will lead to improved sales and has opened the door to many other applications for the FSB.”
Simon Fowler, Managing Director, Advanced Business Solutions (NFP), says: “We’re delighted that the FSB is using our technology platform to drive forward new mobile engagement strategies with its members, reflecting new work patterns which also help support and meet the needs of its staff based remotely out in the field.”