Technology for Business Benefits

The previous twenty years has witnessed astounding advancements in technology, both for business and private use. The Internet has revolutionised how we interact with each other and companies, how we consume information and how we communicate.

Other technology, for example advancements in the software world has improved how businesses control their data, operations and customer interactions. CRM (Customer Relationship Management) solutions help businesses manage their potential and existing customers, finance solutions manage everything from the creation of purchase orders, invoices through to payments and management information, whilst HR solutions manage everything that surrounds employees and team issues. There’s no doubt that technology has made organisations more streamlined, with lots of operations that used to take days, now taking a matter of seconds.

However, it is essential that technology is employed for the right reasons. It is often far too easy to get caught up in the latest fad, wanting to install the most up-to-date technology because it appears cool, entertaining or just because you want to be seen to be doing so. Adopting technology with no thorough preparation can lead to costly mistakes. A lot of technology investments can be rather expensive, so undertaking an installation without understanding the factors behind it or the goals it is designed to attain can mean that an ROI (Return On Investment) is doubtful and even worse the technology could go unused, wasted owing to bad preparation.

So what do you need to be concerned about when investing in technology? Rather than selecting the technology out to start with and figuring out where you are able to apply it in your business, think about what business problems you have and the way you can solve it.

Common problems membership organisations deal with are:

1. Lack of membership renewals
2. Inadequate membership subscription/renewal method
3. Lack of visibility over members
4. High business costs
5. Mediocre communication with members
6. Dwindling number of new members subscribing
7. High event management overheads
8. Inefficient back office processes

The temptation is to identify a desired bit of technology and attempt to rationalise its purchase, instead of recognising a business problem and identifying a piece of technology that can solve it. If the above is a list of business issues, consider what the desired goals of the technology would be.

Business problems versus goals:

1. Improve membership renewals: Enhance the communication to members, make sure members experience and appreciate the value of their membership, make sure renewal method is straightforward and efficient
2. Improve the membership subscription and renewal process: Make it faster, more streamlined and efficient
3. Improve visibility of who your members are: Be aware of how many members you have, what their history with your organisation is, how engaged they are with your association, how pleased are they with their membership subscription?
4. Reduce business costs: Increase efficiency and cut waste
5. Improve communication with members: How do members want to communicate? Offer them options, then use this effectively
6. Grow the number of new membership subscriptions: Market the organisation better, communicate the benefits of membership, increase awareness of the organisation, develop the number of member-to-member referrals
7. Reduce the costs of events: Grow delegate numbers, automate fundamental event processes, enhance effectiveness of manual procedures
8. Enhance back office operations: Improve communication between departments, streamline and automate processes where possible, reduce waste and increase control

As soon as you have successfully discovered your business issues and outlined the goals for technology, you'll be able to then start to research the available technology and see what would be a good match. You may concentrate on just a single concern, or you can try and acquire a piece of technology that would try and solve all your individual business issues.

It is important to spend time researching various technologies and organisations. It could be that the iPad you really wanted just can’t solve the business issues you need to address!

It is also important to think long-term regarding your technology investments, and how it can continually accomplish its purpose. If the goal is to increase membership subscriptions and renewals, it should be able to continually increase these levels. Sizeable technology investments ought to be employed with a long-term target and strategy.

A membership software solution is one such technology. It’s able to simplify and automate many of the membership procedures, improving the member experience and improving the efficiency and control of the membership organisation using it.

Like many technology solutions, investing in a membership software solution is not something that should be carried out lightly. You should think about what your specific business problems are and what your key targets are. It’s important that the solution meets these specific goals, and that it truly supports your organisation’s needs.

It is also important to take into consideration the company supplying the technology. Are they the type of business that you can build a long-term relationship with? Are they secure? Are they able to maintain and grow the technology you’ve invested in, ensuring its future is sustainable? Are there going to be high renewal costs each year? Can they offer you a high level of support? These are all questions that you should think about when making an investment in technology. You do not want to find out that the software solution you invested thousands in is obsolete after just 2 years!

Resource Box
Silverbear Membership Management software is part of the range of solutions from Silverbear Ltd. Used within societies and membership organisations throughout the UK, it supports businesses to build, define, examine, inform and communicate with existing and potential members.

Silverbear is helping membership organisations on a daily basis. For more information on Silverbear Membership Management solution and the benefits of membership software, visit their website at http://www.silverbearmembership.co.uk, email membership@silverbear.co.uk or call 01483 301 333.