This training is designed to address the critical need for union staff to effectively leverage digital tools and Member Experience Research (MXR) to enhance member engagement. By filling the skills gap around digital organising and the strategic use of data (CRMs), this course aims to empower participants to streamline their operations, improve data management, and optimise member journeys.
By the end of this course, participants will have developed a practical understanding of data (CRMs) and MXR, enabling them to engage members more effectively through personalised strategies. The course’s fundamental purpose is to equip union staff with the digital skills and member-focused insights necessary to drive greater engagement and deliver improved outcomes for union members.
Objectives
By the end of the session participants will be able to:
Define digital organising and explain the role of data/CRMs in member engagement.
Evaluate the importance of data quality for effective union operations.
Use available data and/or CRMs to create engagement funnels and track member participation.
Analyse member journeys using Member Experience Research (MXR) principles.
Develop strategies to improve member experience and satisfaction through journey mapping.
