Association Insight International & European Association Insights Winter 2015 | Page 17

Article | Association Insights

However, one must recognise the difference between a
C/MRM solution and the legacy membership system that
systems tend to be business management systems,
management, subscriptions and payment, membership and
renewals and contact management. They will co-exist within
the organisation alongside other applications created for
They are unlikely to address business process and will exist
outside any member management strategy, so that no-one
sees the whole picture.
In contrast, the Membership or Customer Relationship
Management system relies on a universal member-focused
360° view of the relationships based on activities from
across the organisation potentially accessible by anyone
in the organisation. The C/MRM impacts every functional
area, not only those that directly relate to members so
that everyone in the organisation is expected to submit
information and sees the same information and is aware
of the members’ various touchpoints; this facilitates the
the organisation’s ethos whilst providing access to complete
analytics and KPI measurements.
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