Case study

Personalised digital experiences with a connected CRM and CMS

Chartered IIA replaced disconnected, dated systems with a platform connecting Microsoft Dynamics 365 CRM, an Umbraco website and a member portal. The new setup supports self-service, personalised content and clearer processes for staff and members.

Challenges

The website and member portal operated separately from the ageing CRM.
Disconnected systems increased the risk of data discrepancies.
Static digital services limited personalised member journeys.
The programme also had to align with a rebrand and the annual renewal cycle.

Outcomes

CRM, website and portal now work as a connected platform.
Members can complete key tasks through self-service.
CRM data supports more relevant content, alerts, courses and events.
Staff can manage website content and member journeys more easily.

The Challenge

Chartered IIA had developed several separate systems over time. The dated website and portal were disconnected from the CRM, making daily membership and communication work harder and limiting the institute’s ability to tailor digital journeys.

The Solution

Bluelight connected Microsoft Dynamics 365 CRM with an Umbraco website and member portal. The platform uses CRM data to support member self-service, conditional content and relevant prompts, while giving staff more control over content.

Implementation

The technology programme ran alongside a rebrand and a defined renewal timetable. Bluelight worked with Chartered IIA to build the CRM, website and portal around one connected data structure and coordinated the work needed for a single launch.

Results and Impact

Members have a clearer route to manage their relationship with the institute and access relevant content. Staff have a more connected view of member data and can manage digital content with less reliance on development support.