The Royal Horticultural Society is implementing a new digital membership scheme with the aim of boosting customer engagement among the society’s 500,000 members.
The organisation, which runs Wisley Garden, Rosemoor Garden, Hyde Hall and Harlow Carr, has appointed Silverbear to deliver the digital transformation.
The project will begin this year at Chelsea Flower Show and Hampton Court Palace Garden Festival and use Silverbear’s proprietary program, developed using Microsoft Dynamics 365.
The initiative aims to improve the member experience, increase security around data collection and eliminate the time associated with employees manually writing out membership forms at shows before inputting the details at RHS offices.
RHS head of CRM Lucy Inskip said: “We chose Silverbear as a result of the great product it has developed and because of the strong team.
“We recently hit our 500,000-member milestone, so streamlining the organisation’s member management processes for the benefit of RHS and the members who support it is becoming increasingly important.
It is claimed that the Guildford-based firm, holds more Microsoft accreditations than any other CRM provider in the UK.
Silverbear chief executive Carl Grieves said: “At 500,000 members, the RHS has clearly established a successful membership engagement strategy. However, at that scale, effective membership management on a sustained basis becomes difficult when using non-digital methods.
“We look forward to supporting the RHS on its journey towards becoming a truly digital organisation.”