The Royal College of Midwives – Membership ServicesCase study
The Royal College of Midwives (RCM) are a professional association with over 48,000 members who represent the interests of midwives throughout the UK and internationally.
Since 2012, go-centric has worked in partnership with the RCM to enhance their member experience and engagement.
go-centric currently handles around 37,000 contacts each year for the RCM, resolving 94% of the enquiries presented while escalating the remaining 6% of more complex enquiries back to the in-house team to manage. Eliminating these general enquiries, basic processes, reception and switchboard functions allows the in-house team to focus on more strategic activity.
In providing an omni channel service for RCM, we provide the opportunity for their members to make contact through their preferred channel, to suit their needs.
- Membership services
- We are ‘RCM Connect’, taking every inbound call and all membership enquiries
- 94% of queries resolved at first point of contact
- Administration of memberships
- Direct members to employment support
- Proactive outbound calls to improve and measure membership experience
- Membership payments online and over the phone
- Data intelligence and continuous improvement through trend analysis
As a key partner, it’s important we not only understand the practical and commercial needs of a business, but also their culture and vision. We know and understand the values of RCM and are proud that our organisations share many core values.
Our Role as RCM Connect
We act as the first point of contact for RCM members, handling reception, general and membership enquiries via call, email and web chat. We also assist with requests for specialist advice and get the member in touch with the relevant Workplace Steward or Regional/National officer. We provide extended opening hours for members (24 hours), which provides total flexibility for midwives on varying shift patterns and hours.
In addition we support RCM with a wide range of administrative and back office tasks, including processing applications and cancellations. The scope of this has increased over time, beginning with the processing of renewal forms, before moving onto membership applications and cancellations. This has freed up RCM staff to focus on more complex cases and back office functions.
We carry out various outbound data cleansing projects including contacting members who have an invalid address or email on the system. This ensures the RCM are able to keep in regular contact with their members. In 2018 we updated over 700 members’ addresses as a result of data cleansing work.
Our detailed knowledge and understanding of RCM’s organisation means we are well positioned to carry out ad hoc projects at short notice. This provided vital support to them following their move to a new CRM system.
We are able to investigate any member complaints and also fully report on the member experience including contacts received and response times. All the feedback received and data on membership activities is analysed and shared with the RCM, including any recommendations for improvement to the membership experience. Our data intelligence reporting is completely tailored to RCM’s needs.
The RCM have been working in partnership with go-centric since 2012 and during that time we have jointly created and launched the RCM Connect service with the aim of improving responsiveness to RCM members. go-centric have been flexible, creative and committed in their approach to helping us achieve this, and we are delighted to be working with them to continue delivering an excellent service for our members.
We developed a great working relationship with go-centric and their dedication remains consistent over the years. Highly efficient and very professional in all areas, we appreciate their services as they have been a tremendous support for our organisation
The RCM has worked closely with go-centric since it took over responsibility for RCM Connect. They are responsive to our needs, with innovative ideas to strengthen the relationship we have with our members. They have been integral to our membership growth. It is a partnership.
go-centric is currently providing expert support to our aspiration to deliver an exemplar communications strategy. They are also delivering a project to improve member retention in the first year of RCM membership.
We Continuously Improve Our Service
In the renewal period 18/19, all renewals were processed up to date by the 25th of January (an improvement of 27 days from the previous year) – a total of 4300 processed.
Over 4400 applications were processed in 2018. Over half of these were processed over the busy student period from August – October (a rise of 25% from the previous year). In this period all applications were processed within an agreed 2-week SLA, with 70% processed within one day of being received.
Offering LiveChat support, enables members to ask questions through the website, with a speedy response, an average wait time of 8 seconds. We worked with RCM, making recommendations of how to promote this channel to increase its usage, and as a result contact through this channel has increased significantly, particularly for simple enquiries.
Our partnership approach with RCM ensures we continually improve the service to members, resulting in an ongoing reduction in the number of queries which need to be passed or escalated to RCM, 94% being handled at first point of contact by our dedicated team.