Insights from Oomi’s Webinar
This morning, I had the pleasure of attending an insightful webinar hosted by Oomi, a specialist CRM provider dedicated to the membership sector. The primary focus of the session was the widespread challenge of data silos—where key information, often duplicated, is stored in multiple systems across an organisation. This fragmentation prevents data from being shared or updated consistently, causing a range of operational and member-focused problems.
Why Data Silos Matter
When member data is scattered across the organisation, it is difficult to achieve a single, comprehensive view of member engagement and behaviour. This fragmentation can lead to disjointed communications, reducing member satisfaction and trust in the organisation. Furthermore, data silos hinder an organisation’s ability to cross-sell and upsell effectively; without a unified data set, it becomes much more difficult to segment and personalise marketing messages.
Critically, as the webinar emphasised, membership bodies looking to harness the power of Artificial Intelligence (AI) will find it particularly challenging to do so when data is locked away in separate systems. AI thrives on large, integrated datasets in order to learn patterns and deliver accurate insights. Where data remains fragmented, the effectiveness of AI-driven solutions diminishes drastically, producing incomplete or even misleading outcomes. Organisations hoping to embrace AI to improve member experiences, drive engagement, and personalise services must therefore first address the problem of data silos.
Creating the “As Is” State
A key takeaway from Oomi’s webinar was the importance of first mapping the ‘as is’ state. In short, if you cannot see what is currently happening with your data and processes, you cannot improve them effectively. This exercise typically involves documenting existing business processes and technologies, along with conducting a thorough data landscape analysis. The goal is to pinpoint what data is stored, where it resides, and how it is used.
Engaging colleagues across various departments is crucial in this discovery phase. By involving staff at all levels, you ensure that everyone understands the current state and recognises how disjointed systems and processes can impact both their day-to-day work and the overall member experience. It is common for membership organisations to have grown their systems organically over many years, creating unwieldy networks of legacy technologies that rarely communicate well with one another—leading to the frustrating silos we see today.
Defining the “Target State”
Having established the ‘as is’ picture, the next step is to define your ‘target state’—the data ecosystem you wish to achieve. This may involve consolidating onto a single CRM platform or using data synchronisation solutions to keep multiple systems in sync. There is no universal solution; what works for one organisation could be entirely unsuitable for another. The key is to select the right technology from the right partner, at the right price, aligned with your organisation’s specific needs and ambitions.
By successfully breaking down these silos, membership bodies can unlock significant benefits, including improved member retention and acquisition, reduced attrition, and efficiency savings. Moreover, they will be far better positioned to deploy AI solutions that can enhance personalisation, optimise marketing, and ultimately drive member satisfaction.
How Intercloud9 Can Help
If your membership organisation is grappling with data silos and unsure where to begin—particularly if you have aspirations to adopt AI—Intercloud9, is here to assist. We specialise in mapping out your ‘as is’ and ‘target state’, recommending practical steps and solutions that address your unique requirements.
Get in touch today for a no-obligation conversation about how we can help you streamline your data, future-proof your systems, and deliver a truly joined-up member experience.
