Membership platform integration, CRM to website and back again

The brief: a membership platform dealing with corporate and student members. The CRM and the website were two separate worlds, and keeping them in sync was a constant manual effort.

The problem

When someone signed up on the website, their details had to be manually entered into the CRM. When an admin created a user in the CRM, someone else had to set up their website account. Two systems, two processes, and a lot of room for things to fall out of sync.

On top of that, different membership levels had different requirements. Some needed an approval step before access was granted, others should have been fully automated. But everything was handled the same way: manually, by whoever happened to be available.

“We were spending hours every week just making sure the CRM matched the website. It should have been automatic.”

What we built

A platform integration that connects the CRM and website so they stay in sync automatically, in both directions.

• Website sign-ups automatically sync to the CRM. No re-keying, no delays
• Users created manually in the CRM can be pushed to the website with automated account setup
• Membership admins can create, edit and manage website user access directly from their CRM
• Approval workflows built in for certain membership levels (corporate applications go through review, student memberships are instant)
• Fully automated provisioning for membership types that don’t need approval

The result

Admins now manage everything from the CRM. No more switching between systems, no more checking whether a sign-up made it across. The approval process for corporate members runs on its own, and student memberships are live the moment someone completes the form.

The hours that were going into manual data entry and cross-checking are gone. The membership team focuses on actually supporting members instead of administrating accounts.