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Tampere Chamber of Commerce and Industry (Tampere CCI) is a Finnish business advocacy and service organisation with over 2000 members. It aims to improve its members’ competitiveness by providing them with advocacy, training and networking. We've worked closely with them to support their digital transformation journey and enhance their member services.
Key objectives: modernising digital systems and enhancing member services
Tampere CCI was set on modernising its digital systems to enhance operational efficiency and enrich its member experience. The goal was to create an end-to-end member service ecosystem that integrated CRM, membership relationship services on their website, event management, and data-driven marketing automation, limiting the need for manual effort. They needed a partner to lead the entire transformation, from strategic planning to execution and ongoing support, and Columbia Road has been working closely with them to provide exactly that.
Tampere CCI was looking for more than technological upgrades; they sought a strategic shift to improve member communication, demonstrate the value of membership, and offer personalised recommendations based on existing data. Their previous system lacked flexibility and reliability, limiting their ability to engage effectively with members. Moving forward, Tampere CCI aimed to create a seamless member experience by enhancing internal processes, improving system reliability, and centralising all operations into a modern, integrated platform.
Our approach: driving Tampere CCI's digital transformation
We worked closely with Tampere CCI to tackle their key challenges and provided expertise from planning to execution, ensuring the coordination and execution of all aspects of the transformation.
Our approach included redesigning Tampere CCI’s website and implementing a robust CRM and marketing automation solution. We integrated Salesforce CRM to efficiently manage membership data, lifecycles, and operational tasks, while seamlessly connecting it with the Lyyti event management tool and Procountor for automated billing and invoicing. We acted as a comprehensive partner in building the organisation's technology stack.
The website was rebuilt using WordPress, with easy maintenance and seamless integration capabilities. Salesforce Marketing Cloud Account Engagement was used to automate and personalise member communication, leveraging the data available to tailor messages across different stages of the membership journey.
Key technology components included:
- Salesforce CRM for managing member data and streamlining membership processes.
- Salesforce Marketing Cloud Account Engagement to automate and personalise member communications.
- WordPress for rebuilding the Tampere CCI website, ensuring it was easy to maintain and integrate with other systems.
- Lyyti with plug-and-play integration to Salesforce for enhanced event management capabilities.
Impact: improved member services
Our year-long and ongoing partnership has delivered significant positive impacts for Tampere CCI. We have enhanced member services, streamlined operations, and improved overall efficiency. Key impacts include:
- Enhanced member services: The Salesforce CRM platform facilitates better member data management, improving service delivery to members.
- Reduced workload & improved experience: Automation has significantly reduced manual tasks, resulting in more efficient operations and better member service.
- Streamlined event management: Integrating Lyyti with Salesforce simplified event registration and modernised registration pages. Real-time attendance tracking helps optimise event logistics, supporting Tampere CCI’s sustainability goals by reducing unnecessary resource use.
- Renewed website: The renewed website offers enhanced mobile usability and accessibility, elevating the overall member experience.
Continuous partnership and future plans
As Tampere CCI’s technology partner, we continue to support their evolving needs in both strategic planning and Salesforce expertise. Moving forward, we will focus on expanding marketing automation, managing the full member lifecycle, and refining personalised communication based on engagement levels.
The future development roadmap includes implementing personalised communication beyond generic newsletters, drawing insights from customer data, and further automating member communication using event and engagement data. This will help ensure that every member receives timely and relevant content, maximising engagement and demonstrating the value of membership.