BUSSQ Super see 360° view of member experience with integrated MarTech stack

In 2019, BUSSQ Super engaged with Triggerfish to build an online join process - “Choose”. The member onboarding project uses data from Microsoft Dynamics CRM, integrated with Sitecore Experience Cloud and Sitecore Marketing Automation to sign up members in less than 30 seconds.

BUSSQ head of digital transformation and technology, Mirko Roettgers, said, “The new join process we have developed with Triggerfish is one of the fastest join online processes in the industry and we couldn’t be happier with the outcome. We are excited for our members to start seeing the benefits today, and equally as excited to see where the platform will take us in the future.”

With the Choose Portal up and running, BUSSQ entered the second quarter of its partnership with Triggerfish, and agreed on the next best steps for platform maturity.

Connecting member join to the website experience

It identified that while a construction worker might sign up to BUSSQ Super in the Choose Portal on a construction site, the remaining onboarding journey would typically be completed by themselves or their partner at home. As such, the platform needed to ensure re-entering the onboarding journey was clearly defined through the website both on mobile and desktop. It also needed to be simple to use so the customer would onboard to the point of contribution.

Triggerfish knew that a CRM integration using Sitecore Connect for Microsoft Dynamics and data collected during the Choose Portal would provide all the data BUSSQ needed to start personalising, fast. This would allow segmentation and personalisation, and allow the MarTech to identify unknown contacts into known contacts, linking names, emails and phone numbers with IP addresses.

On its previous site, BUSSQ had about 600 pages that were disconnected. It needed to consolidate them onto a site that  both new and existing members could navigate and find the content were looking for. Without clarity on the purpose of the content, BUSSQ couldn't determine what and where to use Sitecore Personalisation.

Hyper-personalised content delivering the next best conversation

BUSSQ wanted to know its customers better, and target  with hyper-personalised content that was the ‘next best conversation’ based on that customer’s previous interactions across face-to-face, phone, or online channels.

360° view of the customer

Now a seamlessly integrated platform, the new website directs new customers to the Choose portal. Once they've been identified, segmented, and re-enter the website they are served the next best conversation. “This process of identification, segmentation, and personalisation solves both acquisition, retention, and onboarding roadblocks that BUSSQ was facing prior to the website upgrade” said David Bouwmeester, Senior Digital Specialist at BUSSQ Super.

The new Sitecore Experience Platform collects page goals, page events, outcomes, as well as email data. Where Sitecore Email Experience Manager is sending campaigns to contacts, the data is synced as an event into Dynamics CRM – giving BUSSQ a 360-degree view of all its interactions with its members. No matter where or how a potential or existing member engages with BUSSQ – whether it be face-to-face, via email, online, or on the phone through the customer call center, BUSSQ’s digital experience platform has all the information needed, in real-time, to contextually continue the conversation with the member.

Roettgers said, “As a true partner, Triggerfish understood the next evolution of our digital experience journey was to leverage the integration of Sitecore and Microsoft Dynamics for Personalisation. We now have a 360-degree view of the member experience, This allows us to have hyper-personalised conversations across any channel, at any time.”

Key Business Outcomes

Conversions: BUSSQ is seeing a 19.36% conversion rate, with almost 20% of new sign-ups becoming a member in 30 seconds.

Onboarding: 90% of all customers who re-engage with BUSSQ through Sitecore Marketing Automation go on to complete the entire join process.

Employer Engagement: Where an employer email is entered, Sitecore contacts the employer with the contribution form. About 35% of members use this new automated function, that was not possible before.

Contact Identification: BUSSQ now have full visibility of known contacts interacting with their site and have measured upwards of 2000 identified contacts in the system since it went live.

About Triggerfish

Triggerfish was founded on the belief that a pragmatic approach to enabling MarTech in B2B and B2Member organisations requires the connection of cross-organisation business goals and the building of a marketing operations rhythm to fuel digital growth. Triggerfish provides lifecycle services including business case, technical implementation, running digital marketing operations and ongoing optimisation.

It helps business leaders deliver profitable growth by understanding their customers and helping their people create an operational rhythm with marketing and technology.

Learn more about Triggerfish on its website.