"Layercake has transformed us into an intelligence-led, evidence-based, and data-rich organization, enabling us to make better-informed decisions and take action at pace!"
Jennifer Sproul
CEO, Institute of Internal Communication
The Challenge
IoIC was in possession of substantial amounts of data on membership performance and experience but struggled to derive actionable insights. Their primary challenges included:
- Retention Issues: Despite growing membership numbers, retention rates were not meeting expectations.
- Lack of Data Interpretation: While they had access to rich data sources, they lacked a clear system to analyze and leverage them for strategic decisions.
- Member Experience Gaps: Members found it difficult to navigate and access relevant information efficiently.
Solution Provided by Layercake
Layercake stepped in to help IoIC transform its data into a strategic asset. By implementing data-driven insights, we:
- Developed Key Data Dashboards: Created custom dashboards for different operational areas, with a particular focus on membership engagement and retention.
- Introduced an Engagement Scoring System: Provided IoIC with a clearer understanding of member behaviors and interactions.
- Integrated OKR Methodology: Aligned IoIC’s strategic goals with real-time insights, enabling their board and HQ teams to track performance effectively.
- Enhanced Membership Insights: Enabled IoIC to identify critical touchpoints where members struggled, allowing them to refine their services accordingly.
Results and Impact
The collaboration with Layercake yielded significant improvements:
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Strategic Decision-Making: IoIC can now prioritize actions based on concrete data rather than assumptions.
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Improved Retention and Engagement: The insights-driven approach allowed IoIC to focus on improving member interactions, boosting retention rates.
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Member-Centric Enhancements: With data-backed evidence, IoIC has been able to optimize the member experience, ensuring quicker access to relevant information.
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Operational Efficiency: The introduction of OKR boards streamlined internal reporting and kept leadership informed with real-time progress updates.
Looking Ahead
IoIC is now diving deeper into engagement analytics to further improve retention. Layercake is supporting IoIC in refining its retention strategies through a multi-faceted approach:
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Enhanced Retention Strategies: Working alongside Senis AI to integrate artificial intelligence into retention planning, improving personalization, user experience, and pricing models.
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Content and Marketing Dashboards: Developing robust dashboards to strengthen top-of-funnel effectiveness, ensuring targeted content and marketing efforts yield better conversions.
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Team Enablement & Data Literacy: Embedding data-first practices across the organization, enhancing performance reviews, and improving team capability in data interpretation and strategic decision-making.
Through these initiatives, IoIC is set to further solidify its position as an insight-driven organization, driving sustainable growth and long-term member engagement.