arvato works in tandem with national cyclists’ organisation to help increase membership to record levels

“arvato is the most trusted membership services partner we have had since we outsourced this part of our business. Over the last five years, the team has identified areas of weakness and helped us take full advantage of opportunities including the growth in cycling and the rise in e-commerce. arvato has gone the extra mile to achieve 100% of the key performance indicators in our Service Level Agreement.”

John Storms, Business Development Manager, CTC

Partners since 2005

challenge: to make cycling enjoyable, safe and welcoming for all

CTC is a not-for-profit, UK cyclists’ organisation that has promoted and protected the rights of cyclists since 1878. arvato was appointed to take over management of its 50,000-strong membership club in 2005. Prior to this, CTC was receiving high levels of complaints and had no Service Level Agreement in place to benchmark activities.

The key performance indicators agreed included:

• Delivering improved customer service
• Reducing complaints
• Supporting a minimum 5% year-on-year growth in membership

solution: to deliver an all round service

In partnership with CTC, arvato developed a complete membership service, covering communication, administration, fulfilment and finance services. Each interaction with members was used as an opportunity to raise revenues by cross-selling CTC services, ranging from travel and insurance, to rides, rallies and holidays.

arvato employed a flexible approach to the growth in CTC marketing activities such as online services and e-commerce.

This was supported by a real focus on quality, with key performance indicators guaranteed by a Service Level Agreement.

successes: more members – new, family and former

• Increased CTC membership by over 34%, since start of partnership
• Added 10,000 new members in 2010, helping CTC reach the highest number of members in its history
• Boosted family memberships by more than 1,000 in 2010
• Increased online applications by over 50% between 2008 and 2010, through a new website
• Transferred 2000 members from adult membership to senior membership
• Achieved double the target for annual renewals through the promotion of five-year memberships for the price of four – 12% take-up achieved
• Cut complaints by two-thirds between 2009 and 2010
• Converted lapsed members – recruited 3.5 times the forecasted recruitment figure

services: going the extra mile

• Member acquisition and retention
• Member satisfaction and experience
• Membership management – off-line and online
• Facilitation of marketing campaigns and communications
• Administration and finance – membership and member activities including events
• Fulfilment – membership packs, products, services