The ETF recently completed the first phase of a 'digital transformation' programme, which focused on two key areas – migration from a legacy 2011 Microsoft Dynamics-based CRM to cloud-based Microsoft Dynamics 365, and the implementation of a new integrated SET membership website.
While important, these improvements focused on a small part of the ETF’s extensive digital estate. In order to understand how technology could enable their next organisational strategic plan, the ETF sought to explore how they could enhance their ways of working, seeking to both refine their internal staff experience and significantly improve the experience they offer to members and customers.
Discovery
This project, sponsored by the Director of Professionalism and Customer Experience, was one of four critical organisational projects within the ETF.
In order to identify the ETF’s strategic goals, we ran a series of workshops to better understand their ambitions and gain an appreciation of how each system contributes to the overall experience.
Technology should act as an enabler for strategic aims, and it was critical to gain an understanding of the internal user experience in terms of how staff use technology and whether the existing systems were fit for purpose. We organised a set of interviews with senior staff across departments to understand the challenges that were preventing them from achieving their goals.
