Personalising membership content, globally
Generating rich data using CRM integration to facilitate personalised marketing while also giving members more choice.
Introducing... the Federation of Master Builders
The Federation of Master Builders (FMB) is the largest trade association in the UK construction industry representing 8,000 small and medium-sized (SME) construction companies. The FMB helps its members promote, protect, and grow their businesses, while its ‘Find a Builder’ tool connects homeowners with professional, local builders they can trust.
The Challenge
In 2020, the FMB’s digital setup was causing significant issues for staff, members, and customers. With five unconnected digital systems, unclean data, and manual processes, it became increasingly difficult for the FMB team to provide members with the support they deserved. Siloed data and little integration between the website, marketing and events, limited their view of members and ability to improve their experience. Members had to call the FMB office to update their files and the disputes process was managed through emailed pdf forms.
What FMB wanted
The FMB wanted a powerful website that would shine a spotlight on their members and help them grow their businesses. Their goals included:
- Significantly increasing use of Find a Builder search tool for members & consumers
- Fully integrating website and database with centralised contacts
- Improving member experience & managing membership online
Pixl8 Group and Bluelight CRM had the technological solution to transform the FMB website, deliver new member-first solutions and make life easier for staff.
Platform launch success
The platform launch in late 2020 delivered vastly improved website performance and user experience - recognised with a 2021 Memcom Award for Best Digital Transformation. Continuous improvement was discussed right from the start, leading to an ongoing close partnership with Pixl8 that is delivering powerful results. The original project involved:
Five separate systems were replaced with Pixl8’s platform - unifying CMS, email marketing, payments, awards and events management into a single interface. Integration with BlueCRM - a Microsoft Dynamics product from BluelightCRM - allows the FMB to easily track all interactions and transactions.
A single view of data
For the first time the FMB has real and useful visibility of its CRM data. Data was previously siloed - due to a disconnected CRM, website and email provider. Now they can clearly see their members’ data - including builder’s trade, region, subscription and insurance status - in their website platform.
The marketing team now uses segmented data to send automated emails including reminders to members whose insurance is about to expire. Visibility of members’ website actions means that the team can use insights to create more relevant and targeted content.
New find a builder tool
The website search tool which allows homeowners to find an approved local master builder has been completely rebuilt - along with the members’ area. Previously members couldn’t update their details online. They can now download their own invoices, reset passwords, add new trades and improve their Find a Builder profile by adding case studies. The membership team are seeing fewer ‘admin-related’ phone enquiries - freeing up time to develop services.
Online disputes form
The FMB’s disputes process was streamlined and moved online - thanks to Pixl8’s intuitive formbuilder tool. Previously customers had to download a pdf to see a flowchart of the disputes process. They then had to complete another pdf form and email or post it to the FMB. All disputes then had to be manually entered into the CRM. The formbuilder widget delivers a clear and concise online step-through process for the consumer. Now, 99% of disputes come via the FMB website. This is saving valuable time that is being spent on developing services.
A partnership for continuous improvement
The FMB and Pixl8's strong but flexible relationship - built on strong communication and mutual respect - has led to further collaboration in the form of quarterly reviews. These assess website performance and identify iterative improvements to user journeys and features, that align with the FMB's strategic priorities. The FMB were confident in Pixl8’s expertise in strategy, and optimising UX, imagery and copy which helped deliver great results at launch. They value the team's insights which help inform the FMB's digital roadmap.
From these quarterly reviews the FMB identified an opportunity to enhance their Find A Builder directory. The new version launched in early 2024 showcases a fresh look, improved user journeys, navigation and new features that make it easier for builders to showcase their work and connect with homeowners.
A “Post a Job” feature allows customers to send enquiries to builders who are immediately available in their area. If they don’t receive a reply they get a message asking if they want to post to other local builders. Improved search and pagination serve more results to users, making it easier to navigate through lists.
Builders’ profiles are even easier to manage and can now display their availability and set multiple areas of operation.
Working together to deliver ongoing success
Since launching the enhanced Find a Builder in February 2024 the FMB has seen:
- 89% increase in member activity (profile logins and updates)
- 50% increase in traffic to Find a Builder
- 30% increase in direct consumer enquiries (driven by 'Post a job' feature)
- 300 members now set more than one location to operate in
I have really enjoyed working with Pixl8; we stretch each other’s thinking and it’s been brilliant to see the results produced. I have turned to them with challenges and tight deadlines and they have gone over and above. I know I can challenge them and they also challenge me back - I value this hugely. Thank you team Pixl8.
It’s exciting to see where the FMB’s digital transformation journey will go next, but one thing is certain: Pixl8 will be right there beside them.
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Winner of Best Digital Transformation in the 2021 International & European Association Awards.
Award winning projects
This membership portal won the Best Digital Transformation award in the 2020 Association Awards UK (AAE).