Technology “critical” as Airmic seeks to tailor its support for members

Airmic’s membership may be at an all-time high, but the association can do more to maximise its potential, according to its chairman Patrick Smith. Technology and segmentation will be critical as it seeks to provide an ever-more tailored service.

Airmic enters the New Year with membership still on the rise, albeit very slowly, at a time when some comparable associations are losing numbers and despite the fact that many organisations have reduced their risk and insurance departments. Engagement is at exceptional levels, with well over 50% of members attending at least one Airmic event and record attendances at flagship occasions such as the conference, the recent annual dinner and Academies.

Nonetheless, chairman Patrick Smith sees 2016 as an opportunity to recruit new people to the association and to provide an individualised service to each and every member. He believes greater use of technology is “critical” to the future, especially the new website due to go live later this year and the use for the first time of a CRM (Customer Relationship Management) system.

Other plans include the establishment of an Advisory Board of experienced risk managers to help steer the association plus the use of digital technology to enable members to experience Academies, other events and access resources on-line.

“To be a “best-in-class” membership organisation we must continue to develop - to use technology to provide a personalised service,” he says. “There’s a digital world out there that is routinely used in industry. CRM and our new platform will take us towards giving our members a more tailored and personalised product.”

He cites, as an illustration of where Airmic is heading, the way modern retailers are able to communicate with individual customers in a way that tells them about things that are relevant to them without burdening them with information of no interest.

He regards fastTrack – the section for less experienced risk managers – as a great example of how segmentation can help the association meet the needs of a specific group. He would like to see Airmic offer similar support to risk managers at all stages of their careers.

“I see the proposed Advisory Board as another means of segmentation - in this case, the leaders amongst our membership in senior roles who wish to influence the future of the wider profession” he says. “The Advisory Board will be a great opportunity for them to mix with their peer group and exchange ideas, whilst at the same time making a significant contribution towards Airmic’s activities and decisions. And, additionally, this further benefit will support our ambition to grow all areas of our membership, whilst further engaging our existing members”

Although Airmic membership has increased by about two thirds in the past decade, the numbers are plateauing. Smith sees CRM and digital engagement as helping the association to increase the breadth and depth of involvement.

“There are still senior risk professionals who are not part of Airmic. A tailored proposition would give us a really strong business case for membership,” he says. “Risk has never been more important. We have demonstrated our capacity for thought leadership. The opportunity is there for continued growth and we must take it.”

Airmic news will update readers throughout the year on progress in these areas.

Patrick Smith – a more tailored, personalised approach