The GRAMMY Awards® present attracts tens of millions of viewers from all over the world, desperate to witness the dwell performances, see the outrageous outfits, and partake in a world celebration of the music trade’s highest achievers.
It’s a significant manufacturing. Which is why the Recording Academy®, which hosts the GRAMMYs®, calls it “Music’s Largest Evening®.” However it’s nonetheless just one night time. The remainder of the 12 months, the Recording Academy is tough at work making certain the recording arts stay a thriving a part of the world’s shared cultural heritage. As a member-based society of music professionals, the not-for-profit represents the voices of performers, songwriters, producers, sound engineers, and all music professionals.
Briefly, members are the lifeblood of the Recording Academy. And with the assistance of IBM Consulting, the RA is quickly reworking the member expertise.
A name for modernization
The Recording Academy is dwelling to 23,000-plus members. However partaking that membership is a rising problem in as we speak’s fast-paced digital setting.
“That is the digital age. And digital experiences outline your model, whether or not you’re a retailer, a financial institution, or the Recording Academy,” says Panos A. Panay, President of the Recording Academy.
To raised interact its members and appeal to new ones, the Recording Academy wanted to modernize, migrating its legacy CRM database to a cloud-based answer. To assist, the Academy turned to IBM Consulting™, which optimized their use of the Salesforce Expertise Cloud and Salesforce Advertising and marketing Cloud platforms as a part of a broader digital transformation.
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Section one
Previous to the Salesforce implementation, the e-mail journey for GRAMMY® nominees was managed manually in an un-integrated course of. The Academy knew Salesforce was the reply. However shortly after they launched into their Salesforce journey in late 2022, the group realized they didn’t have sufficient time or enough sources to unlock the complete worth of the expertise and advertising and marketing platforms. In order that they developed an preliminary two-phase engagement to triage non-negotiable processes earlier than addressing long-term engagement and scalability.
Within the first part of engagement, IBM Consulting helped the Academy group develop a roadmap targeted on nominations, ticketing and membership renewal journeys for the 2023 GRAMMY Awards. Simply weeks earlier than nominee e mail notifications had been scheduled to exit, IBM Consulting started conducting IBM Storage™ workshops with the Recording Academy group that included mockups of what the journey may appear to be.
Throughout this part, IBM Consulting was in a position to assist the Academy pace the event of Salesforce performance utilizing pre-built accelerators that saved 1,000 growth hours and allowed the Recording Academy to customise the expertise in time for the sixty fifth GRAMMY nominations.
The now automated course of takes GRAMMY nominees on a fascinating and easy-to-follow journey, the place they will entry all of the thrilling GRAMMY-related data, reminiscent of occasions main as much as the ceremony and purchase tickets.
Section two
Inside the Recording Academy, there are various ranges of membership and engagement, together with the Recording Academy, the Latin Recording Academy®, voting members, non-voting members, college students, and lifelong members. IBM Consulting conducts ongoing IBM Storage workshops with the Academy to construct and refine a Salesforce roadmap that delivers customized experiences to every of their 23,000 members. There are a number of energetic workstreams targeted on bettering the member digital journey and the expertise:
Ticketing Optimization – For the Recording Academy and the Latin Recording Academy Award reveals, IBM partnered with the RA group to construct out new digital ticketing journeys, permitting for a extra seamless consumer expertise to buy tickets and consider GRAMMY present particulars. This work elevated the effectivity of the ticketing course of by 80 p.c.
Salesforce Enlargement – IBM is partnering with the Academy’s IT group to implement the wants of membership for the Recording Academy, the Latin Recording Academy, Finance, and GRAMMYU groups by means of a capability mannequin. Now we will simply accommodate advert hoc requests and be versatile with scope to fulfill the vital timelines related to each award reveals and different shifting priorities.
Advertising and marketing Cloud Migration – IBM is working with the Recording Academy and the Latin Recording Academy to maneuver campaigns and journeys for each members and shoppers from the legacy system to Salesforce Advertising and marketing Cloud. Within the means of migration, we’re working with the Advertising and marketing group to streamline and automate the journeys to avoid wasting the Academy group effort and time.
Optimized Processes – IBM and the Academy groups are streamlining a wide range of self-service processes for members, from permitting delegates personalized entry to assist handle their accounts to managing funds. We’re additionally enhancing safety and permissions for various actions and modernizing the reporting course of.
12 months of higher membership service
In response to IBM’s newest State of Salesforce report, corporations which are thought-about leaders in the usage of Salesforce generate 40 p.c extra income per Salesforce license. And although the Recording Academy is a not-for-profit group, the outcomes converse to the significance of world-class buyer (or member) experiences.
That’s why specialists from IBM Consulting proceed to work carefully with the Recording Academy group to unlock the following wave of worth from the Salesforce platforms so the corporate can develop and scale. This ongoing partnership permits the world’s main society of music professionals to boost their member experiences year-round so it might construct on its mission “to acknowledge excellence within the recording arts and sciences, domesticate the well-being of the music group and make sure that music stays an indelible a part of our tradition.”
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