CRM increases membership retention and acquisition

CRM increases membership retention and acquisition

John Pearce, Chief Executive at Made in Britain


Made in Britain is a not for profit organisation that supports and promotes British retail and industrial manufacturing. It has nearly 1,000 members of mainly SME manufacturers, across some 50 product sectors. Made in Britain enables buyers and consumers at home and abroad to identify and purchase British-made products.


We’ve worked with Mike and the CRM Insights team on a range of projects to help build the membership and profile of Made in Britain. The initial work was to help us create a growing list of carefully qualified prospects, to expand our membership and influence. This data needed to be captured in a database, alongside the information we hold on our existing members.


Mike helped us shoehorn a lot of data from our members’ directory entries and create a record of their experience. He then developed a survey system to identify and summarise key data that goes automatically into members’ business records. From this we have been able to create a league table of manufacturers across 50 different sectors, which we can use for PR and promotion. It’s something that’s never been done before and is a bit like a cross between Wikipedia and Facebook. The result is easy access to powerful, daily data about which manufacturers are performing best.


We are now able to track and compare the performance of our members with non-members, showing that Made in Britain members are doing considerably more than the rest.


Mike’s management and expertise have been essential to getting us to where we are. He’s really helped me grasp the power of accurate, daily comparative data. He and his colleagues have been professional, thoughtful, flexible and collaborative. They’ve also been considerate of our budgetary limitations and taken a reasonable approach to structuring payments. The whole experience has been co-operative and mutually beneficial. We’re a small team and Mike has done some pioneering work by thinking and planning with us.


A not for profit trade association has successfully expanding its membership, profile and influence thanks to a powerful database of comparative information that can be reviewed and used on a daily basis.

“As a small team, we’ve found the expertise and support of CRM Insights invaluable. I really respect the flexibility of their approach and their willingness to work with us to dream up and deliver valuable new solutions to our business challenges. We’re happily increasing our future investment with them.”

John Pearce, Chief Executive at Made in Britain