Enhancing member experience: a CRM learning journey with INTO

A blog by Liz Parker from Heritage New Zealand Pouhere Taonga, on her insights from a TAP INTO grant.

In May this year I had the opportunity to visit the UK from New Zealand with a TAP INTO grant. While there, I met with three leading heritage organisations – the National Trust (NT), English Heritage (EH) and the National Trust for Scotland (NTS) – to explore how they are using Customer Relationship Management (CRM) platforms to enhance member engagement and digital experiences.

The goal of my visit was to gather insights that could accelerate our own journey to improve our interactions with stakeholders and enhance our member experiences by upgrading our own CRM and wider toolset. The findings gathered will help shape our digital roadmap.

During my time in the UK, I was given the chance to see how these organisations develop their member programmes, from meeting with back-office staff developing the CRM platforms to the property staff implementing these experiences.

At the National Trust I was able to see how they’re continually developing these programmes, from collectible property pins and puffin cams to branded food and pet passports; they are creating memorable experiences that deepen visitor connection and encourage repeat visits. These creative initiatives demonstrate how heritage organisations can blend tradition with innovation to foster loyalty and support.

By learning directly from organisations who are navigating similar challenges, we’ve gained clarity on what works, what doesn’t, and what’s worth investing in.

Liz’s dog Pau modelling a National Trust branded neckerchief

1. Faster and smarter implementation

We now have a clearer roadmap for our Salesforce ecosystem, including when and how to adopt platforms like Experience Cloud and Marketing Cloud.

Avoiding common pitfalls – like over-customisation – will save us time, money and rework.

2. Better member experience

We’ve seen how digital membership cards, personalised communications and creative engagement tools can deepen member loyalty.

These ideas will help us design a more interactive, rewarding experience for our members.

3. Streamlined operations

Learning from NT’s use of flows, batch jobs, and clean data models will help us build a system that’s easy to maintain and scale.

We’ll be able to reduce manual processes (like paper sign-ups) and empower staff with tools that work intuitively.

4. Stronger data and insights

We’ve gained practical advice on segmentation, personalisation, and campaign tracking – tools that will help us understand our audiences better and communicate more effectively.

By avoiding unnecessary complexity, we’ll focus on what delivers real value.

5. A more confident team

The emphasis on training and upskilling – especially in Marketing Cloud – reinforces the need to invest in our people.

We’ll be better prepared to support staff through change, ensuring they feel confident and capable in the new system.

I’m so grateful to INTO for providing the opportunity to study how other organisations are dealing with similar issues.

This visit underscored the value of learning from peers. While each organisation is on its own journey, the common thread is a commitment to enhancing digital engagement and operational efficiency. As we move forward with our project, these insights will help shape a more connected, engaging journey for our members and staff alike.