1. Branch Conference 2012 10th November Welcome Back

2. CIPS President – Mission 2012/13
CIPS Branch Chairs Meeting
Birmingham 9-10th November 2012

3. Who is Paula Gildert? 1980’s Getting Qualified Physics Degree
ICI – Chartered Engineer
Open Windows in Engineering
Young Engineer for Britain
Met Steve at Manchester University ‘82 - married ‘87
1990’s Getting Going
ICI / Zeneca
Production Manager
BPR Leader
Supply Chain Manager
Fellow RSA
Starbucks Cool Coaching Project Leader
Chair PTA / Chair School Governors
Natalie 90, Naomi 94
2000’s Keeping Going
AstraZeneca
Director Outsourcing
Head UK Purchasing
Global Procurement Transformation Programme Leader
Head R&D Procurement
CIPS Member / Fellow
Natalie to University ‘09
2010’s What next?
Novartis
Head Development Strategic Sourcing
Chair / President CIPS
CIPS Modernisation Project Sponsor
Numi to University ‘12

4. What do I want to achieve as President?
Raise Awareness& Profile of Procurement / Sourcing as a Profession

5. What do I want to achieve as President?
Promote & Develop our Value proposition – a new winning strategy that goes beyond savings

6. An Example 7%
Target 9%
10% 9%

7. What does Value Beyond Savings look like?
Continuous Improvement
Cost
Innovation & Insight
Quality & Service
Assurance of supply & risk mitigation
Corporate responsibility

10. How does CIPS make this a real possibility?
Building the Brand on a Global stage
Building Global Standard
Building a Global Network

11. Strategic Themes FY14 + Public Good
Leading the Global Standard
Membership Transformation
Knowledge Leadership
Global expansion
Sustainable growth in Corporate Customers a:
To deliver sustainable sales of products and services with CIPS to be seen as the ‘go-to-place’ to help us develop organisational procurement and supply know-how
To ensure the provision of funds to support our activity
“Make Money to do more things” b:
To have a presence in all the main commercial ‘hubs’ across the globe c:
To be recognised as the home of the global standard for procurement and supply, and where achievable, the global awarding body for individual awards d:
To be the primary reference point for procurement and supply knowledge;
Acting as the knowledge hub for the profession
‘CIPS First’ e:
To refine and improve our membership offer to ensure relevance to our members
To maintain our membership community as a reliable income stream f:
To promote and develop the art and science of procurement and supply
To encourage the promotion and development of improved methods of procurement and supply in all organisations
To promote and maintain high standards of professional skill, ability and integrity among all those engaged in procurement and supply
To educate persons engaged in the practice of procurement and supply and other methods of assessment to test the skill and knowledge

12. CIPS – the vital statistics
Global Community of over 88,000 in 150 countries
Offices in South Africa, Australia, the Middle East, the UK, and setting up in China
Over 130,000 education assessments conducted in 2011
8.7 million page views of the CIPS website each year
Our PR coverage exceeds £20 million Advertising Value Equivalent each year
Over 6,000 members a year attend our events including our annual conferences attracting thousands of guests
Purchasing Managers’ Indices, key economic indicators used by the Bank of England and organisations all over the world

13. The strategic importance of the Branches

14. Thank you

15. Ben Meadows, Digital Marketing Manager, CIPS
Future web developments
Ben Meadows, Digital Marketing Manager, CIPS

16. Communication methods
My CIPS | Member application
What’s the online experience like for new members?
How can we portray a more professional image?
Are users likely to re-visit the CIPS site after that initial visit?
Can we ensure the content users view is relevant to them?
What methods do we need to keep up with Technology?
Are we servicing a Global audience?
The CIPS website build has provided us with the platform necessary to better service our members. Following on from this successful launch, one of the first areas we wanted to look at was the initial contact our new members had before joining CIPS and the how we could better service our existing members once they’d logged in to the site.
What’s the online experience like for new members? Generally, the first touch- point any new member has when joining CIPS is the online member application. For those of you that remember initially joining CIPS (If there even was an online application at the time!), you’ll understand how tedious the process can be, with up to 12 steps dependent on the criteria you fill out. With a 33% conversion rate at the moment (which is generally quite good), those that do complete are pretty determined to become a member of our institute! Following the application process, new members are directed off to the My CIPS area of the site which at the moment is somewhat of a let down, failing to give members any real benefit and to a certain extent discouraging them from ever going back there again!
How can we portray a more professional image? – So are we portraying a professional image to our members, well through the website, events we hold and the marketing communications we send out we are, however initial journey’s need work.
Are users likely to re-visit the CIPS site after that initial visit? – users will be inclined to visit the CIPS site to find out more information on the various things on offer, but at present there isn’t an area where we showcase all the great things CIPS has to offer.
Can we ensure the content users view is relevant to them? – With changes in technology, and the information we hold on our members within our internal database we have the ability to draw this info out and display relevant content based on users interests / location / Job role and Salary etc.
What methods do we need to keep up with Technology? – As well as using our existing database, recent upgrades to the Content Management System will allow us to set scenarios based on user journey’s whereby we display content based on relevancy. i.e. if you’re browsing a Negotiation training courses, we can potentially look to provide advertisements for a Negotiation book – increase in cross sell and profitability of the site
Are we servicing a Global audience? At the moment we service a Global audience via the Geo-targeting we have in place through the website – however there is still work to be done to ensure our online journeys are bespoke based on location as well as ensuring we can meet the varying worldwide payment methods

17. Membership engagement
Revised membership application process
Looked at the key customer touch points for new members
Obvious need to simplify the existing membership application process
Expectation for all new members to be able to join online regardless of country
One application for all – doesn’t meet the requirements of a Global audience
So what was our approach.
The first thing we needed to do was ask ourselves a number of key questions – what are the touch point a new member takes before they get to the application form
With the length of the application process and the existing conversion rate, are there steps we can take to simplify the existing application
An inherit problem of the CIPS site has always been the ability to process multi-currency payments. This is one of the areas we’re looking to rectify moving forward, as well as potentially introducing direct debits.
Does the application question set give you the sense of localisation when you complete it? Those users in Africa / Australasia should be displayed a different question set based on the information we need to capture for those individuals

18. Revised Application Capturing customer detail
Identify all Global stakeholders
Highlighted mandatory fields within the application
Manage geographical question sets
How can we improve current conversion rates
As part of the application process, PSP (our IT agency) were commissioned to work with all our internal stakeholders to verify exactly which information we needed to capture before proceeding through to the payment stage.
By highlighting the mandatory fields within the application, we were able to remove a significant number of fields / pages from the application
As previously stated, to try and ensure the question sets are localized and to give users the feeling that they are completing an application specific to that region
It was also really important to understand conversion rates for each stage of the journey, with the new application taking into consideration best practice for online applications

19. Revised Application Capturing customer detail
Looked at all fields within the application
Routes to membership and question set different for international applications
How can we improve current conversion rates
New members have two options when joining – Affiliate or Student.
Affiliate - encompasses standard members and those passing through either PAS or MER route
Student – those studying members can simply select the Level they which to study at

20. Revised Application What’s changing
Application questions will be dynamically driven based on Geo-location
Only capturing key information through the journey
Clear identification of steps within the journey
Price of membership remains consistent through the journey
In-line validation of fields
Associated help text where necessary

21. My CIPS

22. My CIPS Following member application, first place you’re guided to
What does it tell me?
Does it provide any real member benefit?
Would it encourage me to re-visit cips.org?
How can we provide a more personal experience?
Can we learn more about our members through it?
What’s the impact on the bottom line?

23. My CIPS - initial change
Re-direct to the My Profile page (except on exam results day)
Add in personalisation elements
Encourage users to keep their details up to date
Re-organise layout to reduce page size

24. My CIPS – what do we want to achieve
Provide a full overview of membership benefits
Portray professionalism
Easier access to information and services
Tailor content to membership types
Improve community and networking opportunities
Provide Tips and advice
Inform members of status & renewal information
Career development & job opportunities
CPD tracking
Event updates
Clear overview – easier and quicker access to all membership benefits
Portray professionalism – can we effectively demonstrate that CIPS is actively playing a part in promoting personal development and career development in one area
Easy access – Other than the homepage (which isn’t personalised) where else on the site can we push our members to areas that are relevant content
Tailored membership content – different membership levels have different requirements, for example qualifications information & study support should be given higher priority
Community & Networking – Encourage those that are not currently involved in communities via Linked In feeds initially before pushing further community tools on them
Provide tips & Advice – offer members practical tips that can help them make the most out of membership and their career
Personalisation – Give users a real sense of benefit by providing content specific to their needs
Membership status & renewal information – clearly display member grade / renewal information in one easy to find area
Career development & job opportunities – provide our members with access to relevant tailored job opportunities relevant to salary grade
CPD tracking – encourage members to record their CPD hours, putting them in control of their career progression
Event updates – clearly display Events relevant to members based on location and interest

25. Pulling it together Is this what members want to see?
How can we engage and get them on board?
Initially going to set up Focus groups – difficult to find volunteers
Survey then sent to 33,000 members with two wireframe design concepts
225 participants completed full survey, providing feedback on elements they felt worked and rationale behind their preferred concept

27. Feedback Difference in votes between the designs was minimal
All feedback was analysed with comments / recommendations taken forward for consideration
Participants felt engaged with CIPS and excited at proposed dashboard concepts

28. Feedback
“The background is very enticing in that you can easily get a feeling of belonging to Professional Body even when you haven’t completed your papers”  
“Well laid out with and easy to read through. Very logical with member info at the top through to other areas of content below”
“The front screen is a dashboard. That’s great! Everything in one place, up front, with jump off points so I can navigate elsewhere”

29. Final design So – following all the feedback what have we got…
Name & Title
Member type
Date of Renewal – straight off to renew
Profile completeness – upon completing your CIPS application your profile bar will build up – users will be prompted via the tip box to complete profile information which will build their completeness
Elements such as Account settings where users can update their password details will remain
My learning and My Training & Events - the My learning section is predominantly for those members that are studying for qualifications – here they can keep informed of the modules they’ve completed and those are yet to take. They’re also informed on the Course exam they are completing as well as there results. Training and Events will be the default and will show events relevant to eithers users preferences / location or the most popular courses at the time. This will be the default for all users – individuals will also able to book exams, view courses, and choose new courses
CPD – direct feed through from Learning academy to encourage those members to fill out CPD records
Jobs – Direct feed through from SM based on Salary information and locations
Popular on CIPS – This will predominantly be used to push users off to CIPS Intelligence, although can be used for other areas of the business
Books – push particular books or books relevant to qualifications you’re studying
My purchases – Any purchases you’ve made
My News – relevant news based on user preference
What’s new – New articles on CIPS that again we can dictate
CIPS on LinkedIn – Push community element to users and try to encourage comments
CIPS near me – Push nearest events based on locations – Fellows events based on status, pull in Google map

30. Thank you
Any Questions?

31. Workshops 1 & 2
Communications
Branches Interactive Session

32. Break

33. Workshops 1 & 2 cont’d
Branches Interactive Session
Communications

34. Summary of Workshops
Any actions

35. Lunch Have a safe journey home