How the Recording Academy is transforming the member experience with IBM Consulting and Salesforce

The GRAMMY Awards® present attracts thousands and thousands of viewers from world wide, desperate to witness the reside performances, see the outrageous outfits, and partake in a world celebration of the music business’s highest achievers.

It’s a significant manufacturing. Which is why the Recording Academy®, which hosts the GRAMMYs®, calls it “Music’s Largest Evening®.” But it surely’s nonetheless just one night time. The remainder of the yr, the Recording Academy is difficult at work guaranteeing 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.

In brief, 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 house to 23,000-plus members. However participating that membership is a rising problem in right now’s fast-paced digital surroundings.

“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 have interaction its members and entice new ones, the Recording Academy wanted to modernize, migrating its legacy CRM database to a cloud-based resolution. 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.

Work smarter with AI, automation and clever workflows

As a number one Salesforce companion and the proud recipient of dozens of worldwide, regional and buyer awards, IBM has a unique ability to optimize the use of Salesforce. We accomplish this by providing a full vary of consulting providers spanning technique, design, integration and know-how to create clever experiences, drive innovation at scale and seize development alternatives. IBM is the undisputed chief in AI-powered clever experiences on the Salesforce platform, enabling end-to-end digital transformation by means of our choices, capabilities, accelerators and applied sciences.

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 adequate assets 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 electronic mail notifications had been scheduled to exit, IBM Consulting started conducting IBM Garage™ workshops with the Recording Academy group that included mockups of what the journey would possibly 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 improvement 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 an enticing and easy-to-follow journey, the place they will entry all of the thrilling GRAMMY-related info, comparable to occasions main as much as the ceremony and how you can 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 enhancing the member digital journey and the expertise:

• Ticketing Optimization – For the Recording Academy and the Latin Recording Academy Award exhibits, IBM partnered with the RA group to construct out new digital ticketing journeys, permitting for a extra seamless consumer expertise to buy tickets and look at GRAMMY present particulars. This work elevated the effectivity of the ticketing course of by 80 %.
• Salesforce Growth – 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 are able to simply accommodate advert hoc requests and be versatile with scope to satisfy the vital timelines related to each award exhibits 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 technique 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 quite a lot of self-service processes for members, from permitting delegates custom-made 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.

twelve months of higher membership service

In line with IBM’s latest State of Salesforce report, firms which are thought-about leaders in the usage of Salesforce generate 40 % 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 intently with the Recording Academy group to unlock the subsequent 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 could construct on its mission “to acknowledge excellence within the recording arts and sciences, domesticate the well-being of the music neighborhood and be sure that music stays an indelible a part of our tradition.”

Learn more about optimizing Salesforce at your company