In this latest Digital Excellence 2019 Speaker Insight article we interview Ben Holloway, Digital Manager at The Royal Yachting Association (RYA). He will keynote on how the RYA is working towards digital personalsation.

What does your organisation do and how many members does it have?

The RYA has over 112,000 personal members and 1,500 affiliated clubs and classes, which represent some 350,000 boaters throughout the UK. It is estimated that 4 million people in the UK take part in boating activity annually. We are the national body for dinghy, yacht and motor cruising, all forms of sail racing, RIBs and sports boats, windsurfing and personal watercraft and a leading representative for inland waterways cruising.

What is your session about at Digital Excellence 2019?

I am talking about how we are driving our digital roadmap and navigating our path away from legacy systems and manual processes to future proof the RYA. I cover our current state, what we have discovered, the choices we are facing and some of the learnings and barriers along the way.  I cover both the structural changes and the critically important cultural change requirements. I also cover the sometimes complex area of servicing different audiences the right & most relevant content.

Why is this a topic of interest to membership professionals?

We are all aware of the increasing demand for us to grow our online services for which we all need to review not only whether current technology is fit for future but to also take the organisation with us on that journey.  Our own experience has shown that members are keen to experience ever more frictionless omni-channel journeys and we believe this is likely to be the case for many of Memberwise members.

Who is your session useful for, who would find it useful?

It will be useful for those looking at digital transformation within their organisation from brand owners, department managers and digital teams to executive officers.  We will be talking about how we have made the first steps in building an RYA fit for the future so many of the teething troubles we have found will be familiar and a concern for them.

Why did you agree to take part in Digital Excellence 2019 as a speaker?

Memberwise provides an excellent forum for those servicing a broad church of membership audiences to share best practice and learn new approaches.  I have personally gained from speaking to members and believe it very important to give back.

Are you looking forward to attending and what do you hope to get from it?

I am excited to be involved alongside many prestigious organisations.  I hope to learn about the current trends and hot topics within membership and engagement to place my own thoughts and plans into a wider context.

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