HIA (Housing Industry Association) is the largest residential building organisation in Australia with over 23,000 members. The company services a national industry for all professionals representing the whole spectrum of the industry. HIA is in the process of expanding its traditionally face-to-face membership model by expanding the digital experience and services it offers online. As digital natives become the norm, companies are looking at new digital service offerings to match expectations and create seamless digital experiences
HIA partnered with Switch to support their digital transformation journey and to challenge their thinking about digital strategy, customer engagement and website design. Centered around key objectives of delivering hyper-personalised experiences, data at the heart of decisioning, eCommerce and marketing automation whilst being cloud first.
Ben Brooker, General Manager of Digital discusses how HIA is developing customer focused digital services to transform it's membership model, drive innovation and restructure the way they do business now and into the future.
HIA’s Information Architecture had evolved organically and over years resulted in a confused digital UX and a lack of personalised and targeted customer experience. Additionally, the association also comprises 15+ internal business units all with digital requirements that support members on the website.
HIA's member base is increasingly digitally mature; the next generation of customers place importance on online tools and services. Whereas, existing loyal members rely on picking up the phone and calling their local HIA representative. The obstacle faced was to transform HIA, guide individuals through this journey, whilst not alienating the existing or new.
Helping HIA understand how digital could support the evolution of their membership model through the improvement of the overall digital experience - we immersed ourselves within the business, facilitated several workshops with HIA; built a deeper understanding of their vision, goals and digital landscape. We then evaluated customers' perceptions and their understanding of HIA using qualitative surveys.
Armed with insights and knowledge, we formulated a digital strategy centered around four key transformation goals and eight customer objectives.
The strategy resulted in a multi-phased roadmap, allowing HIA to commence their digital transformation journey, starting with a new "Foundation Site" enabling HIA to realise their digital future.
HIA’s digital transformation journey also included an evolution of their onboarding and membership model, an overhaul of their e-commerce platform and CPD structure and the creation of an engaging and informative digital resource library.
The overall impact of the project was an improved customer experience, providing not just excellent digital service but a great customer experience in its entirety. The development of new workflows, systems and useful online tools enabling self-driven problem solving (I.e. intuitive self-help desk/FAQs), created avenues for customers to interact with HIA outside of business hours. This resulted in reduced call centre traffic and reliance on human resources, an increase in loyalty, the opportunity to focus on growing the customer base, lower overheads and manual processes by automating certain tasks, and increased business efficiencies.
Soon to be launched personalised eCommerce engine alongside conversation AI chat and voice, the HIA digital acceleration towards a new hyper-personalised digital future for members is closer than ever. The solution evolution starting with UX Strategy and a customer-centric business proposition is propelling them and their members into a new digital era.
“When digital transformation is involved from an organisation, as long standing and traditional as ours, it wasn't an easy decision. We went through a rigorous tender process. We ended up selecting Switch because they were absolutely the stand-out
Switch were able to articulate the strategy and articulate delivery, and able to articulate how they've taken other businesses through this journey.
It wasn't just about the technical know-how in the background, but they had the account management structures up front to be able to give us that reassurance that we’re making the right decision.”