The trade body for all manufacturing businesses supplying the UK bathroom market. The principal BMA objective is to provide an independent forum for bathroom manufacturers trading in the UK to discuss and debate matters of mutual interest properly. The BMA acts as an information highway between industry, the government and the consumer on all issues affecting the UK bathroom business.
The British Bathroom Manufacturers Association (BMA) revolutionised its operations with CiviPlus, replacing outdated systems with a centralised CRM
The British Bathroom Manufacturers Association (BMA) had traditionally relied on spreadsheets to manage memberships and generate reports - a system that was increasingly unsustainable for handling core membership data and daily administrative tasks. Without a unified ‘single source of truth’ for data they faced some major challenges, as explained by BMA CEO Tom Reynolds: “Keeping our membership distribution lists up to date was a challenge,” with their previous system providing “no analytics in terms of knowing that members were engaging with our communications.” Furthermore, their reliance on clunky, Word-based mail merges often led to emails falling into members’ spam folders.
To address these issues, BMA sought a modern solution to streamline data management and communications. After meeting the CiviPlus team at a Trade Association Forum (TAF) event, BMA began a collaborative journey, working closely with CiviPlus to develop a system that addressed both operational needs and fit their budget. Throughout the project, CiviPlus consultants assisted the BMA team with both setting up the system and providing valuable advice on best practices, along with guidance on how to maximise the system's potential. The CiviPlus team’s responsiveness and collaborative approach was invaluable throughout the project that was delivered on time and on budget.
The impact was immediate: BMA quickly saw significant improvements in membership management, data accessibility, and overall efficiency. By consolidating multiple functions into one platform, CiviPlus enabled BMA to retire their outdated contact management system, while new tools replaced the manual Word-based mail merges and reliance on UTM codes. Now, BMA benefits from built-in personalisation tokens and detailed tracking analytics for their communications, turning what was previously a cumbersome process into a streamlined, data-rich activity. This shift has allowed staff to focus more on strategic goals, with core workflows now automated.
One of the most transformative aspects of CiviPlus has been its advanced reporting and analytics capabilities. BMA now has instant access to key metrics on member engagement and retention, making data-driven decisions easier. What was once a time-consuming process of compiling reports has become a one-click task, empowering staff with real-time insights. These enhancements have been especially beneficial for email engagement, where open rates have jumped from around 20% to over 60%, thanks to CiviPlus’s segmentation and personalisation features that allow BMA to target their messaging more effectively. The CRM system also flags members with lower engagement levels, providing an early indication of when additional support might be needed.
Additionally, the CRM’s ‘ticketing’ feature has proven invaluable. As Reynolds noted, “We didn’t anticipate getting much benefit out of the ‘ticketing’ system for member queries but have found this incredibly useful for managing and following up on member queries.” This feature, initially seen as a minor tool and highlighted to BMA by CiviPlus, has streamlined handling member enquiries and follow-ups, enhancing BMA’s ability to provide timely responses and make their members feel listened to.
A key part of the partnership has been the strong relationship BMA has developed with their CiviPlus Account Manager, who works closely with BMA to explore opportunities for future improvements. This hands-on support allows BMA’s use of CiviPlus to continue to evolve in line with their goals. With regular check-ins, free webinars and targeted training sessions offering ongoing support, and a deep understanding of BMA’s strategic objectives, the friendly CiviPlus team feels like an extension of BMA, offering a partnership focused approach that has proven invaluable to BMA’s success this year.
Members already feel the improvements and have responded positively to the increased efficiency and engagement the system has enabled. Since implementation, BMA’s Net Promoter Score has held steady at +64, and member retention rate has been 100% - clear indicators of the system’s positive impact on member satisfaction. The streamlined processes and higher engagement rates that CiviPlus enables have been instrumental in delivering these outcomes.
Looking ahead, BMA and CiviPlus are exploring further ways to embed CiviPlus into day-to-day operations, such as website integration to leverage CiviPlus’s event management capabilities. This ongoing collaboration ensures that as BMA’s needs grow, CiviPlus will remain a reliable and innovative partner, committed to supporting BMA’s strategic objectives.
In summary, the partnership with CiviPlus has truly transformed BMA’s operations, offering a substantial return on investment through centralised data, automated workflows, and enhanced reporting. CiviPlus’s dedication to understanding and supporting BMA’s unique needs has resulted in a system that is not only highly functional but a long-lasting benefit to the organisation. This close partnership has empowered BMA to deliver exceptional service to its members and to pursue its strategic goals more effectively.
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