Overview
The Royal Institution of Chartered Surveyors (RICS) is a global professional body that promotes and enforces international standards in the valuation, management, and development of land, real estate, construction, and infrastructure.
During my 7+ years at RICS, I transitioned from Newsletter Editor to Head of Engagement Channels, leading key initiatives to enhance member engagement and modernize the organisation’s digital presence.
After leaving employment, I continued to work with RICS as a freelance consultant, driving projects that significantly improved both operational efficiency and member satisfaction.
Henrik Bustrup, Senior Executive Director, RICS
Rach is always showing dedication, energy and passion in her work. She is very organised and methodical in the way she works.
Rach has a wealth of experience, knowledge and insights from many years of managing email marketing, which coupled with a thorough appreciation and understanding of the value of omnichannel approach makes her quite unique.
Rach successfully took full charge and ownership of defining RICS’s community programme, its overall strategy and roll-out as well as building the community team. She is a great manager of people always ensuring to bring the team with her on any journey.
No doubt Rach is a great asset to any organisation, team or indeed customer.
Challenges
RICS was facing several challenges in engaging its members, including a lack of trust, over-reliance on email, and a disconnect between members and the organisation following internal scandals and leadership changes. The organisation needed to rebuild relationships with members and provide more accessible communication channels to regain trust.
01.
Rebuilding member trust
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After internal scandals and leadership changes, RICS needed to regain trust and rebuild its reputation among members who felt disconnected and unheard.
02.
Improving communication
Over-reliance on email led to member confusion and dissatisfaction. RICS required more effective communication channels to better engage its global membership.
03.
Enhancing member engagement​
Members felt the organisation was no longer serving them, and RICS needed to develop ways to foster a stronger sense of community and involvement.
04.
Operational efficiency
The high volume of routine inquiries to customer service required streamlined solutions, such as chatbots, to improve response times and member satisfaction.
05.
Digital transformation
RICS needed to modernise its digital presence, from social media strategy to email platform migrations, to improve functionality and engagement across global channels.
Solutions & strategic approach
Community platform project & launch
I spearheaded the implementation of a global community platform for RICS member, aimed at improving communication and rebuilding trust.
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As part of this project I led on:
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Running procurement discussions and platform selection (including defining functionalities and requirements)
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Creating a comprehensive business case, budget and long-term strategy
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Hiring and leading a community team of three who formed a new arm of my wider engagement channels team alongside email, social media, paid advertising and SEO.
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Developing a member onboarding roadmap and leading internal communications.
Chatbot implementation for customer support
As part of our efforts to improve member experience and streamline operations, I worked on the implementation of chatbots on the RICS website and community platform.
These chatbots were designed to handle routine member queries, such as guidance on membership pathways, contact details, and community group recommendations.
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Working closely with the web team, I helped define the chatbot's logic, ensuring it could accurately interpret member inquiries and offer relevant responses. I developed prompts and guided responses to steer users toward the information they needed, reducing reliance on customer services.
Email & social media strategies
I developed a cohesive email marketing strategy, migrated RICS to two new email platforms, and launched automated communications and CRM-triggered updates.
These changes modernised the way RICS communicated with members and improved engagement across digital channels.
Team & stakeholder engagement
As Head of Engagement Channels, I led a team of 15, developed a new preference centre for communications, and worked closely with senior leadership to define the strategic direction for RICS' digital presence.
Results
Increased member engagement & satisfaction
Operational efficiency
Improved communication infrastructure
Stronger digital presence
The community platform improved engagement by 25%, while the number of members who felt listened to increased by 37%. Overall member satisfaction with RICS rose by 11%.
The implementation of chatbots reduced inbound customer service calls by 13% within the first four months, allowing the customer service team to focus on more complex queries while improving response times for members seeking routine information.
The successful migration to new email platforms and the launch of automated member communications streamlined RICS' communication strategy, improving engagement with new and existing members.
My work on social media strategy, content planning, and CRM-triggered campaigns contributed to a more dynamic and responsive digital presence for RICS, reinforcing trust and transparency with members.
An in-depth look at the
myRICS Community project
Overview
Challenges
I spearheaded the implementation of a global community platform aimed at enhancing member engagement and rebuilding trust with the Royal Institution of Chartered Surveyors (RICS) members.
This initiative provided a dedicated space for members to connect, share insights, and engage with RICS directly, addressing growing concerns that the organisation had become disconnected from its community.
Members felt that RICS had become self-serving and no longer operated in their best interest. There was a significant disconnect between the HQ team and the membership, compounded by a lack of direct communication and a leadership scandal that eroded trust.
Members felt they were being governed rather than listened to, and the over-reliance on email communication contributed to confusion.
RICS needed a way to provide members with a more transparent and engaging communication channel.
Solutions
Platform Selection and Procurement:
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I led the team through the procurement process, identifying and selecting the most suitable platform to meet RICS’ needs. This involved coordinating discussions with vendors, conducting a thorough needs analysis, and evaluating long-term scalability for a global membership base.
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Business Case and Strategy Development:
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I created a comprehensive business case outlining the potential ROI, engagement targets, and long-term strategic goals for the community platform. This included securing buy-in from senior leadership and aligning the project with RICS’ broader goals of enhancing member satisfaction and rebuilding trust.
Team Building and Onboarding Roadmap:
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I hired and developed a team of three full-time staff to manage the platform and devised an onboarding roadmap to ensure a smooth introduction of features, teams, and functionality. This onboarding roadmap ensured that both staff and members could easily engage with the platform from day one.
Internal Communications and Launch:
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I led the internal communication efforts to keep staff informed about the platform’s progress and goals. This included designing internal workshops to educate key stakeholders on the platform’s functionality and its role in bridging the gap between RICS and its members.
Post-Launch Strategy:
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Once the platform was live, I oversaw continuous engagement efforts, including the development of content to encourage member interaction, hosting Q&A sessions, and monitoring member feedback. The strategy ensured that the platform became an active space where members felt connected to the organisation and each other.
Results
The community platform project had a significant impact on member engagement and satisfaction:
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25% increase in overall member engagement.
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37% increase in members feeling they were listened to by RICS.
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12% increase in members feeling more informed about RICS activities.
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11% increase in overall satisfaction with the organisation.
The platform also provided RICS staff with more direct access to member feedback, helping foster a sense of trust and collaboration between members and the organisation.