The challenge

Sage is the UK market leader in small business accountancy software, with 600,000+ UK clients Sage accountancy Club had been launched in 1993, and is the principle means through which Sage manages its relationship with members of the accountancy profession.

It is important that Sage maintains good relationships with accountants in practice; they exert a powerful influence over their clients, and many also sell Sage products to their clients. Despite a relaunch in 2007, and the addition of a priority service offering, it was felt that the club was not seen by accountants as delivering real benefits.

What did we do?

We examined the current scheme in detail, analysed feedback from accountants, and Sage management, and reviewed competition offerings.

We developed options for restructuring the scheme, and identified potential services for consideration. Following a management workshop to review options, we developed a full proposition, and then set up and part delivered the research conducted with current and lapsed Sage customers.

What was the breakthrough for Sage?

• Robust structure for the club, based on a ‘good – better – best’ approach
• The realisation that the entry level needed to be the best option for some Sage customers, not just a platform for which to trade up.
• A focus on customer needs, helping the internal team increase this understanding of how to build strong professional relationships