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Welcome to Unions 21 Member Experience Research Basics.
This is an asynchronous online training, which means you can take part in your own time and at your own pace. There are no mandatory live sessions unless clearly stated. You do not need to be online at a specific time — instead, you choose when to engage with the learning materials and activities within the overall training period.
This training is designed to address the critical need for union staff to effectively leverage digital tools and Member Experience Research (MXR) to enhance member engagement. By filling the skills gap around digital organising and the strategic use of data (CRMs), this course aims to empower participants to streamline their operations, improve data management, and optimise member journeys.
By the end of this course, participants will have developed a practical understanding of data (CRMs) and MXR, enabling them to engage members more effectively through personalised strategies. The course’s fundamental purpose is to equip union staff with the digital skills and member-focused insights necessary to drive greater engagement and deliver improved outcomes for union members.
Objectives
By the end of the session participants will be able to:
Define digital organising and explain the role of data/CRMs in member engagement.
Evaluate the importance of data quality for effective union operations.
Use available data and/or CRMs to create engagement funnels and track member participation.
Analyse member journeys using Member Experience Research (MXR) principles.
Develop strategies to improve member experience and satisfaction through journey mapping.
This training is designed for union staff who works closely with their members.
No prior knowledge is required unless stated otherwise.
Training period: This training does not have a set period when to start and finish it
The training is structured on a weekly basis. New content and activities are typically released each week, and you are encouraged to complete them within that week to stay on track. However, you can organise your participation flexibly around your other commitments.
We recommend setting aside approximately 2 hours per week to complete the training. This includes reading and watching materials, completing tasks, reflecting on your own experience, and engaging with others where relevant.
All learning materials and tasks are available here in this workspace
You progress through the content independently, following the weekly structure
Activities may include reflections, short assignments, or discussion prompts
Facilitators may post guidance, comments, or follow-up questions during the training period, but participation times remain flexible
This training is available for all trade union staff globally. The price of this training is 100,00 GBP for participants that do not belong to Unions 21 supporting union. For participants from supporting unions, the price is 50,00 GBP. You can pay the fee by yourself via Stripe. If you need to get an invoice, please contact us at admin@unions21.org.
If you have questions about the content, the schedule, or any technical issues, please contact:
Gareth Gillespie
Unions 21
gareth@unions21.org
To get the most value from this training, we encourage you to:
Block regular time in your calendar each week for learning
Engage with the activities honestly and reflect on your own context
Take part in discussions where possible — shared experience strengthens learning
We’re pleased to have you here and hope this training supports your work and learning in a practical and meaningful way.
