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Wouldn’t it be good if we spent less money on defence and could still have a strong military capability? Team Defence Information (TD-Info) is a trade association which unites the MOD and its members (defence contractors) in action to solve this dilemma.

Team Defence Information logo

Today, TD-Info has more members and need for its services than ever, and they don’t want to rest on their laurels. Following a timely referral, they came to Delta Swan for advice about a Customer Relationship Management (CRM) tool set to better serve their members.


During a series of exploratory calls, we agreed our goal was to improve the retention and recruitment of members. We proposed three work streams.

  • Define value
  • Build an engagement plan
  • Implement CRM


My first job was a review of existing material after which I wrote a structured value proposition. Then I surveyed all members and interviewed six to understand the value they get. Along the way, I worked closely with a staff member and we made the most of feedback from senior stakeholders.

18% of members returned the survey—an excellent response, representing many points of view. I read each comment and analysed the data. Then I reported eight recommendations, brilliant quotes and potential testimonials.

For the interviews, I talked with employees from each of the six members. Once again, I collated the feedback and recommended actions in a report.


During our close out meeting, I showed that members respect TD-Info and trust it to deliver its mission. At the same time, we agreed changing aspects of the operating model would increase value for members and the MOD.

As a result, we put our initial proposal on the back burner. Instead, TD-Info has kicked off a development programme run by its talented in-house staff.

Delta Swan delivered:

  • A value proposition which TD-Info immediately used to inform and simplify their marketing
  • Recommendations to improve engagement and therefore value for members
  • The incentive and encouragement to launch a transformation programme

"We have a small Team at Team Defence Information and we really appreciated Michelle's experience and guidance."

– Phil Williams, Managing Director, Team Defence Information, 21 June 2019 via LinkedIn –

Would you like to talk about the customer experience you deliver?

Head over to my contact page and to get in touch.

Value Proposition And Membership Survey With Interviews – Team Defence Information
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