Disconnected Digital Experience Impacting Member Experience
Mission Ridge Range & Academy (MRRA) is a premier shooting sports venue with locations in San Antonio and Plano. MRRA’s primary goal is to safely ‘Advance the Sport’ of shooting, whether it be firearms or archery, in every aspect.
However, MRRA’s digital infrastructure created barriers for its operations. The existing website was not mobile-responsive and lacked user-friendly content management tools, making it difficult for the marketing team to execute campaigns.
More importantly, the member experience was fragmented and frustrating. The online member sign-up process was unintuitive, creating a major obstacle for new member acquisition. Without a centralized platform, communication about courses and promotions was inconsistent, leading to missed opportunities.
Furthermore, a lack of a unified system for managing training courses made it difficult to track member progress and drive engagement, directly impacting a key revenue stream.
To live up to its brand promise and accelerate growth, MRRA required a strategic partner to develop an integrated digital ecosystem that would streamline operations and provide a seamless experience for its members.
A Unified Member Experience Built on Salesforce Customer 360
MRRA required a comprehensive solution to integrate its marketing, sales, and service efforts, while delivering an exceptional digital experience. KMS Technology was selected to architect and implement a comprehensive solution built on the Salesforce platform, designed to unify operations and supercharge member engagement.
1. Salesforce Customer 360 Implementation
KMS deployed Salesforce Sales, Service, and Marketing Clouds to create a single source of truth for MRRA’s entire business. For example, all member interactions, such as training inquiries or service requests, are now captured, tracked, and analyzed within a single system.
This implementation streamlined lead and opportunity tracking, so the sales team can instantly see where every prospective member stands in the acquisition funnel. Case management is now powered by automated routing, ensuring no support request falls through the cracks.
The marketing team also received member insights to run targeted email and social media campaigns with precision.
2. Building a Responsive, Integrated Website
Our team built a modern, mobile-optimized website tightly integrated with Salesforce. Members can easily explore classes, promotions, and events on any device, turning casual visitors into engaged leads.
For administrators, the site features robust content management capabilities, allowing the MRRA team to launch promotions, publish updates, or adjust offerings in real-time without bottlenecks. Importantly, member activities on the site (such as signing up for classes) flow directly into Salesforce for unified reporting and segmentation.
3. Streamlining Membership Signup and Onboarding Journey
KMS replaced MRRA’s clunky enrollment process with an intuitive, digital-first experience. New members can now register with just a few clicks, signing documents securely with DocuSign integrations, and are automatically welcomed with personalized onboarding drip campaigns via Marketing Cloud.
For example, a new member who signs up for a handgun safety class will immediately receive tailored follow-up content, schedules, safety guidelines, and promotional training options, keeping them engaged and up-selling additional services.
4. Developing a Gamified Training Platform
To boost engagement with training courses, KMS developed a custom, gamified platform driven by Salesforce data. Members earn badges and track their progress as they complete courses, encouraging repeat participation and transforming training into an engaging, loyalty-building experience.
The platform also enables staff to monitor completion rates, send targeted reminders, and identify top-performing members ripe for advanced programs or leadership roles. As a result, training participation has soared, and members are more invested than ever in advancing their skills.
Delivering Enhanced Customer Experience with KMS
The partnership with KMS transformed MRRA’s digital operations from a business bottleneck into a powerful competitive advantage. The unified Salesforce platform provides a 360-degree view of every member, enabling personalized communication and a seamless journey that has dramatically improved engagement, boosted efficiency, and accelerated growth.
The engagement-focused training platform drove a remarkable 15% increase in training participation. With Marketing Cloud powering their strategy, Mission Ridge Range & Academy achieved a 10% increase in campaign effectiveness. The streamlined sign-up process removed a major barrier to entry, contributing to a 25% increase in online signups.
“KMS’s Salesforce magic and user-friendly website design revolutionized the member experience at MRRA. Our members now enjoy a seamless experience, while we’ve gained operational efficiency and marketing muscle. This partnership is truly transformative, allowing us to ‘Advance the Sport’ on all fronts.”
By delivering the strategic Salesforce expertise MRRA needed, KMS helped them unify operations, deepen member relationships, and build a scalable platform to ‘Advance the Sport’ for years to come.