The Rugby Football Union is the national governing body for grassroots and professional rugby in England, with 2,000 autonomous rugby clubs in its membership. England Rugby recently won the bid to host the 2025 women's World Cup and want to use this opportunity to increase the number of people following rugby as a sport and to increase women participation, in particular. Tory Clarkson is the Insights Manager at England Rugby, who focuses on the community game and the women's game, from the grassroot players to the professionals.

Each year, England Rugby prepares a national rugby survey for approximately 7,000 players and volunteers. The Union looks to understand their member's experiences, to measure KPIs and to uncover challenges and opportunities that member's face. The annual survey takes about 10 minutes to complete and consists of various styled questions, including multiple-choice and open-ended questions. In the past, the issue for England Rugby was that this process was analyzed manually, which was too time-consuming and resulted in being a wasteful activity for both the surveyor and the participant as the vast amount of data could not be analyzed effectively.

Understanding the importance of member survey responses, in early 2022, England Rugby invested in Caplena as their feedback analysis platform. Since its first survey, Caplena's AI has become faster and more accurate at categorizing the feedback as it continuously learns and adapts to the rugby jargon and the unique target group.

With Caplena, England Rugby can now understand its members better. Instead of wasting resources on manual analysis, Tory and her team can focus on how to address the wants and needs of its members. Without addressing input from its members, England Rugby would struggle to retain and attract new members to the organization. By listening to its members effectively and implementing the feedback analysis in their strategy, Caplena enables England Rugby to improve as an organization overall.