To some extent, customer experience determines the loyalty your company generates in clients, both old and new, and whether they are more or less likely to buy from your company again. In turn, this directly impacts revenue retention. Software companies tend to benefit the most in this arena as they earn over $300 million a year from their existing customers alone.
Even if you only offer membership management software and your growth seems to have stalled out, your membership may still prosper. A positive customer experience will encourage those customers you already have to stick with you long-term.
Though many organizations have thrived with membership management software alone, there is always room for growth. Try to think of ways to expand your reach by providing excellent customer experiences. If your customers are happy, they’ll do more than just come back. They will tell others they know about your software and where they can go to learn more about it. Excellent customer experiences can turn your clients into your biggest promoters, which typically elevates sales.
According to one study, 88% of customers that are happy with their experience are more likely to refer a company to their colleagues. More importantly, software firms that offer an exceptional customer experience can add up to $185 million to their revenue. Those numbers should be enough to encourage you to alter the way you treat your customers!
Yet, most membership websites will note that high performing teams are difficult to build. If your team is struggling to meet your expectations, you have probably failed to put one of the following three critical elements in place.
Nearly every team needs to have a shared goal. The only way to get people from different backgrounds on the same page is to give them a shared goal. As a result, they will have a purpose in which they can collaborate with other members. Teams tend to fall apart in the absence of shared dreams. In some cases, the goals are present but they haven’t been properly articulated.
In order for a team to work seamlessly towards a shared goal, they must be given a simple and effective means of communicating. Discussion forums are typically adequate in filling this role as they provide a platform that all members can access. Though, you could probably get your message across with email, especially when sharing documents.
High-performing teams have deadlines and they almost always meet them. A deadline puts the kind of pressure on a team that requires members to come together. Deadlines also help teams hold their members accountable. This is because most team activities can only succeed if every member is doing their part.
Well-performing teams don’t happen by accident. You need to take proactive steps to ensure there’s cooperation between your members. That means providing collaborative tools, systems of record, and documents that are easy to share.
Of course, while all associations go through such slumps, many of them eventually reverse their fortunes at some point by perfecting their membership acquisition strategies. Two tactics, in particular, produce the best results which are email campaigns and recommendations.
The easiest way to grow the number of members in an association is to encourage current members to recommend it to other people. Most people don’t believe the boasts that associations make about their own offerings but they trust the reviews of others.
It’s also good to encourage members to reach out and make sure you offer them rewards for bringing new people on board. If that doesn’t work, add online communities to your club websites so potential members are able to participate in discussions. Obviously, you should limit their access and assign special privileges to members as it will peak the interest of non-members.
This tactic is even easier to implement because it doesn’t rely on the participation of your members. It isn’t enough to send out a general email, you need to find what a potential member likes and gather some data. Once you know what they like, craft email campaigns that target their specific interests.
New members are more likely to be attracted to your membership if they believe you have something to offer that benefits them. Don’t rely on just one tactic to produce results. Instead, combine them with your existing strategy and use them individually or together based on the interests of your target audience.
Most people think they can find the answer in strategies that other organizations have crafted to solve their own online participation issues. However, that doesn’t always work because every organization is unique. As a result, the problems they face usually require an equally unique plan of action.
Before you can solve your participation problems, you must first identify what is causing the problem. Start by using membership management software to collect data on behavior and transactions. You should also include demographic data in your study. Once you know where your members are from and see a pattern in their decisions, you can start using that information to identify participation problems.
Obviously, some participation problems are general and they don’t have a specific source or inciting factor. You simply have a situation where a majority of members have yet to complete a significant number of activities in the community. Other participation issues are individual as members fail to fill out their profiles or take part in surveys.
Membership management software will help you identify participation problems but that’s just the first step. Once you have that data, you can identify the causes of why participation is low and craft various engagement strategies. For instance, notice which areas have the highest engagement then find out what draws people to those places and replicate it in other sectors that are less active.
If you really want members to complete their profiles, send out frequent reminders or give some kind of incentive for members that do. When your content isn’t attracting the interest you envisioned, create better content. Get creative with your solutions as there are no easy answers. In addition to that, solutions that have delivered great results for other organizations may not work for you so remember that when dealing with participation problems.
One reason for joining could be due to gaining some insight about a specific topic. The second reason people join a website is based on what they perceive will happen after joining or it will be a positive change in their life. The last reason is usually related to being a part of a community as it offers an opportunity to interact with others that are on the same journey as them. Though, many people join for a combination of these reasons.
There are some website owners who think that others will automatically want to join their website as they assume people have the same interests as them. Website owners should take a long look at who visits their website. Then, ask themselves if what they offer is truly something of value that they would recommend to their friends and family.
The final part of this transformation is to be clearer in explaining what the benefits are to a potential member who is visiting the website. This could be done by sharing reviews from existing members that explain the benefits they received. Also, try to list all the ways in which members gain and make sure this matches why people come to the website.
Finally, lower the barriers associated with accessing membership websites so it’s easier to join. Furthermore, only ask information that is absolutely necessary when someone is registering. By making these changes and asking for less in return, you reduce most of the resistance from potential members which increases engagement!
With the proper automation tools, this association kept track of their members, especially when monitoring the payment of membership dues as that’s a key indicator of how interested members are in the association. They sent out a message to members who failed to pay their dues that said, “We don’t want to lose you”. That simple message resulted in a 32% conversion rate.
They also segmented their non-members into two groups; those that were new and other ones that had a previous history with the association. For new members, the campaign was a simple ‘we want you’ message and it included a few reasons why the recipient would enjoy being a part of the association.
Those with a previous history were mainly visitors that had once logged into the association’s website but never signed up for a membership. For these, the campaign was meant to persuade the recipients to admit that they were enjoying the community and signing up for the membership would only add to that enjoyment. It also contained a list of perks that the recipients would get to enjoy as part of becoming members.
These rules haven’t only been helpful to one association; membership websites all over the world are applying them and seeing great results. If you want to utilize them to boost your association, the first step is to collect accurate data on your website. Then, segment your audience and send the appropriate message to each group.
The first step is likely the most obvious as you should study the habits of your customers and know their preferences. Do they prefer communicating with your brand on social media, live chats on the website, or through text messaging? You may not be able to invest in all the platforms but it helps to be on the ones that are most commonly used.
Club websites not only attract new members but they offer support around the clock without needing someone to monitor it. With club websites, customers are able to help each other and they can look up issues that are similar to theirs, thereby reducing the workload of customer support.
Do you ever wonder what your association should do differently when it comes to marketing? Some associations offer a potential customer what they’re most likely to buy and that’s one of the reasons for their success. In order to offer your customers the right products, you need to understand first what they’re looking for. Once you know what a majority of customers are interested in, create a personalized campaign that offers them relevant products.
When it comes to new businesses, chances are that they don’t have adequate finances to invest in every form of technology. Therefore, research the tools that would be best for your business and invest in those.
Nonetheless, it’s vital to have an online community and association software. If you implement the ideas discussed above, you’ll give customers a better experience and improve your chances of having more members in the future.
Nearly everyone is searching for a great job or a better one that allows them the time to do what they enjoy. If you can partner with experts or employers in your niche and create a job board, your association will become more appealing. When you keep the postings open to the public and make the applications available only to members, you’ll be driving potential prospects to join your association.
Another way to persuade people to choose your association is to create online courses that are relevant to your industry and award certifications. Improve what a member experiences by having the proper learning materials in different formats, including video and pdf. In addition to that, use membership management software to manage your resources and present it to members based on their interests.
While some members are looking to gain insight from more experienced people in their industry, others are looking to pass on their knowledge. Membership management software can be very helpful for sorting members appropriately and helping them connect efficiently.
When you’re an expert in an industry, you obviously know a great deal about your members and their needs. Use your knowledge to offer them benefits that are specific to their needs. Members likely are more likely to stay and tell others about your offers when they see a return on their investment!
Have your publications continuously failed to garner the results you’ve been looking for? Have you discovered that most of your members are not reading them? If so, this would be a great time to ask for their feedback to know where the problem lies. Perhaps the publications are not enticing enough or there are too many ads. Nonetheless, you will likely receive valuable information that helps you improve.
In general, membership websites and associations are communities of people with particular interests. For example, if you’re interested in tech tools, placing an advertisement about recipes in your publication would be inappropriate. Consider creating a content strategy for your publications that is aligned with your association’s mission so you foster trust and receive positive feedback.
Effective publications aren’t based on guesswork with regard to a members’ interest. Rather, they’re generated from a proper understanding of what a target audience wants. There are numerous tech tools used to track what choices a member makes on membership websites. This data can be extremely helpful for your content plan so use the necessary tools to find out what your members need and create content that satisfies these needs.
Boosting the success of your membership publication is a process that relies on your content strategy. By offering your members the resources they are interested in, you gain their attention and they will likely respond positively which helps you grow. When you use the right tools, you learn your members’ interests more efficiently and improve overall engagement.
If there’s one issue that can diminish a members’ trust in a brand, it is to see that the brand doesn’t care about their opinion. For that reason, you should ask for their feedback throughout the year as it shows members that you value them. When you ask members what changes they’d like to see, they feel like they are a part of your company and it can potentially transform them into long-term supporters.
Customer satisfaction is an integral part of why one organization is more successful than the other. Though the simplest method for understanding a customers’ opinion is to ask for feedback, you may also use analytical software to assess customer satisfaction. Some club websites use star ratings and reviews to find out what members think about different products.
The biggest mistake that companies make when analyzing customer feedback is they choose when they want to listen. Perhaps you give more attention to positive feedback and neglect any negative feedback. Make sure you address all feedback whether it’s positive or negative. Set aside time for going through the comments on your online community and give appropriate answers in a timely manner.
Listening to your online community is crucial as it helps you fully understand the needs of your members. But, listening without taking any action isn’t going to benefit anyone. So, focus on addressing the issues your members raise as they directly affect your success.
- Why An Excellent Customer Experience Leads To More Revenue For Companies
- What Does It Take To Build A Well Performing Membership Team?
- Efficient Tactics To Boost Membership Acquisition In Your Association
- How To Overcome Participation Problems On Your Online Community By Using Data
- Have You Changed Your Approach For Getting Potential Members To Engage?
- December 1969 (5)