This blog is the second in a series of three, aimed at helping membership and subscription-based organisations understand how they can communicate value to members in a digital world. For a complete picture, have a look at the entire series as well as our eBook.
Today’s sophisticated members want 24/7 access to information, from any location, on all sorts of devices. Having said that, they don’t generally want to consume content by themselves: they would much rather actively engage with other members and the organisation.
Members seek conversational dialogue with the organisations they join and expect these dialogues to be facilitated and initiated by the organisations as well as between members, in the way of forums for example. It is imperative to create a multi-channel presence if organisations are to maintain engagement throughout the lifecycle of members and potential members. This requires a single member view and clarity of communication across all channels, which is achieved by centralising all interactions, contact points, media, and channels.
From the organisation’s point of view, there is an immediate upside to improving engagement with members. Notably, it provides a perfect route into maximising cross-sell and up-sell opportunities.
Looking to develop greater engagement with your members? ‘Communicating Value in a Digital offers an invaluable look at the six imperatives that membership organisations should be considering. You can download a copy here.