We know that many membership organisations are ambitious with their personalisation aims but often practical challenges stand in the way of delivery. Here some tips on how to ease the process and also make use of integrated solutions such as our own Preside platform.
Personalisation: The benefits
Creating a successful membership requires building and maintaining valuable relationships. One of the most effective ways to do so, is by providing a more personal, and relevant experience so that people feel valued as individuals.
If you can demonstrate that you ‘get’ your members and what they need, this will open doors to better retention rates and a loyal membership base.
Some examples of these benefits include:
Aligning all the pieces of the personalisation puzzle
As with all strategies, it’s important to consider any dependencies that could come into play now or in the future. Organisational objectives need to be aligned with target users’ needs, data security requirements and available tools.
A common challenge we see are information silos. While we find that organisations normally hold a lot of information about their members, that doesn’t mean they are able to use it. To access information when and where you need it and to deliver powerful personalised experiences, it is vital to consider systems integration.
Getting personalisation right
There are many sides to personalisation, which means some of them will be more successful than others. However, incremental approaches and testing along the way can help to get it right.