The Rewards of Delivering a Great Digital Member Experience

Member experience (MX) refers to the overall perception and impression a member has of your organization. It’s based on their interactions with you across all touchpoints and channels and is shaped by every interaction the member has with you, from browsing your website, to interacting with your staff, to registration processes and beyond.  

It encompasses both functional and emotional aspects of the member journey, including the quality of the service offering, the ease of use, the level of support, and the emotional connection and sense of satisfaction the member feels from your community.

Understanding your digital experience maturity and knowing where you’re currently at and where you want to go, will set you up for success as you move along the path to maturity and to delivering exceptional industry-leading member experiences. Let’s explore what this really means and why it is so important.

Benefits of a Good Digital Member Experience

Delivering a good member experience can bring several benefits to an association, including:

1. Increased member loyalty and retention: Members are more likely to remain loyal to a brand if they have positive encounters, which can lead to renewals and referrals and increased member lifetime value.
2. Improved member satisfaction: Members are more likely to be satisfied with an association if they have a good experience, leading to positive word-of-mouth marketing and potentially more through referrals.
3. Increased revenue and profitability: Delivering a good member experience can lead to increased loyalty and revenue, as well as improved profitability through cost savings from reduced member churn and increased efficiency.
4. Competitive advantage: In today’s competitive association landscape, a good member experience can help differentiate an association from its competitors and attract new members.
5. Better insights and understanding of members: By focusing on the member experience, associations can gain a better understanding of their needs, preferences and behavior, which can inform content development and marketing strategies.
6. Improved brand reputation: A positive member experience can enhance an association’s brand reputation, leading to increased trust and credibility among members and stakeholders.

Factors Behind Good Digital Experience

Building a good member experience requires a combination of these key factors:

1. A member-centric mindset: An association needs to put the member at the center of its operations and decision-making process. This involves understanding the member’s needs, preferences and pain points, and tailoring its content and services accordingly.
2. Empowering technology: Associations need the tools and capabilities that enable them to publish engaging content without the help of other teams. They need seamless and intuitive processes to create a seamless and intuitive experience for the member.
3. Good member data: Good quality data is essential because it allows organizations to understand their members’ needs, preferences, and behaviors, and tailor their services, and interactions accordingly. It also enables associations to personalize the member experience, providing tailored content, offers, and support based on the member’s past behaviors and preferences.

A positive MX can drive member loyalty and retention, bring better member and market insights, boost your competitive advantage, improve reputation, and increase revenue and profitability. Delivering great member experience requires a member-centric mindset, the right technology, and great data.

Reach out to us to learn more about how your association can reap the rewards of delivering a great member digital experience. In the coming months, we will continue to explore how a digital experience maturity model can help overcome membership challenges and guide you in making the right technology investments for your association.