As a membership organisation, you'll know better than anyone that today's members expect an online experience that's interactive, engaging and relevant to them. So by personalising each experience you'll bring members closer to you making them feel of value while building loyalty.
But in order to offer a truly personalised experience it's vital all your back-end systems are connected - and herein lies one of the main operational challenges faced by many membership organisations today. Without ensuring your CRM, CMS and other membership management solutions are all connected it will be impossible to deliver personalised 'context based' content to individuals based on for example, their membership level or preference for certain types of information.
So given the integration challenge involved in setting up personalisation - is it still worth it?
The simple answer is YES - and here's a few of our reasons why:
- Personalisation will improve member engagement - it goes without saying that if you're delivering content that resonates with that member, they're going to want to stay on your website for longer and carry out more activities
- Targeting relevant, value driven content will generate a sense of individualism for the member and ensure greater satisfaction
- Tagging or categorising content will enable easier navigation for the user so relevant content appears as they immediately land on the site thereby negating the need to search deeper
- Using captured data, automated and personalised emails can be sent to members at a time when they're most receptive to it - for example an annual membership renewal reminder
Having created many dynamic and fully integrated websites for a number of membership organisations over the past 20 years, we know only too well how challenging the integration of numerous systems into one centralised solution can be. Luckily, we thrive on the challenge and have a level of technical experience that's second to none which is why we're proud to call ourselves experts in this field.
So, if you're looking into personalising the online experience for your members but need some help with integrating your solutions - look no further.