Improve the Member Experience: Three Steps

Amid tough economic times, it pays to pay attention to those who pay your bills.

March 14, 2013

Last year we witnessed a whirlwind of influences on the business landscape—some of them good and some of them not so good.

The fiscal cliff, presidential election, an anemic economic recovery, and the lingering effects of Hurricane Sandy are just a few things that come to mind.

Despite the ever-changing business landscape, one central tenet always rings true: Keep your members happy.

So, what can we do in 2013 to continue this mantra, regardless of what unfolds in the world at large? I suggest these three lessons:

1. Know your members and adapt to them

Consumers have grown accustomed to purchasing products and services in their personal lives on a monthly subscription basis (Netflix is a good example of this) with the benefits of a short-term commitment and without the need to spend a lot of money up front.

Put yourself in members’ shoes. Perhaps you can offer more flexible payment or billing options that are more convenient to your members.

2. Give your customers more

The first thing many consumers do before visiting a business is to check online reviews and then look for discounts. How can you capitalize on this trend?

You could offer coupons on your website or social media platforms. Consider developing a loyalty program that gives your most active members discounts and other perks.

Also, think about other resources you could provide your members, such as free financial information or classes in areas of interest to your members.

3. Show members that their feedback matters

Constantly review your processes to determine the best ways to deliver a memorable member experience, and act on member feedback.

Take “listening” a step further by backing it up with some action. Your members will remember and value your business more than the competition.

JOE LANGNER is executive vice president of mid-market solutions for Sage North America.