A while back, I pulled up at an ATM that I’ve used hundreds of times and I noticed that the machine had changed. A brighter screen and bigger buttons were immediately noticeable, but then something else caught my eye – three round buttons to the side of the machine.
These buttons actually raise and lower the tilt of the ATM screen based on your vehicle height.
I’ve often seen people have to open their driver’s door and step out to be able to use the machine, or they try to lean awkwardly out their window to achieve the right angle.
What an awesome enhancement to the customer experience, right?
Often, membership-based organizations have very different people who enter as members as well.
In this week’s podcast interview, Sarah Quinn from Bike Pittsburgh noted that her organization’s constituency is quite broad in their biking interests. Members range from people who use biking as their main mode of transportation to people who only pull their bike out a couple of times a year or in the summer when it’s a nice Saturday.
If you didn’t catch the episode with Sarah, you’ll find it here.
So, how do you make a membership feel completely appropriate at an individual level in situations where you have such varied interests in your organization’s work? This is a common challenge for many organizations. Perhaps your organization serves people who are new to your industry as well as people who have been in the industry for decades. Or perhaps you serve people who live in very rural parts of the country vs. urban areas. Or moms who have one child and moms who have five. I suspect every organization has some version of this personalization challenge.
The first step is actually *knowing* about the differences that exist in your audience. What can your data show you? Are you tracking where people come from in your database? Are you looking at the programmatic activities they’ve responded to? What emails are they opening and opportunities are they clicking on? Have you learned anything helpful from member surveys?
If you have this sort of data, it becomes much easier to begin building member experiences that feel more personalized. In fact, while you might think that personalization would increase your workload, it can actually have the opposite effect – essentially focusing you in on the offerings that will be most helpful for your members, rather than trying to be all things to all people in everything that you do. It’s much easier to plan an ideal member experience for people you know well. Imagine it as the difference between throwing a party for total strangers vs. throwing one for your close friends and family. With friends and family, you know what music they are going to like, which people should sit next to each other at the dinner table, and what types of conversations are going to be most enjoyable.
I’d love to hear your thoughts on this topic. Let me know if personalization is something that your organization has explored at all. If you have, what did you discover?
If topics like this intrigue you, JourneyCARE will, too.
One of the primary reasons why I developed the JourneyCARE platform is because I wanted my clients to have a better way to build their member experiences. I wanted it to be as simple as, “if we know ‘X’ about someone, then do ‘A’, and ‘B’, and ‘C’… but if we know ‘Y’ about someone, then do ‘D’, and ‘E’, and ‘F’ instead”.
In a nutshell, we’re using tools inside the JourneyCARE software to automatically do what you’d probably love to do on a one-on-one basis with every person you serve. The effect is simply magical.
If you’d like to see a tour of what JourneyCARE can do, you’ll find a recorded version at https://journeycare.app
Or book a private demo and I’ll show you around the tools myself: https://joyofmembership.as.me/?appointmentType=19055094