Measuring and monitoring member activity and how this informs future engagement strategy
Knowing how, when and with what products, services or events members connect are key to understanding how they engage with your organisation. Whether it is opening a regular newsletter, accessing online content, membership of a special interest group, attending the annual conference or even complaints, recording these "touchpoints" provides valuable insight into member behaviour.
Combining this with an understanding of the member – their profile and ‘psychographics’ – can help drive individual journeys that will support engagement and help to pre-empt churn and, by drawing this information together in a report or "record card", demonstrate the value of membership at renewal time.
In this presentation you will be introduced to how your engagement strategy will benefit from leveraging two major assets of your organisation – your member data and your investment in CRM. We will consider: Identifying the engagement "touchpoints" and key member "milestones" and how you record them Using gap analysis to identify areas where members are less engaged The approach to member surveys for building profiles Utilising business intelligence to build the comprehensive report and understand individual relationships Data modelling for segmentation and personalising contact Importance of data quality How best to use technology to support this initiative
Ref:ENG18/TLK-7352
