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The Impact of Customer Care on Member Retention

Poor customer experience is one of the top reasons customers walk away from a brand. In fact, research shows that 86 percent of consumers will leave a brand they were once loyal to after only two to three poor customer service experiences.

Think about what that means for your association’s member retention. Is your association providing top-notch customer (member) care?

These days, customer support is often online. But that doesn’t mean it shouldn’t be personal, friendly, and seamless.

Member Renewal Timeline to Increase Member Retention

Here are four ways to provide unbeatable online customer support for a positive impact on member retention:

1. Respond quickly.

Timeliness is critically important to providing a great customer experience. Respond to inbound emails and voicemails as quickly as possible. The faster you can acknowledge inbound communications, the better.

2. Check in.

If a member’s issue requires more than one interaction to resolve it, be sure to let them know next steps and check in with them regularly. Regular touchpoints ensure that the issue moves forward toward resolution and gives members a better experience.

3. Welcome feedback.

Be sure to take stock of all feedback from your members. Funnel member input through appropriate channels and update your members on any changes you’ve made based on their feedback. Taking these extra steps can go a long way toward showing members that your organization cares about providing a great member experience.

4. Celebrate resolutions.

When appropriate, use a positive and upbeat tone in your responses. For example, phrases like, “I’m excited to share,” or “I’m happy to report,” will put your members in a better frame of mind at the conclusion of their interaction with you, leaving them with a more favorable impression of the overall experience.

Proven Strategies to Increase Member Retention

Watch this on-demand webinar to discover how your association peers are currently increasing retention and how vital it is to convey the value of membership.

And here’s a bonus idea for improving member retention and growing your association membership: Take a good look at your organization’s technology strategies to make sure they align with what members value and expect.

Association trends research by Community Brands shows that members who view their professional organization as an early adopter of technology are more satisfied, more connected, more likely to renew, and more likely to promote the organization. Improving your use of technology can create a more positive and lasting member experience, improve engagement, and reduce member issues.

Some ideas:

  • Develop a digital transformation plan. Make sure your entire organization, including leadership and the IT team, is in sync with priorities set forth by the plan.
  • If you find yourself struggling to stay ahead of the curve, turn to your members who are early technology adopters to help you develop a tech strategy to meet members’ expectations.
  • Make sure your association management software (AMS) and learning management system (LMS) support a modern digital member experience.
  • Find a strong online job board and comprehensive career center solution to help you provide members with the benefits they want most in a great online experience.

Discover more member retention ideas.

Read our guide for 10 Ways to Reduce Member Churn: Effective Member Retention Strategies for Associations

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