A new approach to member engagement

"One person’s ‘engaged’ is another person’s ‘disinterested’.”

Alex Skinner, CEO, Pixl8

By integrating mobile app data streams with your existing systems like CRM, email, and website, we start to see that engagement on an individual basis is capable of immense variety. Pigeonholing members based on blanket metrics gets you nowhere - it's important to learn not only how their individual engagement "type" manifests, but also how it compares with their satisfaction scoring. 

We like to call this “gap analysis” - pitting what you’re likely to know about a member against what you aren’t. This helps you identify areas for improvement, particularly in the realm of data capture. 

Sure, extracting this type of information can sometimes feel like pulling teeth when you're working solely with broader, more impersonal data streams. But mobile apps offer a unique opportunity to communicate with members on a more personalised, immediate basis. 

How can mobile apps form part of the digital engagement mix? 

With a smartphone, we're able to find places, order transportation, document photos of family and friends, keep up with work, and be in constant low-level communication with the rest of the world. 

"For better, for worse, people are spending a tremendous amount of time on their mobile devices... 4-5 hours a day on mobile apps."

Russ Magnuson, CEO, Results Direct

It's no surprise given the above statistics that mobile apps have immense potential for engaging members. When mobile-first projects are undertaken with tact, they can be immensely successful. 

Designing for mobile apps requires contextual awareness - it’s not just “squish-to-fit” responsive design, but rather design focused on the mobile environment as an experience.

"A responsive website’s purpose is utility. The app is an enhancement to the overall experience."

Russ Magnuson, CEO, Results Direct

There's been an overall move towards year-round apps, but you need to consider the cultural difference between the US and UK. In the US, members attending an event where they download the official app are less likely to delete it (unless their smartphone starts running out of memory!) In the UK, we're more deletion-happy, which can interrupt the flow of "always-on messaging" and consistent collection of data by organisations. 

How can you get personalisation right without being too “creepy”?

Members will be less likely to delete or stop using your app if you're providing them with the right level of personalisation. Establishing this nuance can appear difficult, especially if your target membership base is unconvinced by the benefits of consenting to geolocation data collection, for example. 

"We’re actually talking about person engagement; user engagement… member engagement is just a subset of that."

Alex Skinner, CEO, Pixl8

In reality, getting personalisation right is simple. Be up front with how you’re going to use member's information, and also about how you’re going to provide the mobile experience. 

Also, pay attention to the value you are delivering with your personalisation. Curate, don't just create - this can become a burden, especially if you're trying to deliver highly granular content to members but only have a small production team. 

To wrap it up - what is the emergent value in this new era of membership? 

• Immediate access to timely and unique information for industry 
• Connecting to peers through a community/social experience
• Keeping up with their profession in terms of career development

Nowadays, people join membership organisations to connect with their peers. If you can provide instant connectivity and on-the-go resourcing with a mobile application, you add value to their membership experience, encouraging engagement not only with your organisation but with other members. 

Interpersonal connectivity is where true value lies.