Be ready for the future of personalisation - Our top 5 Recommendations

In the fast-paced realm of membership organisations, staying ahead means embracing the future of personalisation. To navigate this landscape effectively, we present our top 5 recommendations tailored to propel organisations towards hyper-personalisation. From prioritising data governance to harnessing advanced technologies like AI and Machine Learning, These insights will empower organisations to create impactful member experiences within the dynamic digital landscape.

1. Invest in Data Governance

Membership organisations should prioritise data governance, including data collection, storage, and usage policies. Look beyond traditional personas and member life cycles, avoid vanity metrics and focus on results - what are your members actually using? When, where and how?

It’s about data quality over quality - don’t collect the data unless you can use it and you really need it to achieve your goals.

This must be combined with implementing robust security measures and compliance with data protection regulations to build trust with members.

2. Fully utilise your technology
(yes, including AI and Machine Learning...)

Yes, we said AI isn’t the future of personalisation but that’s because there is a myth that it’s all you need. However, leveraging AI and machine learning to automate data analysis will short cut the ability to deliver hyper-personalised experiences. Chatbots and virtual assistants can provide real-time support and recommendations, especially helpful in low resourced membership teams. However to do this your CRM or AMS needs to be right for you with the right partner.

3. Be Transparent in your use of Personalisation

Give members control and visibility over their personalisation preferences in your member portals and/or preference centres. Allow them to opt in or out of specific personalisation features, respecting their boundaries and validating what you “think” you know about them.

4. Focus on Value

Ensure that personalisation efforts add genuine value to members. Avoid pigeonholing members into stereotyped categories that won’t deliver real personalisation.

If you have limited content, focus on matching it to the optimal user profile instead of anyone with a general interest. This will make your content more relevant to those who will really value it.

Equally, don’t personalise for the sake of it, keep your focus on improving member experiences and outcomes. For example, on your digital channels, try to surface personalised member content with boosting or ordering, rather than hiding other content.

And remember what works today might not tomorrow. Your member value proposition will need to evolve as your members’ needs and the world we operate in changes.

5. Continuously Monitor and Adapt

Regularly assess the effectiveness of your personalisation and hyper- personalisation efforts through member feedback and data analytics across your interaction points.

Don’t be scared of failure (if you are really being brave and trying something new it won’t always work) but learn from that failure. Adapt your strategies to changing member preferences and technological advancements. If personalising the journey or messaging doesn’t have the desired effect then look again at your data and simplify your approach.

We are all on a journey of continuous improvement and evolution.

How can ReadyMembership help?

ReadyMembership is a single composable member experience platform.

Built for membership organisations wanting to supercharge their member experiences, it’s intelligent, flexible, upgradeable, right sized and hyper- personalised. The result? Behaviourally driven experiences that will excite your members.

It enables you to easily create personalised journeys across channels. You can do so without needing to be technical and understand where your CMS, events platform and portal or bespoke functions stop and start.