Membership Technology: Customisation vs Productisation Explained

Membership Technology: Customisation vs Productisation Explained

Membership organisations often assume that productised CRM and CMS platforms – those offering out-of-the-box solutions – can’t provide the flexibility they need. With unique requirements like complex membership structures, tailored accreditation workflows, and personalised member experiences, it’s no surprise that custom-built solutions have been the default choice. Many worry that standardised platforms are too restrictive to meet their specific needs or deliver a truly bespoke experience for members.

However, advancements in CRM and CMS technology have blurred the line between customisation and productisation. Modern productised platforms now offer powerful, pre-built features such as event management, CPD tracking, and automated member communications, while remaining highly configurable and scalable to meet the evolving needs of membership organisations.

So, how do you decide whether a customised or productised CRM or CMS is the right solution for your membership organisation? By understanding the strengths, limitations, and capabilities of each approach, you can make a strategic choice that balances flexibility, cost, and long-term member engagement. Let’s explore the options.

Customised vs Productised Approaches

Customisation is ideal for organisations with advanced needs, such as complex membership structures, unique accreditations, or highly bespoke workflows. However, building from scratch or heavily customising platforms often leads to higher maintenance costs and longer implementation times.

In contrast, productised platforms offer out-of-the-box solutions designed to meet the core needs of membership organisations. These platforms are typically more affordable and faster to implement, making them suitable for organisations with standardised processes. For example, a productised platform can handle common activities like CPD tracking, event bookings, and subscription management with minimal need for additional development.

With a productised platform features are tested in advance and fully integrated. This eliminates the need for additional Quality Assurance and user testing, whereas a customised approach requires each component to be integrated and tested - adding to overall cost.

Member Engagement

A key consideration in choosing your platform is the ability to personalise the member experience and increase engagement. A productised platform, is pre-configured for common membership tasks and enables streamlined engagement activities like automating communications, event registration, and content delivery. A rules engine lets you easily target messaging to different member segments. Customised platforms allow more tailored interactions but can slow down implementation and require ongoing adjustments.

Renewals, Retention, and Growth

While both approaches support membership renewals and retention, a customised platform may offer more granular control over complex renewal processes or multi-tiered membership models. However, productised solutions often include built-in automation tools - such as onboarding and renewal workflows, reducing administration and nurturing growth through scalability.

Events and Marketing

For organisations running frequent, large-scale events, customisation may be necessary to meet unique requirements. Productised platforms often include robust, built-in event management tools and can integrate with leading video conferencing software.

Deciding Which Approach is Best for Your Organisation

When deciding between customisation and productisation, consider:

• Complexity of needs: Custom solutions suit organisations with unique or complex needs. For example, if your organisation is an awarding body or manages accreditation, your processes will be more complex and solutions are likely to require more customisation. If your membership offer is focused on core activities (e.g. events, webinars and training) then a productised platform can easily meet your needs.
• Timeline: Custom solutions take longer to implement. A productised platform can be up and running faster.
• Budget: Productised platforms can be more cost-effective, while customisation requires a larger budget
• Scalability: Custom solutions can scale more effectively with evolving requirements, but productised platforms offer solid scalability for most moderate growth plans.

Ultimately, the right choice depends on your organisation’s goals, resources, and member needs. By considering these factors carefully, you can select a technology ecosystem that supports your long-term strategy and delivers ongoing value.

If you're ready to explore the best technology approach for your organisation, download Pixl8 Group’s Guide to Continuous Improvement below or in-depth insights on choosing the right platform, implementing continuous improvement, and maximising member value. Get your copy now to make informed, strategic decisions for your membership organisation’s success.

Download Pixl8's Guide to Continuous Improvement