Are you focusing as much energy on your current members as you are with your new ones? Building member relationships is a super important part of business success.
Having engaged, happy customers not only helps make your business more successful, but it also makes your job worth going to every day. When you open your doors on day one, it’s pretty easy to remember the important details of your first clients’ lives; birthdays, family events, career successes. This will help build member relationships and as with any relationship, these are the details that form strong bonds and create customers that will stay with you for a long time.
As your member base grows, it becomes increasingly more difficult to have enough time in the day for those meaningful conversations—it’s not that you don’t want to, but if you spent even just five minutes a day with 200 members, that wouldn’t leave you with time to do much else. It is, of course, still vital to engage your customers. As with so many parts of your business, having systems in place helps to ensure that your customers know how important they are to you should be a key part of your operations.
1. Let Technology Help Build Member Relationships
Most modern technology is geared towards one thing: convenience. In this case, let technology do the work for you. If you have only a few short moments with one of your members, would you rather spend that time collecting an overdue payment or asking them how their weekend was? Assuming you answered the latter, letting your members know that they can make payments online will help you to forego the often times awkward conversation you need to have about their tardy payment.
If you have an event or class for which they need to register, let them know that they can register from the convenience of their home. Don’t make them stand at your front desk signing forms and writing checks when you could be asking them about their goals or soliciting their feedback.
2. Go Above & Beyond to Build Member Relationships
What may seem like a little thing to you may alter the entire scope of somebody else’s day. You never know how an email to one of your customers may brighten their mood. Because it would be nearly impossible to manually send an email to each and every current and former member you’ve ever known, have a system in place to do it for you.
At a minimum, make sure you’re collecting birthday information and setting an email to be automatically sent on the right day. Remember, every email you send doesn’t necessarily have to contain information about upcoming events or sales. Sometimes a simple “Happy Birthday!” will go a lot further for your business.
3. Connect on the Phone to Build Member Relationships
Of course, not everything can be an email or text message. Speaking to your customers directly, even over the phone, can help cement the relationship you’ve built. If you’re worried you may be missing someone, set yourself a reminder. Assign an ongoing task for someone on your staff to do touch base calls. Most importantly, don’t wait until the member hasn’t been there for a while; engagement is proactive, not reactive.
4. Hold Member Appreciation Events to Build Member Relationships
Everyone wants to grow their member base. Holding “Bring a Friend” events is an effective and often times lucrative way to hit that goal. Remember, though, you can’t grow your member relationships and base without doing your best to keep the current roster engaged and happy.
Holding member appreciation events can do just that. Host a free event in which your only expense is your time (a special group class) and only invite your current customers. Some may argue that the value gained from these events can even far exceed the cost of an event you pay for out-of-pocket, such as hiring a special speaker or trainer.
Before and after the event, give them the chance to mingle with each other. Take the opportunity to talk to them on a personal level. Cultivate a community within your business. If you host these events regularly, not only will your relationship with your customers improve but your customers’ relationships with each other will improve, too.
As always, Member Solutions is invested in your success. We offer a variety of tools that can help you systemize important aspects of your business so that you can focus on what you do best. If you’d like to learn more about how you can make the most of these tools, don’t hesitate to contact the Training and Support team at 877.600.3811 or firstname.lastname@example.org to schedule a training session today. You can also contact Client Services with any other questions you might have.
About the author: Justin Bodamer is the Product Support Manager for Member Solutions. The Training & Support team is dedicated to helping you and your team make the most of your software and services. You can contact him at email@example.com.