Understanding the Member Journey
A typical member journey consists of several phases: awareness, consideration, sign-up, onboarding, engagement, renewal and — hopefully — advocacy. Each phase requires different communication and different measures.
Map the member journey in your organisation. Identify the critical touchpoints where members typically drop off and the moments where engagement peaks.
Onboarding That Sets the Standard
The first 90 days after sign-up are crucial. Members who experience good onboarding have significantly higher chances of renewing their membership. A structured onboarding process should include welcome messages, introduction to benefits and opportunities, and a personal contact.
With a CRM system like Dynamics 365, you can automate the onboarding flow whilst giving it a personal touch. Automatic emails are triggered based on the member's actions and preferences.
Keeping Engagement Up
Engagement is about delivering relevant value continuously. Segment members based on interests, demographics and activity level, and tailor communication accordingly.
Use data actively to identify passive members early. A member who stops opening emails, attending events or using the self-service portal is a warning sign that should trigger proactive follow-up.
From Member to Ambassador
The most valuable members are those who actively recommend the organisation to others. Identify potential ambassadors through engagement data and give them tools and incentives to recruit new members.
Cartagena Members is built to support the entire member journey — from first touchpoint to long-term loyalty. With integrated tools for communication, segmentation and automation, you can give every member a personalised experience at scale.
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