The purpose of the membership system is to collect sufficient customer data through technological tools to facilitate subsequent sales decisions and customer service applications. The first-party data held by these brands is especially important in the cookieless era. For example, customers’ website browsing history. LINE official account click history, etc.. Are helpful for marketers to conduct targeted marketing and reduce the waste of resources for inaccurate sms services promotions; customers’ transaction records and conversation records are helpful for customer service personnel to quickly handle customers. report issues, or improve sales opportunities for salespeople.
- Recommended reading: “Focus Marketing 4 Steps and Case Analysis!” Precise marketing to target customer groups and increase business opportunities》
Benefit 2 of the membership system: Focused communication, providing customized and personalized services
The function of Focus is almost the core of the membership system, because only Focus can devote more resources to more important people. And can also conduct customized interactions based on different characteristics. In the membership system, we can manage the dimensions of customer focus through focus tags. The member system interface will be able to query the focus tag attached to each member for subsequent marketing and customer service communication.
- Recommended reading: “LINE Focus Strategy: 5 Tips to Efficiently Collect 4 Types of Tags and Upgrade Precision Marketing!” 》
Benefit 3 of the membership system: Automate membership management, reduce manual labor and improve efficiency
Finally, the membership system must be able to automate manual processes as much as possible. The membership system itself is not just a place to store and classify member information. But it should also be able to be combined with other functions so that member information can be of value. For example, a membership successful marketing campaigns with the b2b marketing strategy matrix system combined with a Marketing Automation (MA) tool can automatically send corresponding push messages to consumers while collecting focus tags; or a tool combined with an automatic response function can reduce the number of The burden on customer service staff.
- Recommended reading: “Marketing Automation Dominates Digital Marketing Trends!” Marketers must read 3 benefits and 5 major developments”
How to choose a suitable membership management system: 3 major indicators you should pay attention to
When selecting a membership system, in addition to the fact that it should be able to complete the basic functions of the above three membership systems, you should also pay attention to the following three aspects to judge whether a membership system is suitable.
1. Many advantages and powerful functions in key member business channels
Although membership management now emphasizes multi-channel and omni-channel, the resources invest by brands in different channels will inevitably be different, and membership management will also have different focuses bas on market characteristics. A membership system with rich functions on LINE is also worth investing in for brands.
- Recommend reading: “5 Strategies for LINE Member Management: Cultivate Customer Loyalty and Create the Most Active Official Account”
2. It has the characteristics of easy expansion and deep connection with other systems.
Since the membership systems develop by various manufacturers have different characteristics, they may not perfectly meet the various needs of the brand. Therefore, brands often need to connect other systems in series. At this time, it is very cg leads important whether the system can be easily expand. In order to avoid too many serial connections, we recommend purchasing tools that cover a wide range of applications from the beginning. Of course, you should also weigh portability and avoid purchasing tools that are too heavy and redundant.
- Recommend reading: “MarTech Stack: 3 Concepts When Importing Multiple Marketing Tools”
When it comes to membership management, it is particularly recommendthat brands think about the nodes a consumer will go through from contacting the brand to becoming a member from the perspective of the “customer journey”, and which functions within the brand each correspond to. People who want to run membership operations often only think of digital tools that focus on marketing. However, special attention should be paid to that membership management should not only include marketing, but from marketing, sales to subsequent customer service. They are all key elements of membership management and should be integrated with digital tools. Come in and get it done in one stop.
