As a membership organisation you are constantly striving to increase value for your members. You want to grow your membership base as well as retaining the members you already have, so you can keep on offering a deep and rich source of benefit to everyone involved. Achieving these goals requires an in-depth understanding of member needs and preferences.
While we all want to know our stakeholders better, it can sometimes be difficult to know how to it without being too intrusive? Feedback surveys and sentiment analysis can be really useful, but you could also be overlooking the importance of the membership data you already hold. What’s more it could prove transformative in unlocking valuable insights and enhanced member satisfaction.
Data you already have may include; geographical location, gender, age and seniority. Digital engagement data like website/membership area use, newsletter readership, training uptake and participation in networking events.
Establishing some key reports and trend analysis could help you reach a new understanding of member behaviour – creating the possibility of fascinating insights which unlock opportunities.
To do this you would need a data tool like Microsoft Power BI to help you cross reference and analyse the data using live dashboards, interactive maps and visualisations specifically designed for the purpose. You could also create a member journey to help you understand the lifecycle of a member from start to finish including touchpoints both on and offline.
When you use a tool like Power BI to present your data in visually interesting ways you start to reveal opportunities for new services or areas where uptake is low and effort is being wasted. This will allow you to review your offer and even close programmes where results are not being achieved.
A number of MemberWise members have been asking for more information on what Microsoft Power BI is and how it can be harnessed. Here are some of the ways we believe membership organisations can benefit.
1. Comprehensive Data Analysis
Membership organisations gather vast amounts of data, including demographics, engagement metrics, and participation in various activities. Power BI allows organisations to consolidate this data and visualise it through interactive dashboards. By analysing trends and patterns, organisations can gain a comprehensive understanding of member behaviour and preferences.
2. Predictive Analytics for Retention
Predictive analytics capabilities in Power BI enable organisations to anticipate member churn and take proactive measures to retain them. By analysing historical data, organisations can identify patterns associated with membership attrition and develop targeted retention strategies. For example, declining participation in networking events may indicate a lack of perceived value, prompting organisations to enhance event offerings or adjust their content to better meet member needs.
3. Personalised Member Experiences
Power BI empowers organisations to tailor their offerings to meet the diverse needs of their members. By analysing data on member engagement and preferences, organisations can create personalised experiences that resonate with individual members. This may include customised training programs, targeted communication strategies, or localised event offerings based on geographical location.
4. Data-Driven Decision Making
Gone are the days of relying solely on anecdotal evidence or gut instincts. Power BI enables organisations to make informed decisions backed by data-driven insights. By analysing member engagement metrics, organisations can optimise their service offerings, allocate resources more effectively, and prioritise initiatives that deliver the greatest value to members.
5. Continuous Improvement and Re-engagement
Power BI facilitates a culture of continuous improvement by providing organisations with ongoing visibility into member behaviour and satisfaction levels. By regularly monitoring key performance indicators, organisations can identify areas for improvement and deploy targeted re-engagement plans to bring lapsed members back on board. Whether it’s optimising educational content, refining event locations, or enhancing communication strategies, Power BI enables organisations to adapt and evolve in response to changing member needs.
We think Microsoft Power BI offers membership organisations a powerful tool for unlocking member insights, enhancing satisfaction, and driving growth. By leveraging the capabilities of Power BI, organisations can create more meaningful relationships with their members, deepen their association, and unlock the benefits that members truly value.
PTR work with membership organisations providing Power BI consultancy, training and full-scale development and deployment of reports.
Contact us to learn more.
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