{"id":1844,"date":"2017-09-12T06:00:38","date_gmt":"2017-09-12T13:00:38","guid":{"rendered":"https:\/\/membermouse.com\/?p=1844"},"modified":"2020-07-29T16:19:29","modified_gmt":"2020-07-29T23:19:29","slug":"comment-suivre-lengagement-des-membres-pour-ameliorer-les-taux-de-retention","status":"publish","type":"post","link":"https:\/\/membermouse.com\/fr\/ladhesion\/comment-suivre-lengagement-des-membres-pour-ameliorer-les-taux-de-retention\/","title":{"rendered":"How to Track Member Engagement to Improve Retention Rates"},"content":{"rendered":"Basic customer acquisition is pretty simple: You leverage some data, monitor consumer habits, and then tap into a few personalization tactics to drive engagement.\r\n\r\nBrands have been doing this for ages, and by repeating the cycle with relative success, they can continue building strong relationships with their customers over time, leading to brand loyalty and more sales.\r\n\r\nBut how exactly does that work for subscription or membership businesses, exactly?\r\n\r\nIf an e-commerce business loses a customer today, they\u2019ll simply try to gain two more tomorrow and it all evens out. But businesses built on customer retention, like a SaaS or similar membership model, is completely dependent on developing long-term relationships with their customers.\r\n\r\nThey can\u2019t always \u201cgo and get a new one\u201d. They have to continually focus on meeting customer needs and engaging them during critical points in the sales funnel.\r\n\r\nThat\u2019s where tracking engagement comes in. If you want to be a smart business owner, you\u2019ll want to focus heavily on retention and finding ways to stay informed on member movement. Here\u2019s why\u2026\r\n\r\n[content_upgrade cu_id=\"1843\"]Get our list of 15 Follow-Up Email Ideas for Better Engagement<\/strong>[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]\r\n

Why Retention Is So Important<\/h2>\r\nPeter Drucker, the father of business consulting, once said that the purpose of a business is to make and keep a customer. The difference between membership businesses that sustainably grow and ones that don\u2019t is this: Customer lifetime value.\r\n\r\nCustomer lifetime value is the total dollar amount that a customer is worth to your business, from their first interaction to their last. Even a tiny increase in that value can lead to huge gains.\r\n\r\nFor example, if you have 1,000 members paying you $50 per month, and they stick with you for 10 months, you\u2019ve gained $500,000. But, if they each stick with you for 12 months \u2013 a 20% increase \u2013 you\u2019ve increased\u00a0your income to $600,000. That's an additional $100,000 per year\u00a0simply by increasing engagement for 2\u00a0months.\r\n\r\n\"valueofretention\"\r\n\r\nBut those numbers only matter if your customers actually stick around.\r\n\r\nResearch conducted by John Goodman<\/a> found that low retention rates are often caused by perceived problems with the company, like frequent price changes or dissatisfaction with the product or support system.\r\n\r\nIn a way, low retention rates are similar to having a bucket with holes. You can fill it as much as you want, but unless you patch those holes, you won\u2019t have any water left in the bucket at the end of the day.\r\n\r\nGoodman says that the key to reducing churn is to reduce key problems.\r\n

How to Improve Engagement<\/h2>\r\nUnlike traditional retail businesses, one of the key problems with membership businesses is poor member engagement. Having to keep members entertained over many years can become problematic.\r\n\r\nThankfully, there are a few things you can do to keep engagement levels high:\r\n\r\nMake sure you\u2019re relevant.<\/strong> While \u201crelevancy\u201d is a buzzword in some circles \u2013 especially if part of your retention strategy involves content like a blog \u2013 the reality is that your company needs to be relevant 24\/7.\r\n\r\n\"Content-Relevance-Comic\"\r\n\r\nFrom the moment your member signs up, they need to know that they can turn to you at any moment and receive value. If that seems like a high-pressure situation, it is. But that\u2019s where member tracking comes into play (we\u2019ll talk about that in a bit). You want to make sure that you\u2019re checking in on the interests of your members at all times so they don\u2019t accidentally disengage without you knowing about it.\r\n\r\nRemind them of your value.<\/strong> When you first started to offer free shipping, or blog content, it was exciting, and your members probably quickly jumped on the opportunity to sign up. But a year later? They\u2019re less interested.\r\n\r\nSubscription and member-based models are about relationships, and relationships eventually have to change. If you\u2019re doing the same things over and over, you have to remind your users exactly why they love you, whether it's by adding some additional incentives or a \u201cthank you for sticking around\u201d gift. Like any relationship, you need to continually woo your members.\r\n\r\nInnovate, innovate, innovate.<\/strong> Innovation says two very important things to your members: One, that you\u2019re looking to improve their lives in every way possible, and two, that you\u2019re in it for the long haul.\r\n\r\nIf you\u2019re not dedicating at least some of your time to improving your product or service, or finding new ways to keep members happy, eventually your solitary offerings may not be enough to keep members around. Boredom is a genuine factor in low retention, so remember that keeping on your toes can help keep you in the black.\r\n

Tracking Tools for Better Retention<\/h2>\r\nAs we mentioned earlier, the best way to improve member engagement is to keep track of what your members are using, what they\u2019re enjoying, and what they\u2019re neither using nor enjoying.\r\n\r\nRecent research<\/a> shows that customers prefer certain channels over others. For example, some companies use live chats when their customers\u2019 sites go down, while other companies may have customers who prefer using self-service, or even phone support instead.\r\n\r\nThe moral of the story here is that if you\u2019re not sure what your customers want from you, track them, or simply ask them.\r\n\r\nHere are a few ways to do just that...\r\n

Surveys<\/h3>\r\nRetention is about relationships, and relationships are all about wooing. One of the best ways to woo members is to simply ask them about their day \u2013 or in this case, about their experiences with your business.\r\n\r\nIs there something more you can be doing to make the experience better? Should you add a new feature? How do members feel about the content you\u2019re producing? Should there be more of it? Less?\r\n\r\nIf you\u2019re not sure whether you\u2019re doing enough, then just ask. Members will be happy to tell you. Here are a couple tools that will help you ask the important questions:\r\n\r\nSurveyMonkey<\/a> \u2013 This site helps you create and publish online surveys in minutes, and view results graphically and in real time.\r\n\r\nPOWr Survey<\/a> \u2013 If you want to use the WordPress plugin route, this one helps you create cloud-based surveys that you can drop anywhere in your theme or add to a post or a page.\r\n

Tracking Software<\/h3>\r\nTracking the movements of your members is also a great way to gather data on their preferences.\r\n\r\nHave they stopped streaming videos? Maybe they haven\u2019t been ordering things in the last few weeks? Are they still making use of your support services?\r\n\r\nHere are a couple ways you can track their movement to see patterns of engagement (or disengagement):\r\n\r\nMemberMouse<\/a> \u2013 If you\u2019re using MemberMouse, you have built-in tracking information<\/a> that can show you exactly where members are most engaged, so you don\u2019t have to worry or go searching around for it.\r\n\r\nWooCommerce Intelligent Marketing<\/a> \u2013 If you have more e-commerce functionality in your business, there are also plugins like WooCommerce Intelligence Marketing that will track product engagement directly from your dashboard.\r\n\r\nOf course, there is\u00a0plenty of other third party tracking software you can find with a quick Google search, too.\r\n

Follow-Up Emails<\/h3>\r\nFinally, after you\u2019ve spent some time sending out surveys and tracking member activity, you\u2019ll probably need a good way of re-engaging members.\r\n\r\nEnter the follow-up email.\r\n\r\n\"proactivesupport\"\r\n\r\nOne study from Lee Resources International<\/a> suggested that on average for every customer who complains about an issue, there are 26 who don\u2019t say anything; they simply leave.\r\n\r\nFollow-up emails \u2013 or emails sent to members that ask them how they\u2019re doing, to consider some new piece of information, or to otherwise engage them \u2013 give proactive support and can help you recapture the attention of any member having issues long before they bolt.\r\n\r\n[content_upgrade cu_id=\"1843\"]Here are 15 email ideas for improving your retention rates<\/strong>[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]\r\n

Final Thoughts<\/h2>\r\nRetention is the backbone of any subscription and membership business, and keeping members engaged is a big factor in keeping them around.\r\n\r\nIt all boils down to a few things: staying relevant, reminding members of your value, and innovating new ways to improve their lives. Oh, and tracking.\r\n\r\nTracking members can be done by sending surveys, using special software, or sending a follow-up email. Whichever way you choose, just remember that you should be doing something<\/em>.\r\n\r\nThe last thing you want is for your water to slip out of the holes in your bucket.","protected":false},"excerpt":{"rendered":"

Si vous souhaitez am\u00e9liorer le taux de fid\u00e9lisation de vos membres, voici ce qu'il faut savoir<\/p>","protected":false},"author":10821,"featured_media":3167,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[64],"tags":[97,53,96],"class_list":["post-1844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-membership","tag-customer-engagement","tag-membership-business","tag-retention"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/1844","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/users\/10821"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/comments?post=1844"}],"version-history":[{"count":0,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/1844\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/media\/3167"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/media?parent=1844"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/categories?post=1844"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/tags?post=1844"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}