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Member Relationship Management (MRM) brings the tools and disciplines of Customer Relationship Management (CRM) to the world of professional associations and membership societies. At the root of the MRM/CRM revolution is the desire of all businesses — regardless of size — to know their customers better.
It's easy to say "members are our most important assets," however, turning an MRM strategy into bottom-line results is hard work. It means winning the battle for members' hearts and minds every day, with each interaction, through all direct and indirect sales and communication channels.
Creating a member-focused organization starts with the definition of an MRM strategy, which may require processes or possibly organizational changes. While these changes are definitely not easy, consider the alternatives: at best, unsatisfied members and low retention; at worst, your competitors beating you to the punch, and to both your current AND future members.
A three stage approach includes:
- Strategy
Development: Use tools such as executive interviews, market research
and data mining, to identify your organization's most important membership
segments and the relative value of each in terms of revenue potential
and costs to acquire and maintain. Upon completion of this process,
your organization will have a fully specified MRM strategic plan with
a complete set of goals and strategies, and measures.
- Strategy
Deployment: Using
the MRM strategic plan as a "road map," create a fully specified
and budgeted set of sales and marketing initiatives to drive member
revenue enhancement through effective acquisition and retention. These
initiative may include:
- Member
acquisition programs
- Direct
response programs
- Referral
programs
- Viral
marketing
- Customer
Loyalty programs
- Member
acquisition programs
- Strategy
Management: Finally,
with strategies and initiatives defined, measures specified and budgets
set, your association is ready to live your membership marketing strategy
on a daily basis.
Previous: Product Development
