Understanding Member Needs Through Networking and Referral Tracking Software

Christina Metcalf
Christina Metcalf
Published on 07/10/2023

Have you ever heard someone say “they get me” about a person who knows them well like a best friend, spouse, or significant other? The phrase denotes an understanding that is often irreplaceable, a concrete bond. That type of bond is exactly what you want to have with your chamber members. But to do that you must understand their needs. There are many ways to cultivate that type of understanding but one of the easiest and most inexpensive is through networking and referral tracking software.

The Importance of Personalized Experiences in Member Retention

Personalized experiences play a pivotal role in chamber member retention, offering a unique and tailored approach that fosters strong relationships and long-term engagement. When members feel understood, valued, and catered to on an individual level, they are more likely to remain loyal to the chamber and actively participate in its activities.

Personalization enhances retention by addressing members' specific needs, interests, and goals. By customizing communications, events, and resources to align with each member's preferences, industries, and professional aspirations, chambers can deliver a more relevant and meaningful experience. This fosters a sense of belonging, satisfaction, and exclusivity, which in turn cultivates stronger emotional connections and a desire to continue the membership. Ultimately, personalized experiences build trust, loyalty, and advocacy, contributing to higher member retention rates and a thriving chamber community.

However, personalizing each experience—while it sounds great on paper or in a blog post—can be cumbersome in real life, especially if that personalization of offerings is polarized with some wanting the chamber to offer X and others Y.

Plus, it requires a lot of time to understand what everyone wants and cater to it individually. Who has that kind of time even if it does impact retention?

That’s why you need efficient and easy-to-use tools that will improve personalization and offerings in ways that delights most of your members through new business acquisition.

Who doesn’t love a referral?

Networking and Referral Tracking Software Gathers Member Insights

One of the most common reasons people join the chamber is because they want more business. That begins with referrals. It’s one thing to tell businesses they’ll receive referrals from the chamber if they are a member. It’s another thing to give them the tools so that they can track their referrals and see just how much the return on investment in membership is worth. They could discover that one referral alone that is worked into a sale covers the cost of annual chamber membership.

With Networking and Referral Tracking Software, the chamber and member can analyze where referrals are coming from (businessperson and events), and how much they’re worth. They can then decide what events and interactions are most likely to have the largest return. Putting this power in your members’ hands is better than any marketing campaign because they can see how valuable working with the chamber is. You can also see which members are the best referrers.

Using Referral Tracking Software to Personalize Member Experiences

Referral Tracking Software provides valuable data. But how can you use it to personalize member experiences and offer a personalized approach to membership in a scalable way?

Here are a few ideas:

• **Member referral awards and customized member referral links: **When a member joins the chamber you likely ask them how they heard about you. If someone referred them, they may or may not recall their name or remember to give them credit. That’s why it can be helpful to provide each member with a unique referral link that they can share with their contacts. By using referral tracking software, you can track the source of new member sign-ups and attribute them to the respective referrers. This allows you to acknowledge and reward members who bring in recruits, fostering a sense of personal recognition and appreciation. • **Tailored rewards and incentives: **Use the data collected through referral tracking software to offer personalized rewards and incentives to members based on their member referral activity (or referrals to one another). For example, you can provide exclusive perks, event discounts, or gift cards to members who refer a new member. By tailoring the rewards to individual preferences and interests, you increase the chances of members actively participating in the referral program. You can get these personalization ideas from the members when they first become a member or allow them to pick from offerings. It’s best that they know what the rewards are ahead of time to motivate them for more referrals. • **Targeted communication: **Leverage the insights gained from referral tracking software to segment your member base and create targeted communication campaigns. Send personalized emails, newsletters, or event invitations to specific groups of members based on their referral history, interests, or industry affiliations. This approach ensures that members receive content that is relevant to their needs, enhancing their engagement and sense of belonging. • **Member feedback and surveys: **Use referral tracking software to gather feedback from members who participate in the referral program or referral groups. Conduct surveys to understand their experience, motivations, and suggestions for improvement. This feedback can help you refine your referral program and tailor it to better meet the expectations and preferences of your members. Just remember, if you ask, you need to be prepared to make some changes or your members will feel like their voices don’t matter. • **Social recognition and competition: **Implement a system that allows members to showcase their networking and referral achievements and receive public recognition. This can be done through badges, or social media shoutouts for top referrers. Referral tracking software that lists referrers and referrals associated with them can encourage friendly competition among members, making the referral process more engaging and enjoyable.

Data is the lifeblood of personalization. You need efficient and easy-to-use software to track referral data. Contact us today to learn how affordable our software is and how it can help members see how valuable chamber membership is.

Additional Reading about Personalization:

The Promise of Personalization for Associations

5 Personalization Marketing Strategies for Chambers of Commerce

Personalization Is Key to Customer Satisfaction

About the author

Christina Metcalf

Christina Metcalf is a writer who loves stories and specializes in assisting small businesses and chambers of commerce to tell theirs.


Please log in to leave a comment.