Relying on a membership management tool can be a great thing for your business but especially if you also do your due diligence to keep it running smoothly. One of the most important things that you should be doing to ensure that you are making the most out of your management tool is tidying up your membership database. Beyond the aesthetic appeal of an orderly database, there are a number of reasons as to why it’s important to keep your membership database in tip-top shape.
“Unclean” data can cause a lot of confusion for your staff. Such issues as member duplicates may arise, which can lead to a number of errors that can result in a very dissatisfying experience for your members. Because of duplicates, your staff may accidentally charge, send reminders to, or add information to the wrong account. Before deleting any duplicates, be sure to verify both accounts to ensure that the correct information is kept. While you’re at it, keep in mind that you should keep your data as lean as possible—it’s quality over quantity when it comes to membership data.
Promotes Member Engagement
Quality membership data won’t only help you save time when reviewing a member’s profile; it can also promote member engagement. While it is true that you should know as much as possible about each member, you also want to have accurate and relevant information that can help you and your staff continue to provide personal and professional service. It’s also crucial to identify what sort of data is actually important to your business.
Name and contact information are important, of course, but consider other bits of material like how long he or she has been a member, when his or her membership expires, or the last time they attended one of your business’ special events. With the right type of data, you can better engage your members, which in turn will create more involved members. Keep in mind your members trust you with this data so use it wisely.
If your business offers any deals for new members, keeping your data tidy is particularly important. This is because some individuals may attempt to create more than one account to take advantage of this offer. In having organized data, your staff can immediately flag any duplicate data (such as using the same phone number twice). This is not to say that you should confront those who create duplicate accounts. Always give them the benefit of the doubt; maybe they forgot they already had an account. Do try to remind them of your new members policy and promptly merge the duplicate accounts.
Better membership data organization can help grow your business overall. To help you manage your members more effectively, PerfectMind’s cloud-based management software is a terrific solution. With it, you can manage memberships, track attendance, allow your members to book and schedule online, and more. Learn more about PerfectMind’s management software here.