Ep 230: A Systems-Based Approach to Increasing Retention
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A Systems Based Approach to Increasing Retention
Most membership businesses have a system for getting customers.
They know how people find them.
They know what emails get sent.
They know how people buy.
But very few businesses have a system for what happens after the sale.
During a recent conversation with Melinda Cohan, we talked about why that is one of the biggest mistakes membership businesses make.
If you want better retention, you need a system.
Your Member Journey Needs a Map
Most businesses spend a lot of time mapping the customer journey.
Very few spend the same time mapping the member journey.
A member journey map looks at every stage of the experience after someone joins.
That includes:
Onboarding
Member activation
Upgrades
Renewals
Cancellations
When those touchpoints are mapped out, you can create systems that support members at every stage.
Systems Create Space for Personal Connection
One of my favorite concepts comes from the 95/5 rule.
Systemize 95% of the experience so you can focus on the other 5%.
The goal is not to remove the personal touch.
The goal is to create more room for it.
When the core systems are in place, you have time for things like:
Handwritten notes
Personal outreach
Extra support
Those moments matter.
But they are much easier to deliver when the foundation is already built.
Use the Stoplight Strategy
One of the simplest retention systems you can build is what I call the Stoplight Strategy.
Start by identifying three groups.
Green Members
These are members who are making progress.
They are showing up.
They are doing the work.
They are engaged.
The question is simple:
How will you celebrate them?
Yellow Members Need Attention
Yellow members are starting to drift.
Maybe they stopped showing up.
Maybe they are no longer engaging.
Maybe they have missed a few opportunities to participate.
The goal is to identify them before they are too far gone.
Then you can reach out and bring them back into the experience.
Red Members Need a Positive Exit
Red members are at risk.
They may be canceling.
They may not renew.
They may have stopped participating altogether.
Even when someone leaves, the experience still matters.
A positive exit creates goodwill.
It creates referrals.
And it increases the chance that someone comes back in the future.
The Bottom Line
Most businesses put more attention on the customer journey than the member journey.
That is backwards.
If you want people to get results, stay engaged, and continue with your program, you need a system that supports them after they join.
Start by mapping your member journey.
Then identify your green, yellow, and red members.
You do not need complicated software to start.
You just need a process.
Ready to build retention systems that help members stay longer and get better results?
Apply to work with me at shanalynn.com
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