Ep 241: Stop Trying to Automate Everything in Your Membership
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Stop Trying to Automate Everything in Your Membership
Automation makes it easier to run and scale an online membership.
But there is a risk.
The more we automate, the easier it becomes to remove the human connection that makes a member experience feel personal.
You don't have to choose between efficiency and connection. You can have both.
The key is knowing what to automate and where to keep a human touch.
When Automation Starts to Feel Like Alienation
There are plenty of good reasons to automate parts of your business.
Automation saves time. It creates efficiency. It gives you more freedom.
The problem starts when a member joins because they trust you, then rarely interacts with a real person after they buy.
That's when automation can start to feel like alienation.
As you add new tools and systems, pay attention to what they remove from the member experience.
Ask yourself:
Are we making this easier or are we making it less human?
You want the efficiency without losing the connection.
Human Connection Doesn't Have to Scale
One reason business owners automate so much is because personal connection feels impossible at scale.
If you have hundreds or thousands of members, you can't personally connect with every member.
But you don't have to.
Not every member needs a personal touchpoint every month. You also don't have to create every connection yourself.
Your team can play a role.
In fact, giving members more chances to connect with your team can create even stronger relationships with your business.
It can also give your team more meaningful ways to interact with the people they serve.
Create Moments That Feel Remarkable
Personal connection doesn't have to be complicated.
It could be a phone call.
It could be a voice or video message.
It could be a quick video call instead of a three-day email exchange.
Or it could be one of my personal favorites: a handwritten note.
These actions aren't easy to automate. They aren't always scalable either.
That's what can make them so valuable.
In Purple Cow, Seth Godin talks about creating something remarkable. Something remarkable gets noticed because it is different.
As automation becomes normal, human interaction has a chance to become the thing that stands out.
A kiosk once felt innovative. Now we barely notice one.
But an unexpected phone call from a real person?
A personal voice message?
A handwritten note in your mailbox?
Those experiences are harder to forget.
Don't Automate Away the Human Experience
The goal isn't to stop automating your membership business.
Use automation to save time. Use it to create efficiency. Use the tools that help you run a better business.
Just don't let efficiency become the only goal.
Look for the places where a real human interaction can make the experience more memorable.
Then protect those moments.
As AI and automation become a bigger part of online business, the businesses that create real human connection have an opportunity to stand out.
So ask yourself:
What touchpoints in our member experience should stay human?
The answer may lead you to some of the most memorable experiences you create.
Ready to Strengthen Your Member Experience?
Automation can help you scale. Human connection gives members a reason to stay.
If you want support building a stronger member experience and retention strategy, see how you can work with me at shanalynn.com.
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