Elevating, Attracting, and Retaining membership through deep personalisation of professional development
In the ever-evolving landscape of education and professional development, the commercial application of personalisation, particularly in the form of learning and product and service recommendations, tailored to a member’s profile, preferences, status, and career trajectory, should be at the forefront of every membership body’s strategy.
One crucial aspect of this strategy is recognising that the way in which one membership body needs to deliver professional development is inherently different from another. This means there is not an off-the-shelf solution in the market, such as a Learning Management (LMS) or CRM application that can solely deliver this strategy.
It is therefore essential that membership bodies build custom User Experience (UX) presentation layers, in the form of membership dashboards that seamlessly integrate with all of a membership body’s platforms and that drive distinctive and relevant professional development learning pathways. Through leveraging the capabilities of AI algorithms, it is possible to prioritise professional development learning content, courses, events and other resources, that are specific and relevant to their profile, development needs and career aspirations.
The custom design, build and integration of such advanced technology not only enhances engagement by delivering a bespoke learning and membership experience but also acts as a compelling tool for acquisition, attracting professionals with aspirations for career advancement. Furthermore, the continuous refinement of learning content, events, promotions, etc, based on user interactions and feedback ensures that members remain actively engaged, fostering long-term retention within the professional community.
In essence, the member dashboard and subsequent personalisation layers emerges as a linchpin in the evolution of digital learning, propelling professional membership bodies into an era where personalised, technology-driven education forms the bedrock of member engagement strategies. Importantly, this uniquely designed UX enables a membership body to optimise revenues by promoting and cross selling all products they have to offer, thereby maximizing the value delivered to members.
As we look ahead, the future of digital learning within membership bodies relies on the clear delivery of personalisation, tailored digital membership experiences, slick technical integration, and the recognition of diverse professional learning and development needs.
A customer UX presentation layer acts as the conduit, weaving together a tapestry of content from diverse sources, transforming the traditional LMS and other islands of membership content and events, into a dynamic and adaptive platform tailored to the distinctive requirements and aspirations of each member. This evolution ensures that education remains not only accessible but also finely tuned to the individual and collective needs of professionals, fostering a generation of agile, engaged, and lifelong learners ready to navigate the complexities of their respective fields.
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