But even well-integrated, user-friendly technologies can cause you and your staff headaches if you’re not prepared.
Here’s how you can avoid the major pitfalls of transitioning from physical membership cards to an all-in-one digital solution (such as Membership Anywhere, or others), and doing so with as few hiccups as possible:
Mistake #1: Thinking of digital membership cards as PDFs
Digital membership card is so much more than just a paperless ticket or a copied image of a membership card. It’s a dynamic, scalable membership tool with rich, real-time data—like customer details, expiration and renewal dates, perks and special promotions, discounts, VIP status, and more. Best of all, it can connect effortlessly to your existing business apps, such as Altru, Salesforce, Tessitura, ACME, TAM Retail, and Raiser’s Edge, stitching together your ticketing, donor, and engagement data for powerful customer insights.
Mistake #2: Not promoting the transition to customers
Even tech-savvy customers will need a little guidance when you switch from a physical membership card program to a digital one. But by creating a simple onboarding email for customers with a step-by-step visual flow on how to download, store, and use their new membership card — along with an FAQ, troubleshooting tips, or even a training video — you can reduce the number of support tickets, churn, and customer issues at roll-out.
But also, don’t forget to tell members about all the additional perks and benefits that come with their card – such as rewards for personal referrals, discounts, and digital guest passes they can share instantly via email or text with friends, family, or coworkers.
Mistake #3: Not training your frontline staff
Digital membership may be fast, intuitive, and easy to implement (especially when compared to the time, staff training, equipment, and multi-step workflow involved in issuing physical cards)—but that’s not to say your new membership tool won’t need a staff introduction. Educate your employees with a simple training session, including visuals and/or an easy reference sheet, and have them practice the digital-scanning interface before it’s fully rolled out to the public. Ensure staff know how to guide guests through any issues (e.g., adjusting screen brightness) so daily operations run smoothly.
Mistake #4: Failing to use the built-in marketing tools
Engage and deepen relations with your most loyal, long-time members, even long after their last visit. Using their preferred communication channels, you can reward members with loyalty points, discounts, membership levels, VIP status, or unlock perks such as fast-lane entry, early access, members-only hours, or real-time digital coupons. By enhancing the customer experience, you can encourage more frequent, intentional use and renewals.
Mistake #5: Never utilizing the built-in analytics
Membership Anywhere’s built-in analytics tool can help you see who your visitors are, how and when they’re using their cards, and what sort of engagements keep them coming back for more. With scannable QR codes and app integration, you’ll be able to see data in real time and gain valuable insights into your audience in order to optimize offerings.
In other words, by fully understanding your new technology and how best to use it, you can deliver a far more powerful, data-rich, and user-friendly experience for both staff and visitors.
Dump the plastic cards and procedural waste and join the growing number of organizations upgrading their membership programs with Membership Anywhere. Call today!