As the popularity of content-based digital and inbound membership marketing explodes, is there still a place for the humble telephone for member renewals?
Well, yes, definitely!
The main advantage that the telephone offers is the ability to personalise every engagement and even more crucially, to have a two-way conversation.
Making each member feel great about themselves and their membership requires personalisation; not just regurgitation of a long list of benefits.
Effective renewal calls require accurate intelligence about each member’s preferences and the specific benefits that have actually been used and are valued by them. Only with this information is it possible to optimise the quality of the call by reinforcing the benefits relevant to each individual.
Do ask open questions (how, what, when, where, why) and record this information so that you can deliver more effective communications in future.
And of course, do say ‘thank you for being a member’.
Good telemarketers instinctively know how to listen for the things that members are not saying, as well as those that they do say. Some members may not want to be overtly critical of your organisation, or it could be that they’ve something going on in their work environment or personal life that’s affecting their demeanour or their decision to renew.
If you feel that your internal renewals team may not possess this key strength, then you may consider complementing your existing activity by running a pilot with an outsourced telemarketing specialist and comparing the results.
Members each have their own preference for how they renew and pay for their subscription. By making sure that you offer alternatives, you will ensure members feel comfortable. Some may be happier paying by credit, debit or charge card. You can also collect renewal subscriptions by telephone using Paperless Direct Debit, it speeds up and simplifies the sign up process, whilst at the same time further increasing your admin cost savings. It’s more convenient for members too, with no forms to complete or the possibility of delays.
Whichever options you select, it’s best to keep them as simple as possible.
If you’re using the telephone for the first time to secure renewals, you may not get it right first time.
By testing different, carefully considered opening statements and call guides and comparing the results, you’ll soon establish which approach offers you the best return on investment. Use the best one as your control and keep looking for ways to improve it, testing new approaches against the control version.
Including a fresh, completely new piece of information that has not been announced elsewhere will help extend average call length and increase renewal conversions. It helps to retain the interest of the member and can be used as the primary reason for the call. The information should be valuable, interesting, relevant and preferably fun as well. There’s a challenge for you.
Chord UK Ltd is a Memberwise Recognised Supplier and delivers high quality member engagement via outsourced telemarketing, direct & digital marketing, data improvement and research, for clients including the British Medical Association (BMA), British Veterinary Association (BVA), Royal College of Nursing (RCN), Royal College of General Practitioners (RCGP), International Corporate Governance Network (ICGN), British Interactive Media Association (BIMA) and the Public Relations Consultants Association (PRCA).
