Consumers have come to expect a more personalized experience, particularly when it comes to associations. Messaging is often based on what consumers do—their behaviors, purchases, and internet browsing—that is gathered through first, second- and third-party data sources.
But the way consumers regard digital privacy has evolved. According to a report, around 96 percent of U.S. users are opting out of Apple’s permission-to-track option. “Consumers are getting more educated and have more levers at their fingertips to be able to control their privacy,” said Dave Will, CEO and cofounder of PropFuel, a conversational engagement platform.
Here’s a concept: What if, instead of tracking all that information and speculating on what members want, you ask them directly?
Zero-Party Data
When you ask them direct questions, spark a conversation, and then act on what they want, you are “basically getting consent to have a conversation,” said Paul Leahy, CAE, director of member services at Transportation Intermediaries Association (TIA). “It’s a way of inviting consent rather than skirting around it.” It also helps increase engagement.
By opening a conversation with members, you can start with a question like, “What’s your top professional goal for this year?” And then include several preselected answers they can choose from. Based on their answer, that enables the membership team to start a conversation.
For example, if members select education, Leahy and his team supply them with additional information about what kinds of resources TIA provides. Once they know education is the member’s number-one goal, then they can ask, “How long have you been in the industry? Do you consider yourself a beginning, intermediate, or advanced learner?”
“That allows us, through the conversation, to curate the membership,” Leahy said. And match TIA’s resources with member needs.
