Involve your members in product development - and strengthen loyalty

We have seen it in several cases – and also regularly use involvement in our own customer collaborations:
When members are involved in the development of products and services, it strengthens both the relationship and the experience of being part of something that goes beyond the usual newsletter. As an open acknowledgement that their opinion truly matters.

Feedback is not just for the most engaged
It's obvious to listen to your most active members. They open your emails, click, buy - and are often happy to give feedback on what works well when you ask them.
But in our experience, there is at least as much value in involving the more passive members. Those who rarely react, or who may have previously given negative feedback. If you meet them with honesty and ask openly what they're missing, you can get insights that would otherwise not surface.
It takes confidence to ask for what you can do better. In return, members' experience of being seen and heard can move the relationship in a more positive direction.

Think beyond the classic measurement – understand your members better
Many companies use standardised measurements like NPS to take the temperature on satisfaction. They can be useful, but they rarely create a sense of belonging in themselves. If the goal is to strengthen loyalty, we find it's often more valuable to ask questions that invite dialogue, such as:

• What do members experience as valuable today?
• What are they missing?
• What could make their relationship with you more meaningful?

How to create the framework for real involvement
For the most dedicated members, it can be very valuable to be invited even closer. For example, to a workshop, an online panel or a test group. In all cases, members get an experience of being specially selected, while you gain access to knowledge that can make your product or service sharper.

Use natural occasions for member feedback
Feedback works best when it has a natural context, rather than when questions come out of the blue. We recommend using specific occasions such as:

• launch of new products
• seasons and holidays
• changes in assortment or services
• behaviour you can already see in your data

When the request for feedback is linked to something current, it becomes easier for members to see why their input is relevant – and worth spending time on.

Mutual benefit
Your members' knowledge can be very valuable for your business development. That's why we see great value in acknowledging those who spend time and thought on feedback. Give them a good treatment that feels special. Whether it's benefits, mention, a personal thank you or another recognition.
Loyalty is strengthened when members feel your genuine appreciation. And you have a more qualified basis for your decisions.

The article's key takeaways - for you considering more member involvement:

• Your members have chosen to be part of it – and they want to be both seen and heard.
• Use natural occasions when collecting insights.
• Reward members who spend time giving feedback.