Retaining Members shouldn’t be challenging – Every proactive action should be mapped to Outcomes for Member Success

Let’s get real. You’re swamped, your Member Success team is overwhelmed, and you’re juggling the constant demands of retaining customers while chasing that elusive long-term success.

You’re in firefighting mode—again.

You know you need to shift from a reactive approach to a proactive one. Deep down, you feel the urgency, but the ‘how’ eludes you. It’s like being stuck in a loop. So, how do you break free?

The inability to shift gears is more than just a tactical challenge; it’s a complex puzzle of resistance, skills gaps, and confidence that leaves even seasoned Member Success Managers (MSMs) grappling for solutions.

You’re not alone.

So, let’s try to de-mystify the path from reaction to proactivity in member retention.

The Art of De-prioritization

The first hurdle is to understand what’s truly essential and what’s not. Yes, every member matters, but let’s face it: not every member activity yields the same ROI.

De-prioritization is not about neglecting your members. It’s about auditing where your energy goes.

Can you identify lower-impact activities that are eating up your time and move that focus to proactive efforts?

A shift in focus frees up valuable resources, which allows you to delve into strategies that make a more significant impact in the long run. Think of it as judicious conservation of your Member Success team’s cognitive bandwidth.

Establish Concrete Objectives

Great, you’ve pruned the activities that were draining your team. Now what? Floating around aimlessly won’t do you any favors.

You need concrete objectives.

A common pitfall is setting vague or overly ambitious goals. Instead, specify what success looks like. It could be something like, “We aim for a 10% increase in proactive Member engagement by the end of Q2.”

By defining your objective and the timeframe clearly, you’re no longer shooting in the dark—you’re laser-focused on a target that’s both tangible and achievable.

Take High-Impact Actions

Remember, proactivity for its own sake is a vanity metric.

You’ve already de-prioritized to make room for proactive efforts; now, make sure those efforts count.

Every action should be mapped to Member outcomes—this is your guiding star. If the action doesn’t move the needle on Member success, it doesn’t belong in your proactive strategy.

The Barrier of Resistance and Objective Confidence

Change is never easy, and it’s always met with resistance.

Couple that with the gaps in skills and confidence, and you’ve got a cocktail of challenges.

What you need is a framework that serves as your Member Success team’s north star in times of change. That’s where a concept like “Success Vector” is so valuable.

It empowers your team, fortifying their sense of belonging and competence.

When your Member Success team feels confident, that feeling is communicated to the Members—a win-win for everyone involved.

Celebrate Milestones, No Matter How Small

If your Member Success team is used to getting that dopamine hit from the occasional saved member, moving to a proactive approach might feel less gratifying in the short term.

That’s why it’s crucial to celebrate Progress Milestones.

It could be as small as transitioning a Member from one lifecycle stage to another.

These victories matter; they accumulate and contribute to a broader success narrative.

Data Visibility: The Unsung Hero

Without visibility, your Member Success team’s efforts are akin to running in the dark.

Data isn’t just numbers; it’s the story of your Member’s journey with your organization and its resources.

A powerful MSM platform can serve as your eyes, helping you track progress, monitor actions, and, most importantly, celebrate the wins that would otherwise go unnoticed.

Its wise to invest in a good AMS or other system for tracking your Member’s journey with your organization.