Turn Transactions Into Opportunities for Connection

[Here’s the super speedy recap on the last few weeks of articles]

Engagement has been synonymous with value. We focus on value—creating value, communicating our value, ensuring there’s enough value, finding new value when members’ needs change, and finding our value proposition. But focusing exclusively on value doesn’t seem to be moving the needle, so it’s time to focus on experiences, too.

Experiences are the other half of the engagement equation. Value + experiences = engagement.

Last week I invited you to become a Chief Experience Officer (CEO). Now that we are CEOs, where do we start?

[Now on to the new stuff! 😄]

An area that’s begging for an experience transformation is all the little transactions we have with members. Examples of transactions are joining, renewing, buying, applying, registering, and downloading. Consider just one of the transactions I just mentioned. How do you think this transaction feels for members? Perhaps filling out that application gives members the overwhelming feeling of ‘meh.’ That’s a missed opportunity.

Every time a member completes a transaction, you’ve got their attention. How do you want them to feel? Excited, happy, interested, energized [insert your adjectives here]? With these emotions in mind, can you rewrite the copy to be more engaging? Can you add a warm, thoughtful, short video? Can you ask questions that are fun, insightful, or interesting?

The same goes for every time you send a renewal notice, foundation donation request, invoice, or receipt. What little bit of extra love can you add to let your members know you are cheering for them, celebrating with them, or here to support them?

Transactions don’t have to be boring, expected, or the way we’ve always done them. Every single transaction is a chance to engage.

You go, CEO!