At least, that's an argument I've tried to make a couple times here. To me, "customer" implies someone that completed a transaction, while "member" signifies relationship, belonging on an ongoing basis.
A key function of having members instead of customers? Engagement.
Keeping their attention, and hitting them with the right value and the right touchpoints at the right time.
Keep people engaged, and renewal - or just the next transaction - will take care of itself.
Easier said than done, right?
To help address the why, what, and how of engagement, I'm pleased to announce I'm joining a member engagement panel at SUBCOM 2017: The Subscription Commerce Summit. The panel is on day two of the conference, which takes places November 14-15 at the Marines' Memorial Club in the heart of San Francisco.
On the panel, I'll be joined by several other engagement pros to talk about lifecycle stages, strategies and tactics, what works and what's crazy and everything else you'd ever want to know about member engagement.
If you're in the membership or subscription industries, or are considering diving in, then this conference is essential.
Even if that's not your model, you'll still benefit from learning how your customers will love being treated like members.
Brandon is a former writer and marketer for Access Development. He's a frequent blogger on customer and employee engagement & loyalty, consumer trends, and branding. Connect with him on LinkedIn or Twitter at @bscarter