Author: ULI LOKSHIN

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Enhancing Membership Data Management

The Pretectum CMDM system, as a SaaS offering, ensures robust security and compliance while efficiently managing membership data, facilitating seamless processes such as renewal events, membership segmentation, and integration with other systems, ultimately empowering organizations to enhance member value and drive growth.

Managing membership data efficiently and securely is paramount for organizations across many industries and interest areas.

Software as a Service (SaaS) offerings like that of the Pretectum Customer Master Data Management (CMDM) system offer effective membership data management as a critical capability. Key features and focus areas are security, compliance, storage of personal data, renewal events, segmentation, reporting, and integration with other systems.

Security and compliance are fundamental aspects of membership data management. The Pretectum CMDM system employs robust security measures to safeguard sensitive member information, to keep it encrypted, securely stored, and away from the prying eyes (and hands) of unauthorized users.

This includes encryption techniques, access controls, and support for regular security audits to mitigate potential risks such as data breaches or unauthorized access.

Pretectum’s Role-Based Access Control (RBAC) is a key feature in securing and protecting membership data. It works by assigning users to specific business areas where they have certain levels of permission. These business areas, in turn, have control over data schemas and data itself.

Users are granted access to objects within the Pretectum CMDM platform through a “least permissions” model. This means they only have the necessary permissions to perform their tasks and no more, reducing the risk of unauthorized access or data manipulation.

Access is granted to users via an identifier with an accompanying password for UI access, and the same with a token via API. Users are then further restricted based on a hierarchy of permissions based on their organizational assignment and very fine-grained permissions within that organizational assignment.

All these measures ensure that the right people have the right access, helping to maintain the confidentiality and privacy of your membership data in support of various privacy and compliance regulations that your organization might be subject to, anywhere in the world.

Storing Membership Personal Data

The Pretectum CMDM system efficiently stores membership personal data, including demographic information, contact details, preferences, and aggregated history according to the models (schemas) and grouped datasets according to your organizational needs.

The centralized repository enables organizations to access comprehensive member profiles, facilitating personalized interactions and tailored services. By categorizing data according to membership types or levels, organizations can streamline communication, target promotions effectively, and enhance member satisfaction.

Continuous contact with consent

Managing membership renewal events is essential for sustaining member engagement and revenue generation. The Pretectum CMDM system tracks renewal dates if you maintain them, could be leveraged for sending customers reminders, and ultimately facilitates seamless renewal processes.

Regularised requests to members to update their contact details or to provide consent for the use of their data support the sustainment of a long term membership relationship.

Automated process flows streamline administrative tasks for the back office, reducing manual intervention and minimizing errors. The ability to support integration with your payment processing systems ensures support for uninterrupted membership benefits for members.

Non-Transactional Data Management

In addition to supporting the storage of aggregated transactional data from your various back office systems, the non-transactional aspocts of member data plays a crucial role in understanding member behavior and preferences.

The Pretectum CMDM system could be used to capture non-transactional data such as interest or participation in events, engagement with digital content, and feedback survey results. Analyzing this data provides valuable insights into member interests, enabling organizations to tailor offerings, anticipate needs, and enhance member experiences.

Member onboarding

Efficient member approval processes are vital for attracting and retaining members. The Pretectum CMDM system assists in being able to support the streamlining of membership application procedures through integrations. This allows you to automate validation checks and approval workflows.

Integration with identity verification services ensures the authenticity of member credentials, reducing the risk of fraudulent registrations. Real-time updates enable organizations to track the status of membership applications and promptly address any issues, enhancing operational efficiency and member satisfaction.

Once the record appears in the system, the ability to provide contact data or personal data verification is built-in and can be augmented with requests for affirmation of consent to the use of membership data.

Segmentation and Reporting

Segmentation and reporting capabilities empower organizations to target specific member segments and evaluate performance effectively. The Pretectum CMDM system enables dynamic segmentation based on criteria such as demographics, of other data stored which could include preferences, tastes, and interests.

A powerful natural language search and customizable reporting provide actionable insights into membership trends, retention rates, and revenue generation. By analyzing segmentation data, organizations can tailor membership campaigns, optimize resource allocation, and maximize ROI.

Membership Tracking and Contact Information Management

Tracking member interactions and managing contact information are essential for maintaining accurate member records. The Pretectum CMDM system can be used to store the results of any tracked member interactions across any touchpoints, including website visits, email communications, and social media engagement. Centralized contact management ensures that organizations have up-to-date contact information, facilitating targeted communication and personalized outreach efforts.

The member profile serves as a central hub for integrating with other systems within the organization. Integration with Customer Relationship Management (CRM) systems enables seamless communication and collaboration between marketing, sales, and support teams. Integration with analytics platforms facilitates data-driven decision-making, enabling organizations to measure performance, track KPIs, and identify areas for improvement. Integration with e-commerce platforms enables personalized product recommendations, upselling opportunities, and seamless checkout experiences, driving revenue growth and member satisfaction.

Effective membership data management is essential for organizations seeking to maximize member value, drive growth, and enhance organizational effectiveness. The Pretectum CMDM system offers a comprehensive solution for managing membership data securely and efficiently in a SaaS environment. By prioritizing features such as security, compliance, personalized experiences, and integration capabilities, organizations can unlock the full potential of their membership programs, foster member loyalty, and achieve sustainable success in the digital era.

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How Community Groups Can Boost Your Corporate Brand: A Guide to Online and Offline Communities and Customer Data

I have recently picked up a copy of Jono Bacon’s “People Powered“. The book describes how communities can supercharge your business brand and teams.

Community groups can be an essential asset for corporate brands. They help build brand loyalty, drive engagement, increase customer satisfaction, and even generate leads and revenue.

https://www.jonobacon.com/books/peoplepowered/

There are several factors that distinguish community groups from regular communities, and brands must carefully consider how they approach online and offline communities in terms of customer data associated with community members.

Community groups can help corporate brands if they choose to create a community around products or services. Brands can engage with customers in a more personalized and authentic way through communities. Community groups allow customers to connect with one another and with the brand itself, especially if there is corporate sponsorship or representation. This fosters a sense of belonging and loyalty. Members of brand-centric groups are often passionate advocates for a brand and are able to help spread the word about the brand’s products and services to others in their social networks.

Community groups also provide valuable insights into customer needs and preferences. By engaging with members of the community and gathering feedback, brands are able to understand customers and tailor offerings to meet their needs. Additionally, community groups can be a source of user-generated content, which can be used to fuel social media campaigns and other marketing initiatives.

It is also important to note that community groups are different from regular communities in a number of ways; community groups are often created and managed by brands themselves, whereas regular communities may be more organic and arise spontaneously around a shared interest or hobby. Brand-centric community groups are typically more focused on a specific brand or product, whereas regular communities may cover a broader range of topics.

Bacon cites several examples of online communities including Microsoft XBOX Live, Random House, SAP and Salesforce.

Another key difference is the level of control that brands have over community groups. While brands can create guidelines and rules for behavior within the group, they must also allow members to express their opinions and engage in honest discussions. Brands must be careful not to come across as too controlling or manipulative, as this can undermine trust and credibility within the community.

When thinking about online and offline communities in the context of customer data, brands must take care to protect customer privacy and ensure that any data that is collected is used ethically and transparently. A Customer Master Data Management platform like the Pretectum CMDM helps in this area. Online communities can generate a wealth of customer data, including demographic information, preferences, and purchase history. Brands can use this data to create more personalized experiences for community members, but they must also be careful not to cross any privacy boundaries.

Offline communities can also provide valuable customer data, but overstepping bounds is equally if not more important when people are meeting physically and not just virtually. If a brand creates an in-person community event, it must ensure that any data collected is used only for the purpose for which it was collected and that customers are aware of how their data will be used.

For a community to be particularly successful Bacon says one should establish six value-based aspirational goals for a brand-based community. These goals likely need to embrace distinctive access, facilitating contributions, mutual respect, sustaining dignity, making an impact, and providing a forum for a feeling of belonging.

Community groups can be a valuable asset for corporate brands, but brands must take care in considering how they approach these groups and how they handle customer data associated with community members. Pretectum CMDM can help. Brands must create a sense of belonging and foster engagement within these groups, while also respecting members’ privacy and autonomy. By doing so, brands can build long-lasting relationships with their customers and generate real business value.

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Reimagining Customer Data

Brands and retailers need to reevaluate how they think about customer data

In a survey conducted by SuperOffice, it was found that 45.9% of business professionals are prioritizing customer service over products (20.5%) and price (33.6%).

There has been a customer revolution of late, brand loyalty is now not limited to just products or price; they are willing to invest more in a purchase if the customer service is above average.

It goes without saying, that customers want straightforward answers to their queries and that they appreciate brands that personalize the interaction experience from the start with offers that communicate clear expectations on what the customer can expect in return. Businesses that fail to customize the message and fail to personalize the offer in the presence (or absence ) of customer data are likely to leave customers disinterested or frustrated. Neither of these outcomes is desirable and puts retention and repeat purchases at risk.

Statistically speaking, brands that offer omnichannel experiences retain 89% of their customers compared to 33% of those that don’t. The reason this is an important “stat” to pay attention to, is that the old paradigm of perhaps exclusively engaging in business via brick-and-mortar stores often now sees those same customers expecting a digital experience too. Leveraging digital channels means that they can interact regularly with brands in a way that they couldn’t before. These could be by way of email, website chatbots, mobile apps, customer service chat sessions, Twitter, Facebook, Whatsapp, Telegram, and a host of other platforms and interaction methods.

If you believe that data can fuel your digital transformation journey then you will also recognize that it offers the potential for more interaction and communication consistency. By leveraging centrally stored well-managed detailed customer information, all manner of services and support can be made use of in the honing of the customer message to provide a personalized and distinctive customer experience.

Curbside Pickup as a data point

A curbside pickup service is one where retailers allow customers to place an order online for them to then self or courier pick up at a local store. In some respects, this is an evolution of drive-through with the principle difference being that curbside pickup can simply be an extension to normal pick and pack but without the ship part.

When the order is ready, the customer is notified, either by email, SMS, or mobile app message, and the consumer walks or drives to the store and in a designated area collects their order. In some instances, they may nominate a courier or home delivery service provider to make the collection for them. Either way, the seller is not responsible for collection/delivery beyond making the consignment available for pickup.

The COVID-19 pandemic saw demand for curbside pickup increase by 85%. Customers would often make this choice because they want to be safe and prefer the click-and-collect method instead of physically visiting the store.

For businesses that already supported a click-and-collect (C&C) operation, the pressure was more on whether infrastructure could cope with the increase in orders. For those who had never offered C&C the pressure was to implement the data capture mechanism for not just the customer details but also their payment processing, preferences, contact information, and an eCommerce or webshop element. The stores would also need to be geared up to do more order-based picking where previously the main focus would have been on shelf packing and checkout.

Connecting the web front with back-end systems may sound like a straightforward IT integration but often that would not be true where the logistics execution or point of sale systems operate in complete isolation from eCommerce and webshop systems. From the Pretectum perspective, this is where Customer Master Data Management can operate as a central hub for the many functional spokes that represent different aspects of business operations.

Data is key to aligning the customer experience

98% of Fortune 500 companies leverage data to enhance the customer experience. Businesses need to have a defined data strategy that helps them scale to an ever-evolving environment.

Business decisions and marketing initiatives are ideally driven by data insights and those are best established when they come from analyzing the various aspects of your customer’s data.

Your customer data management system can serve as your single source of truth and can neutralize the concept of data silos. Silos of customer data can be very common in businesses that have implemented systems and approaches to dealing with customers in an isolated and tactical way.

Every department that is potentially customer-facing, including sales, marketing, finance, service, and support, requires specific kinds of information to undertake its role. This information when stored separately can become fragmented, inconsistent, and incomplete. thereby making it difficult for other departments to access and draw conclusions that may be tied to the data held cross-operationally.

Data silos might seem harmless and fit for purpose through the narrow lens of a particular department or function but even within a narrow frame of focus, that data will develop inconsistencies over time. With so many business area-specific data silos popping up, it will be difficult for business leaders to draw appropriate conclusions and in turn provide customers with an optimized experience.

Breaking the silos is crucial for businesses. The route to this elimination of the silos is to provide data centralization and save time (and resources) that is spent on dealing with trying to create an optimized picture of the customer and the customer’s circumstances

 Customer Master Data Management offers the potential for the controlled flow of batched and real-time customer data through all appropriate business channels with a consistent and unified aspect.

Almost all C-suite execs believe that customer data is critical for their businesses to get ahead of competitors. Contact us for more information on the Pretectum CMDM solution and how it can give your business an advantage in reimagining the customer.