In the field of customer experience (CX) the term member experience is gaining traction across industries—especially in associations, communities, and subscription-based organizations. 

Research suggests that member experience is critical for retention. A study indicates that more than 86% of buyers are willing to pay more for a great member experience. This is particularly pertinent in the USA, where industries ranging from tech giants in Silicon Valley to trade associations rely heavily on membership models for revenue and loyalty.

What is Member Experience?

Before we answer this, who is a member of an organisation? 

A member is a paying customer that has access to the organisation’s products or services for a certain period of time. It is similar to a subscription model. There are many industries that mainly function on a long-term membership model. 

For example, a fitness center or a gymnasium has members that purchase yearly passes. A banking institution has customers that hold long-term accounts with the banks. Financial institutes often have a lifetime membership model. To elevate the experiences of the existing customers, membership experience will retain these customers. 

Member experience is a long-term journey a member has with your organization—from the moment they join (onboarding process), through their ongoing engagement, to their decision to renew or leave. It is beyond transactions; it’s about the emotions, perceptions, and value they derive from being part of your community or service. Think of it as a specialized subset of customer experience. It is tailored to individuals who have a formal affiliation with your organization, such as association members, subscribers, or club participants.

Why Member Experience Matters? 

People stay brand advocates when they feel valued and heard from an organisation. Purchasing a membership does not guarantee customer retention. Member experience is a long term process that can enhance experiences and retain existing patrons:

1. Customer retention is king

Acquiring new customers can cost five times more than retaining existing ones, member experience is your secret weapon. A 2023 study by the American Marketing Association found that organizations with strong member engagement see retention rates 20% higher than those without. For customer experience (CX) leaders, this means lower churn, higher lifetime value, and a more predictable revenue stream—key metrics that resonate with C-suite priorities in the USA.

2. Competition is intense

Organizations in a competitive landscape face intense competition. Customers have endless options. They can switch to a rival association, cancel a subscription, or disengage from a community. A seamless, value-driven member experience sets you apart.
Example: Peloton is a blend of fitness equipment and a vibrant member community that keeps thriving in a crowded market. CX leaders who master this can turn members into advocates, not just participants.

3. Belonging drives customer loyalty

In a digital world, people crave connection. A survey revealed that 68% of members stay with an organization because they feel a sense of community. Design experiences that make members feel valued and connected. Think exclusive events, personalized content, or peer networking—you tap into a powerful emotional driver that generic marketing strategies often miss.

4. Make data-driven strategy 

Data-driven decision-making, and member experience offers a treasure trove of insights. Every interaction, renewals, event attendance, customer feedback surveys contain actionable data. Companies like Mighty Networks show how tracking member behavior can reveal what keeps people engaged. So you can double down on what works and refine strategies as per demographics.

5. Cultural trends impact relations

Member experiences matter to the American consumers, especially younger generations, value inclusivity and sustainability. Adding these into experiences can enhance appeal. For example, the American Medical Association’s member forums encourage sustainability initiatives that can attract environmentally conscious members. 

6. People expect multichannel interaction

The younger customer segment is tech savvy. They expect multi-channel interaction across devices and platforms. This encapsulates social media platforms, messenger applications, websites and offline interactions. Curating experiences at every touchpoint can make a huge difference in loyalty rates. This sets the premises for personalization of interactions.

12 Ways to Improve Member Experiences

Implement the following strategies, tailored for the innovation-oriented market:

1. Map the Member Journey

Chart every active touchpoint: onboarding, engagement, renewal, to identify pain points. Mapping the detailed journey of a customer helps align teams and focus on improvements for a seamless experience.

2. Personalize for every customer

Personalization is expected, with 73% of American consumers citing it as a loyalty factor, per a 2024 SalesForce report. Use CRM systems and AI-driven tools like Merren to tailor communications, recommend resources, and celebrate milestones like anniversaries, birthdays or first purchases.

3. Build a community

Build virtual or physical spaces for connection, such as member forums or events. The American Medical Association’s initiatives show how community building creates genuine bonds. People can ask questions, seek responses, respond to other customers and turn passive members into active contributors.

4. Measure metrics that matter

Use Net Promoter Score (NPS) surveys and engagement metrics to gauge satisfaction at interactive touchpoints. In the data-rich U.S. market, these insights justify budgets and prove ROI to stakeholders. These metrics also give insights on potential churn or problem points.