However, the nature of the customer experience crosses different lines of business, domains and systems – it can be hard to get a 360 view of the customer.

Here’s the different touch points to connect with your core Customer Relationship Management (CRM) system. With a great data setup, these don’t need to necessarily be complex integrations between these systems. Instead, by referencing a customer ID at each touchpoint, you can accomplish this via Dexibit to discover metrics such as Average Lifetime Value (LTV) and predict renewal or churn risk. 

🎟️ Record each time the member visits. Ideally, this should be by issuing the member with a ticket referencing their member ID (this will better allow you to track what they’re doing and who they’re visiting with), or you can record this as an action directly against the member’s record in your CRM.  

🛍️ Know when the member makes a purchase in retail, onsite or online (or other services such as parking). Usually this involves offering the member a discount as a prompt to show their member card.

☕️ Know when the member eats or drinks onsite. Again this usually involves a discount prompt. If your food and beverage operation is managed by a third party, you’ll want to have a specific data setup to exchange information with them to access this data at a transactional level.

📧 A record of the member ID in your email marketing system, if held separately – this will allow you to use this data to predict likelihood of renewal based on engagement as a factor. 

🌎 Ideally, track each time your members have visited your website (even if they don’t fill out a form every time, this can be accomplished in your marketing automation solution via cookies or IP address tracking).

🥰​ A specific Net Promoter Score (NPS) or similar evaluation study aimed at members and linked tho their member ID, conducted on a regular basis. Ideally, time this for the 6 month anniversary of their join or renewal event, which will allow you enough time for them to have settled into a regular pattern of behavior for their membership but enough time for you to make changes if they’re showing signs of renewal risk.

💵 Knowledge of any donations or gifts, especially if you manage this customer data separately.

👔​ Knowledge of any relationship to a VIP standing (such as a business customer conducting venue hire), especially if you manage this customer data separately.