Businesses think of “E-commerce” as a way to facilitate credit card purchases of products via the Internet. However, associations are a different breed of enterprise. Members have high expectations of their organization, and of “their” website. Paying dues and buying products, publications and merchandise are just part of the equation. Visitors to the site aren’t simply customers, they are dues-paying members who demand and deserve value in return. From submitting abstracts to registering for seminars, joining committees to updating membership profiles, E-commerce has come to be expected as a membership benefit.
The advantages of E-commerce capabilities to the member are significant. The benefits to the organization are equally impressive. And the results go well beyond significant increases to the top-line (dues and non-dues) revenue. An intelligently orchestrated E-commerce strategy increases member loyalty, while reducing operating costs. Everything from labor to telephone and postage costs are reduced. The chance for human error is reduced as data entry and duplication of effort is minimized. The organization is more efficient and responsive. The membership experience is enhanced.E-commerce cannot be an afterthought. Consideration must be given to both the user-facing interface and the behind-the-scenes requirements to the organization. Take a fresh look at your site from the perspective of each category of potential visitor: the member, the prospective member and the sponsor. Your site must work logically and easily for the first time user and for your returning members. If your E-commerce solution is more than a few years old, it’s probably time to take a fresh look. User expectation, faith and familiarity with web-based commerce has evolved rapidly. Schedule a no-obligation ISSI E-commerce E-valuation.The selection of an integrated Association Management System with built-in E-commerce capabilities is essential. E-commerce is inextricably linked to the effectiveness of the overall AMS solution. They must be seamless. Web visitors today are sophisticated and impatient. Particularly in a challenging economy, customer satisfaction is vital to retaining and recruiting members.
Learn more about ISSI’s industry-leading EPak E-commerce solution.
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