Unlocking Member Loyalty with Omnichannel Engagement

How many of your members have quietly disengaged—without you even realising it? Organisations across every sector today struggle to retain and engage their members. Member expectations aren’t what they used to be. They no longer settle for one-size-fits-all communication or disconnected interactions—they expect seamless, personalised experiences that recognise their value and meet them on their terms. If you fail to adapt, engagement suffers, loyalty declines, and members quietly slip away.

The reality is that a scattered approach to engagement no longer works. Members move fluidly across channels—social media, phone, email, direct mail—and they expect you to move with them, providing a great experience no matter the channel. Without an omnichannel strategy to unify these touchpoints, you risk losing the attention you’ve worked so hard to earn and as you watch engagement decline, loyalty follows, and then, the dreaded churn.

The good news? By integrating your engagement channels into a unified experience, you can not only meet expectations but exceed them—deepening connections with your members, strengthening loyalty, and driving sustainable membership growth.

The Experience Members Expect

Today’s audiences are more connected than ever, engaging with organisations across multiple platforms and expecting fluid, meaningful interactions at every touchpoint. Don’t you? Whether calling in for help, requesting chat support, or interacting on a social profile, we expect the experience to be the same across every engagement, and easy to accomplish our desired goal. 

Your members are the same. They don’t just want to receive information—they want to engage, participate, and feel like valued contributors to a community. Whether they’re interacting via social media, email, mobile apps, or in person, they expect a seamless experience where each touchpoint feels like a natural extension of the last. Case in point:

• 90% of consumers expect consistent interactions across channels. (Salesforce)
• Brands with strong omnichannel strategies retain 89% of customers, compared to just 33% for those with weak strategies. (Aberdeen Group)
• Personalised omnichannel campaigns achieve a 250% higher engagement rate than single-channel ones. (Omnisend)

This data shows that people are not just looking for engagement—they’re looking for thoughtful, integrated experiences. They want to be able to start a conversation on one platform and pick it up seamlessly on another. Organisations that fail to meet these expectations risk losing members to competitors who do.

The Biggest Hurdles to Building Lasting Engagement

While an omnichannel approach sounds great in theory, implementing it is another story. Many organisations struggle with:

• Fragmented technology and data: Siloed systems prevent a seamless flow of information between channels.
• Limited resources: Small teams may find it difficult to manage multiple channels effectively.
• Uncertainty about audience preferences: Without the right data, it’s hard to know which channels your members prefer.
• Consistency challenges: Keeping messaging uniform across all platforms requires coordination.
• Difficulty infusing brand personality: Creating an authentic, engaging experience that feels personal and consistent is often easier said than done.

Despite these challenges, organisations that have embraced omnichannel strategies have seen transformative results.

What Omnichannel Engagement Brings to the Table

By shifting to an omnichannel approach, organisations can:

• Create elevated member experiences: A seamless journey across touchpoints makes engagement more intuitive and enjoyable.
• Strengthen relationships with members: Personalised interactions foster deeper connections and trust.
• Increase retention and loyalty: Members who feel valued and understood are more likely to stay engaged.
• Reduce churn: Engaged members are less likely to leave, improving long-term sustainability.
• Boost revenue and lifetime value: A strong member experience can lead to increased renewals, upsells, and referrals.
• Enhance brand perception: Organisations that provide a cohesive experience across channels stand out as industry leaders.

Omnichannel vs. Multichannel: What’s the Difference?

A common misconception is that being on multiple platforms automatically means you have an omnichannel strategy. However, there’s a key difference between multichannel and omnichannel engagement.

Multichannel Engagement:

• Channels operate independently, often with separate strategies for each.
• Messaging and branding vary across platforms, leading to a disjointed experience.
• Members are funnelled into channels based on organisational priorities, not their preferences.
• Lack of integration makes it difficult to track the full member journey.

Omnichannel Engagement:

• Channels are interconnected, working as part of a single, unified strategy.
• Messaging and branding are consistent across every platform.
• Members have the flexibility to engage how they prefer, transitioning between channels seamlessly.
• Centralised data enables personalised engagement and a complete understanding of the member journey.

Simply put, multichannel engagement is about being present, whereas omnichannel engagement is about being connected. An omnichannel strategy ensures that each touchpoint adds to a cohesive and engaging member experience.

The Future of Omnichannel Belongs to the Personal

If your organisation is still struggling with engagement, now is the time to rethink your strategy. By adopting an omnichannel approach, you can deliver the seamless, personalised experiences your members expect—and create deeper, long-lasting relationships that drive growth.