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Why Personalization Matters in Member Conversations: A Look at Generative Chat

Professional associations vary in size, type, and industry. However, one common thread tying all associations together is the goal of maintaining positive relationships with your members to support recruitment and retention.

While there are many approaches to achieving this goal, one of the most critical to consider is personalization in member conversations. 

According to a study by McKinsey & Company, a resounding 71% of consumers expect personalization from the organizations they engage with. Beyond that, 76% of those surveyed reported feeling frustrated when they aren’t met with personalized interactions.

Members are the lifeblood of your organization. If you want to ensure they feel valued, heard, and understood, you must start personalizing their experience

One way to do this is with generative chat, the technology behind the popular ChatGPT chatbot. Read on to learn more about how to leverage this cutting-edge technology for your association.

What Is Generative Chat?

In recent years, there has been much buzz around generative chat. This technology uses machine learning algorithms to create personalized responses to member inquiries in a conversational manner. 

But what exactly is generative chat, and why does it matter for professional associations?

At its core, generative chat creates natural and engaging conversations between members and associations. Unlike traditional chatbots, which rely on pre-scripted responses, generative chat uses machine learning to create unique replies based on individual members’ specific needs and preferences.

hand holding a smartphone with Betty Bot chat on the screen

Generative Chat and Associations

With generative chat, associations can personalize member experience at scale like never before, resulting in happier members and a more efficient organization. Associations can benefit from adding an AI-enabled chatbot (like Betty Bot) to their tech stack in three ways.

  1. Members want to feel valued and understood. By using generative chat to create personalized responses to member inquiries, you can demonstrate that you understand their needs and are willing to go the extra mile to provide them with the information they need.
  2. Personalization can improve member retention rates. When members feel they have a personal connection with your association, they are more likely to renew their membership and stay engaged with your organization.
  3. Generative chat can help you scale your member engagement efforts. With traditional chat support, responding to every member’s inquiry in a timely and personalized manner can be challenging. But with generative chat, you can scale your efforts to meet the needs of a more extensive membership base while still providing a personalized experience.

5 Ways to Personalize the Member Experience with Generative Chat

The instances for leveraging generative chat for your association are endless. Below we outline five of the most effective ways to personalize your organization’s member experience with an AI-enabled chatbot.

  1. Personalized chat support.

Utilize your chatbot to provide personalized chat support to members, offering them quick and efficient responses to their queries. AI-enabled chatbots can be trained on the association’s existing member support resources, such as FAQs, to provide tailored answers specific to the member’s query.

  1. Personalized newsletters.

Create personalized newsletters for members using natural language processing to identify topics and content most relevant to each member. This process can help associations create more engaging and effective communications tailored to each member’s interests.

  1. Personalized event recommendations.

Analyze a member’s past event attendance, interests, and other data, such as their job title and industry, to recommend relevant events they may be interested in attending. This use case can ensure that members only receive recommendations for events of genuine interest to them and can increase the likelihood that they will attend and engage with these events.

  1. Personalized learning resources.

Recommend learning resources tailored to a member’s interests or needs, such as training courses or whitepapers, to ensure members receive resources relevant to their professional development goals. This level of customization can increase engagement, member satisfaction, and retention rates.

  1. Personalized content creation.

Create personalized content, such as blog posts or social media posts, to demonstrate an understanding of members’ unique interests. This tailored content will resonate more authentically with members, increasing engagement.

Of course, it’s important to note that generative chat is just one tool in your membership engagement toolbox. It’s not a silver bullet that can solve all your member engagement challenges overnight. But when used correctly, it can be an incredibly powerful tool for creating personalized and engaging conversations with your members.

So, if you’re not already using generative chat to engage with your members, now is the time to explore this technology. By investing in personalization and leveraging the power of generative chat, you can build stronger relationships with your members and position your professional association for long-term success.

Ready To See Generative Chat in Action?

Witness the personalization first-hand with a demo of Betty Bot, an innovative chatbot designed exclusively for associations. Learn more about leveraging Betty Bot’s advanced AI techniques and language models to give members a personalized experience like never before.