The Netflix approach to personalise membership experience

April 25, 2024

You’re likely familiar with Netflix, the giant of entertainment that captivates millions with its engaging content. Did you know that as of 2022, Netflix boasts over 222 million paid subscribers worldwide, making it one of the leading streaming platforms globally? 

Beyond entertainment, Netflix has left an indelible mark on how we consume content, fundamentally altering our viewing habits with its convenience and personalised recommendations. 

According to a survey conducted by HubSpot, 75% of consumers prefer personalised content, highlighting the growing demand for tailored experiences in today’s digital landscape. This phenomenon, commonly referred to as the Netflix Effect, has revolutionised the entertainment industry.

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But what exactly is the Netflix Effect, and how does it relate to membership organisations?

The Netflix Effect encapsulates the unique ability of the streaming giant to deliver tailored experiences to its users through sophisticated personalisation tactics, including the integration of AI algorithms. By analysing user preferences, viewing habits, and feedback, Netflix continually refines its recommendations, ensuring unparalleled user engagement and satisfaction. 

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Now, let’s explore how membership organisations can harness the power of the Netflix Effect to elevate their member experiences. Just as Netflix personalises our viewing journeys, membership organisations can leverage similar strategies to foster deeper connections and engagement among their members.

In this article, we’ll delve into the secrets of the Netflix Effect and explore how membership organisations can harness its power to create highly personalised experiences for their members. 

So, what are the key steps to achieving personalisation within membership organisations?

Gamify Onboarding

The initial interaction with your organisation is crucial. According to a study by Gallup, organisations with high employee engagement levels experience 21% greater profitability.

By incorporating gamification elements, such as challenges and rewards, during the onboarding process, you can create a memorable and interactive experience for new members. Whether it’s issuing badges for completing tasks or hosting time-limited quizzes to evoke the Fear of Missing Out (FOMO), gamification can enhance engagement and retention from the outset.

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Segment and Prioritise

Understanding your members is paramount to delivering personalised experiences. According to a report by Adobe, companies that excel at personalisation generate 50% more leads and have a 36% higher conversion rate. By segmenting your membership base based on factors such as geography, demographics, or organisational-specific criteria, you can tailor your offerings to suit the unique needs and preferences of each group. This targeted approach allows you to prioritise resources and efforts effectively, ensuring maximum impact and satisfaction. 

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Gather Feedback

Feedback serves as the lifeblood of membership organisations, providing invaluable insights into member preferences, expectations, and satisfaction levels. According to a survey by Qualtrics, 77% of consumers view brands more favourably if they seek out and apply customer feedback. Regularly soliciting feedback through surveys, discussions, and other channels allows you to gain a deeper understanding of your members’ needs and preferences. Leveraging this feedback, you can refine your offerings, address pain points, and enhance overall member satisfaction. 

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Curate Compelling Content

Content is king, and membership organisations must deliver high-quality, relevant content to their members to foster engagement and loyalty. Just as Netflix curates content to match individual tastes, membership organisations should tailor their content offerings to cater to the diverse interests and preferences of their members.

According to a study by Content Marketing Institute, 61% of consumers are more likely to buy from companies that deliver custom content. Whether it’s newsletters, webinars, or exclusive resources, curated content adds value to the membership experience and strengthens member engagement. 

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In conclusion, personalising membership experiences is a multifaceted endeavour that requires a strategic and holistic approach. By embracing the principles of the Netflix Effect and implementing personalised strategies tailored to their members’ needs and preferences, membership organisations can cultivate deeper connections, drive engagement, and foster long-term loyalty.

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Phuong Nguyen Hong

Digital Marketing Executive

Super talented, unflappable and very funny, Phuong supports the whole marketing team in her role as Digital Marketing Executive. Phuong holds a bachelor’s degree in Business Administration and recently completed a master’s degree in Management and Marketing. Originally from Hanoi in Vietnam, Phuong is now based in the UK and climatising brilliantly to our weather and food.

Phuong owns a food review Instagram page as travelling and food are her passion. She also has a cute little french bulldog.

Ellie Sharkey

Head of Marketing

Ellie was the first woman to join Titus and has paved the way for many more since then. After studying for a degree in Fashion and Marketing, Ellie was lucky to find herself at fashion weeks and photoshoots.

Now she’s switched from talk of the front row to front end design and has brought loads of transferable knowledge to Titus. Ellie has also found a real passion for tech, especially in the learning sector, helping clients create positive change for their organisations.

Callum Barrett

Senior Brand Executive

As one of the youngest people at Titus but at the same time one of the oldest serving members of the team, Callum has graced Titus with his broad smile and positive attitude for over 5 years now. As a key member of the marketing team, Callum works across all areas, both on and offline, to ensure that all Titus brands and communication are on point.

After missing out on the opportunity to go to University the first time around, management encouraged him to enrol in our course alongside his work. He is now studying to achieve his Level 6 Diploma in Professional Digital Marketing.

Dec Connolly

Acquisition Marketing Manager

Always bringing innovation and new ideas, Dec studied a degree in Journalism but found his passion in digital marketing. Dec has also worked in marketing for one of the countries biggest retailers and within the property sector.

Outside work, Dec Co-founded a news publication where he collaborated with global brands like Uber, Amazon, BooHoo and countless SMEs.