Ep 165: How Systems Create Space for WOW Moments in Your Membership
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How to Create Space for WOW Moments in Your Membership
Are you so bogged down by day-to-day tasks that you don’t have time to go above and beyond for your members? Here’s the truth: WOW moments, the ones that make your members feel seen and valued, don’t happen by luck or spontaneity. They’re made possible by strong systems.
In this article, I’ll show you how systemizing your membership can free up your time and creativity to deliver those above-and-beyond experiences that keep your members coming back.
What Are WOW Moments and Why Do They Matter?
WOW moments are unexpected, personal touches that make your members feel truly valued.
Examples:
A handwritten thank-you note.
A spotlight on their success during a live call.
Impact:
WOW moments build loyalty, increase retention, and encourage members to share their experiences with others, creating a ripple effect of engagement and growth.
As Will Guidara highlights in Unreasonable Hospitality, creating meaningful, memorable experiences is what sets a business apart. The same principles apply to memberships.
The Problem Without Systems
If you’re constantly chasing emails, managing content, or putting out fires, you won’t have the energy or time to create WOW moments. Without strong systems:
You miss opportunities to connect with your members.
Your retention rate suffers as members feel less engaged.
You focus on survival mode instead of growth and innovation.
How Systems Enable WOW Moments
Think of your membership as a play:
The systems—like lights, stage design, and rehearsals—are the behind-the-scenes operations.
The WOW moments are the emotional delivery that wows your audience on opening night.
By systemizing 95% of your operations, you create bandwidth for the 5% that’s truly extraordinary. When the basics are running smoothly, you have space for creativity and connection.
Examples of Systems in Action:
In hospitality: Automated reservations free up staff to focus on guest experiences.
In memberships: Automated onboarding emails and payment reminders free you up to connect personally with members.
How to Build Systems for WOW Moments
1. Identify Repetitive Tasks
List the tasks you or your team repeat regularly. These are perfect candidates for automation.
2. Automate Without Alienating
Automation isn’t about making your membership feel robotic—it’s about creating consistency while leaving room for personal touches.
3. Find the Right Tools
Use project management software, CRMs, automated email sequences, and even AI to streamline processes and save time.
4. Leave Room for Spontaneity
Not every WOW moment needs to be planned. Build flexibility into your member journey to respond personally to unique member milestones or challenges.
5. Track and Iterate
Measure the impact of your WOW moments.
Ask: Are members sharing their experiences? Are retention and engagement rates improving?
Use this data to refine your approach.
WOW Moments in Action
Planned WOW Moment:
Send a congratulatory message at a member’s 30-day mark. To the member, it feels personal, even though it was planned.
Spontaneous WOW Moment:
When a member shares a big win or a personal struggle in the community, surprise them with a handwritten card or voice message.
The ROI of WOW Moments
One of my clients added personalized video messages to their onboarding process. These thoughtful touches didn’t just delight their members—they increased their retention rate after just one month.
WOW moments create loyal members who:
Renew consistently.
Engage more deeply.
Bring others into your program.
They’re also shareworthy. Members are more likely to rave about a personal video or handwritten card than an automated email reminder.
Your Next Step
Map out your member journey to identify opportunities for WOW moments.
Build systems that free you up to deliver these moments consistently.
Need help getting started? Download my free guide at retainguide.com to create your member journey map and start building WOW moments that boost retention.
WOW moments aren’t just nice to have—they’re the foundation of member engagement and loyalty. With the right systems in place, you’ll have the freedom to create meaningful, personal touches that make your membership truly unforgettable.
Stay Connected with Shana Lynn
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