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Member retention – Does A CMS Help With Rebills?

Theres an interesting thread on GFY titled ‘Does A CMS Help With Rebills?‘.
This is the post of CarlosTheGaucho.
If you talk member retention, the best CMS in the world without proper tagging is about to have a minimal to zero effect.

Let’s see why, hypothetically, if you want to increase member retention you can:

1) increase the amount of content (this may not work so well once you reach a certain critical mass of content)
2) increase the amount of updates (you can also re-cycle)
3) increase interactivity, follow up on member requests
4) make the user experience better aka for example make it easier to play (or download) one’s favorite content in a preferred format
5) offer targeted content – make it easy to find related / suggested content, that should do it for your customer based on his preferences
6) market your existing content

While CMS will make 1) and 2) less time demanding, apart from that there’s no direct added value of CMS when it comes to member retention.

Plus after you reach a certain critical mass of content this may lose its direct effect on retention, and it will become more and more important to serve “the right content” instead of just serving “a lot of content”.

3) Increase interactivity – this is solely based on your own effort, CMS may offer polls forum options etc. but what you do with it is your business, again no direct added value of CMS when it comes to member retention

4) Again CMS may make the work with encoding etc. easier, simplier, but there’s no direct added value of CMS when it comes to member retention

5) Offer targeted content – this is crucial, you need to have a very well thought out tagging system that will help your customers to find what they’re looking for in an intuitive fashion, it takes work with every single video, and every single photo set, it has to be done very thoroughly.

If you can provide this – this may be a major point where CMS can bring a direct added value when it comes to member retention. Based on how well thought out and how thoroughly provided your tagging system is.

6) Marketing one’s existing content – again a personal input is required, if you can put together something like say “featured scene”, “featured star”, even “featured site” etc. to appear in your member area in a meaningful fashion. If you can turn your member area more into a deliberately programmed outlet. This may help. However CMS itself, although saving loads of time, again doesn’t have a direct value when it comes to member retention.

No 5. gets my vote.