Using Data to Create More Relevant Member Benefits in the Energy Sector
Energy organisations can offer members a wide range of benefits, resources and opportunities.
But not every member will have the same priorities or engage with those benefits in the same way. Some may be more interested in practical savings, while others may value wellbeing support, technology offers or other everyday benefits.
This can make creating a benefits offering that feels relevant to everyone a challenge.
The answer is not always to add more benefits. Sometimes, the key is understanding how members engage with what is already available.
By looking at benefit usage, member feedback and engagement patterns, organisations can gain valuable insight into what members find useful, what may be going unnoticed and where there are opportunities to improve.
A Diverse Membership Needs a Better Understanding of What Matters
A one-size-fits-all approach to member benefits is unlikely to reflect the different needs and priorities of an energy sector membership.
Members may have different lifestyles, responsibilities and interests, meaning the same benefits will not necessarily be relevant to everyone in the same way.
For one member, savings on travel may be particularly valuable. Another may be more interested in wellbeing support, technology offers or everyday retail savings.
Understanding these differences can help organisations move beyond assumptions and develop a clearer picture of what different groups within their membership value.
What Member Data Can Tell You
Organisations can already have access to valuable information about how members interact with their benefits.
This may include:
Benefit usage and popular categories
Platform activity
Member feedback
Communication engagement
How and when members access benefits
Looking at these insights together can reveal patterns that may otherwise go unnoticed.
Strong engagement with a particular category may show what members find useful.
At the same time, low engagement can raise important questions.
Are certain benefits less relevant, or are members simply unaware that they exist?
Are they easy to find and access?
Are communications reaching members in the right way?
The value of data is not simply knowing how many people clicked on something. It is using those insights to better understand the member experience.
Look Beyond the Most Popular Benefits
It can be tempting to focus only on the benefits with the highest levels of engagement.
However, low usage does not always mean low value.
A benefit may be overlooked because members do not know it exists, do not understand how it works or have not yet needed it.For example, a member may not actively look for a travel benefit until they are planning a holiday or explore a technology offer until they need a new device.
Before replacing or removing underused benefits, organisations should consider whether the challenge is awareness, communication or accessibility. Sometimes, the opportunity is not to offer something new, but to make existing value easier to discover.
From Insight to More Relevant Member Experiences
Once organisations have a better understanding of member engagement, they can use those insights to improve the benefits experience.
If different groups engage with different types of benefits, communications do not necessarily need to take the same approach for everyone.
Even small changes can help make the experience more relevant.
Organisations might highlight timely benefits, promote categories based on member interests or use different communication approaches to reach members with different needs and preferences.
The aim is not to create a completely personalised benefits programme for every individual.
It is to make it easier for members to discover the benefits that are most likely to be useful to them.
Data Should Lead to Action, Not Just Reporting
Collecting data is only the first step. Its real value comes from what organisations do with the insights they gain.
If a particular benefit consistently generates strong engagement, there may be an opportunity to build on that interest.
If valuable benefits are being overlooked, organisations may need to rethink how they are communicated or accessed.
If different parts of the membership engage in different ways, there may be opportunities to create more relevant communications and experiences.
By regularly reviewing engagement, identifying patterns, listening to member feedback and measuring the impact of changes, organisations can create a benefits experience that continues to evolve alongside the needs of their membership.
Creating Benefits That Feel More Relevant
For energy organisations, creating a strong member benefits offering is not simply about providing the longest possible list of perks.
It is about understanding the people those benefits are designed to support.
Data can provide valuable insight into how members engage, what they find useful and where existing value may be going unnoticed.
By turning those insights into meaningful action, organisations can make their benefits easier to discover, more accessible and more relevant to their membership.
Because when organisations better understand how members engage with their benefits, they are in a stronger position to provide value in ways that matter.
Turn member insights into meaningful engagement. Parliament Hill’s member engagement analytics tools help organisations understand how members interact with their benefits and use those insights to create more relevant experiences. Explore Parliament Hill’s member engagement analytics to see how data can help strengthen your benefits strategy.
Frequently Asked Questions
What member data can help organisations improve their benefits offering?
Useful insights can include benefit usage, popular categories, platform activity, communication engagement and member feedback. Looking at these together can help organisations understand how members engage with the benefits available to them.
Does low benefit usage mean members do not value a benefit?
Not necessarily. Low usage may mean members are unaware of a benefit, do not understand how it works or find it difficult to access. Organisations should consider these factors before deciding whether a benefit is no longer relevant.
How can data make member benefits more relevant? Data can help organisations identify different engagement patterns across their membership. These insights can support more relevant communications, improve accessibility and help members discover benefits that are more useful to their needs.
About author
Christina Loukissa is the Growth Marketing Lead at Parliament Hill, where she helps membership organisations grow, retain, and energise their communities through targeted perks and benefits strategies.
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