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[Ranee Wates]

Why do so many companies use names like Silver, Gold, Platinum, Diamond, Exclusive, or Lifetime for their membership levels? Because these names impart a sense of value and preciousness to their products and services.

In essence, these are tiers that specify what benefits a member is entitled to receive. These apply to for-profit companies, associations, and nonprofits alike. Tiers usually correspond to different price points. At a for-profit company (a streaming service), this would include how many shows you got or whether you had to watch ads.

Otherwise, you can use all the psychology in the world but still miss the mark. For instance, if your audience cares about the environment but you use names tied to conspicuous consumption, you might turn people off.

The more traditional the audience (tax preparers, lawyers, doctors), the more cut-and-dry you should keep the names of your membership levels. Prestige is important, though, so words like Elite, Platinum, Five-Star, or Specialist will all do well.

For creatives, you can be a lot looser, even if the association is professional in nature. Think Watercolor, Pastel, or Woodblock. Organizations that feed the hungry might benefit from the psychology associated with certain foods, while religious nonprofits could name their levels after holy holidays, in order of their importance to the creed.

As with the type of association, the industry also impacts membership levels. The more serious the industry, the less playful the names should be. By industry, good approaches to nomenclature include:

In a nutshell, a value proposition tells your audience what you do, why you do it, and how you do it better than your competition. Make no mistake, there is always another option for your product, service, charity, or professional association; there are always other ways people can spend their hard-earned money.

The entrance tier might only get papers, while the mid-tier could get subscriptions to all types of media, and the premium tier might have access to live speaking events. This would be a great place to use traditional indicators of value for names, such as Bronze, Silver, and Gold.

Some organizations base their membership on the number of people who can use it. User access is especially common if you run a B2B organization, serving businesses. In that case, you can choose names that reflect the groups to which they apply. For example, you might choose names such as Solo, Team, Department, and Enterprise.

Think about Netflix, which both controls how many accounts you can have and which device types you can use. (For instance, there is now a common plan in which a family of subscribers can share a Netflix account, but only one household can have TV access.)

It is hard to think of a drier industry than tax preparation, so it makes sense that the National Association of Tax Professionals employs super simple membership levels: Basic, Professional, and Premium. Their website offers a simple side-by-side comparison of the three levels, including more services in the member price the higher the tier.

Executive assistants and administrative professionals need professional development too, and the American Society of Administrative Professionals gets right to the point with two membership levels: Free and Professional. They make their paid tier the obvious choice with webinars, downloads, and reports galore.

Chemical engineering is on the frontline of science today, and its members need continuous updates about safety, innovation, and global developments. At the American Institute of Chemical Engineers, membership levels offer entrance at all price points, from Student to Explorer to Pro. At each level, the member is entitled to more resources, and you can upgrade whenever you wish.

Sometimes a field is so large that you need a huge array of options to fully encompass that breadth. The Healthcare Financial Management Association understands that, offering two different types of membership tiers, one for individuals and one for organizations.

More specifically, Individuals may choose from Professional, Business Partner, Student, Faculty, or International. Organizations may opt for Enterprise, Critical Access Hospital, Indian Health Service Facility, or Employees of Enterprise Organizations.

Are you ready to take your membersip levels to the next, well, level? Let MemberClicks help you, with digital technologies meant to help you engage your members, build community, and grow your association today. All you have to do is get in touch to learn more.

Subscribers have access to different levels of content depending on their membership level. Members can select the level that best satisfies their interests and needs because each level often offers a varied range of content, features, or perks.

The success of a membership program is greatly influenced by the titles of the membership levels. They act as a tool for involving members, fostering a sense of exclusivity and inspiring them to stay a member.

Well-crafted membership level names give members a clear identification, a path of growth, individualized perks and an emotional connection to the brand, whether they are based on cost, user type, content delivery, or achievements.

As a subscription-based streaming service, Netflix's primary revenue source is its membership business. With a staggering 238 million members worldwide, managing memberships efficiently is crucial for the company's success and continued growth.

To meet these initial requirements, Netflix employed a lightweight, in-memory library. This approach proved to be quite efficient, as the limited scope of the pricing system allowed for a simple and streamlined design.

The growing complexity and scope of the pricing catalog, coupled with its increasing importance across multiple applications, led to operational challenges. The library's size and dependencies made it difficult to maintain and scale, necessitating a transition to a more robust and scalable architecture.

When a user hits the play button on Netflix, a direct call is made to the membership systems to determine the quality of service associated with their plan. Factors such as the allowed concurrent streams and supported devices for the user are considered. This flow handles the highest traffic volume, as Netflix serves billions of streaming requests every day.

The platform serves as the authoritative source for the total membership count at any given point in time. It emits events and writes to a persistent store, which is consumed by downstream analytics systems within and outside Netflix.

The membership platform manages the membership plan and pricing catalog globally, with variations across different regions. The Plan Pricing Catalog Service handles rule management based on location-specific offerings.

While CockroachDB provides strong consistency, making it suitable for critical data such as the plan pricing information, Cassandra is a highly scalable NoSQL database for handling large volumes of membership data.

Rendering the plan selection page accurately is of utmost importance due to the geographical variations in currency, pricing, and available plans. Netflix's membership platform ensures that users are presented with the appropriate options based on their location and device type.

Upon confirmation, the user clicks the "Start Membership" button, triggering the Membership State Service. This service persists the relevant information, such as the selected plan, price tier, and country, into the Cassandra database.

Events are published to signal the activation of the membership. These events trigger messaging pipelines responsible for sending welcome emails to the user and informing downstream systems for analytics purposes.

In addition to updating the primary database, the updated data for the user is appended to the Membership History Service. This service is responsible for maintaining a historical record of all changes made to membership data.

Detailed Debugging: By maintaining a comprehensive history of membership data changes, the system enables detailed debugging and troubleshooting. Developers can trace the sequence of events and understand how the data evolved.

Event Replay and Reconciliation: The append-only nature of the log system allows for the ability to replay events. In case of data corruption or inconsistencies, the system can reconcile the data by replaying the events from a known good state.

The membership platform comprises over 12 microservices that communicate using gRPC at the HTTP layer. On a typical day, the platform can handle an impressive 3-4 million requests per second. To support this high volume, Netflix employs techniques like client-side caching at the gRPC level and in-memory caching of entire records to prevent CockroachDB from becoming a single point of failure.

Netflix utilizes Spark and Flink for offline reconciliation tasks on their big data. These reconciliation jobs are crucial for maintaining data consistency and alignment between various systems of record within the membership platform, such as subscriptions and member history databases. The accuracy of data also extends to external systems, ensuring a consistent state across the entire ecosystem.

To ensure data consistency in online systems, Netflix employs lightweight transactions and uses databases like Cassandra. This approach guarantees the integrity and reliability of data across different services.

Extensive logging, dashboards, and distributed tracing mechanisms enable rapid error detection and resolution. In the complex microservice landscape of Netflix, these tools are essential for identifying and troubleshooting issues.

Operational data is leveraged to fuel machine learning models that enhance anomaly detection and enable automated issue resolution processes. All of this is done to try and maintain an uninterrupted streaming experience for the users.

Netflix utilizes tools like Kibana and Elasticsearch to create dashboards and analyze log data. In case of a spike in error rates, these dashboards allow the team to quickly identify the specific endpoint causing the issue and take corrective action.

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