Using MembershipMappingTM to Give Members The Value & Experience They Want
Today’s leading organisations have learned to look at what they do through the eyes of the customer. This has produced huge insights, showing where to make the changes to improve value and the customer experience. As a result they have increase customer loyalty and improved business performance.
This book will give membership associations the tools and templates to achieve the same outcome.
Take a peek… Download Chapter 1 – Making the move to experience management
It walks you through a step-by-step process of how you can see what you do through the eyes of the member and become more member-centric. As a result, your perspective moves from ‘inside-out’ to ‘outside-in’.
It introduces the MembershipMappingTM templates that you can use to chart the key journeys members take throughout their relationship with the organisation. They enable you to see the experiences as a whole and consolidate your intelligence.
Many membership professional associations are already familiar with looking at journeys. They often plot the stages through a career in a profession and, along the way, often develop and promote qualifications. The journey shows the stages that the association has helped frame for the benefit of the profession.
This book takes you through examples of different journeys – the journeys that members take, starting from their journey into membership, and continuing through the critical first year and beyond. Along the way the MembershipMapping process uncovers when an experience in the journey delivers a defining moment which really matters. It looks at what members have to go through to get things done. This can alter how members feel about you and the value of membership. The MembershipMapping templates enable you to easily capture what happens, and isolate and address the key experiences that destroy or add value.
Being member-centric will create a new culture that permeates everything you do. It’s a combination of understanding and keeping focused on member priorities, and also doing things in ways that are most convenient for, and easily understood by, members and prospective members. It’s a way of establishing to members that the organization is, indeed, not only a partner in their success but also an enabler of their success.
Position your organization to be the organization of choice – for current and future members and prospects
Provide a clear understanding of how to evaluate current member benefits and how to develop newer, more valuable ones
Give you better insights into member and prospect needs, and how to help them be successful
Allow for a guided transformation of your organization’s membership culture to one of constant improvement and value orientation.
Lead to higher retention through increased member affinity
Develop more member engagement (at every level)
Encourage mass customization of solutions to their problems – true 1-1 servicing
Increase your brand awareness
Make it easier to attract and qualify new members
Help fewer prospective members fall out the recruitment pipeline and help find and fix a leaky sales funnel
Enhance your relevance, because you can better anticipate their needs and behaviour.