Managing the Membership Experience
Using MembershipMappingTM to engage members and give them the experiences they want and value
Something new has been happening in the commercial sector. Leading organizations have woken up to the importance of the customer experience, and how strategically important it is. As a result, new tools have been developed to help organizations better understand and manage the customer experience.
This book is an excellent tool for membership professionals. Anyone interested in ensuring they have a sustainable, successful and member-centric organization will benefit from the insights shared in this book.
Belinda Moore, Chief Executive Officer, Australian Society of Association Executives
This book captures exactly what we’re trying to do – focus our efforts not just on member recruitment and engagement but on providing the best member experience every time. In this book Mark and Sue have provided an easily adaptable approach for doing that in any organization.
Anne Czeropski, Senior Manager of Member Experience and Chapters, Applied Client Network
A refreshing ‘must read’ guide that …places a timely focus on positive member outcomes. The risk of getting it wrong is too high, particularly with the ‘What’s in it for me?’ generation coming through!
Richard Gott, Chair, MemberWise Network
Table of Contents
|Chapter 1||Making the Move to Experience Management|
||Committing to Consistency|
||Lowering Member Effort|
||Membership MappingTM: What It’s All About and How to Use It|
||Mapping the Journey into Membership|
||Mapping the First Year of Membership|
||Mapping the Journey into Leadership|
||Other Journeys You Can Map|
||Measuring the Experience|
||Using Value Groups to Customize the Member Experience|
||You Have Reached Your Destination|
As your organization moves into the next century, it must avoid the biggest mistake possible: trying to keep up with organizational change. Rather than keeping up with the changes in your organization, the challenge is keeping up with changes in the lives of your members.
To put it simply, it’s not about you. It’s not about the organization. It’s about the member. To take advantage of this new marketplace, you need to understand what’s going on in people’s lives. You also need to understand how those factors affect members’ attitudes toward their organizations.