Tips for associations to exceed member expectations through personalization.
Your association must deliver the experience your members have come to expect or there’s a good chance they’ll take their business elsewhere. Here are some industry stats and tips you should know.
In the second edition of the State of the Connected Customer report, Salesforce found that consumer expectations have hit an all-time high. Just consider these statistics from the report:
- 76 percent of customers expect companies to understand their needs and expectations.
- 51 percent of customers say most companies fall short of their expectations for great experiences.
- 76 percent of customers say it’s easier than ever to take their business elsewhere.
- 67 percent of customers say they’ll pay more for a great experience.
These findings highlight an important point: We’ve all come to expect highly personalized experiences like those of Amazon and Netflix. As for-profit companies provide these types of increasingly personalized experiences, your members will expect the same in more areas of their lives – including their experience with your association. You must meet, and ideally exceed, member expectations. Otherwise, there’s a good chance their membership will lapse as they take their business elsewhere.
As for-profit companies provide these types of increasingly personalized experiences, your members will expect the same in more areas of their lives
The Community Brands Member Loyalty Study underscores the importance of providing members with the experience they’ve come to expect. Consider these findings from the report:
- Only 55 percent of members feel a connection to their professional membership organization.
- One of the top reasons members decide not to renew is centered around the organization providing too little perceived value.
- Nearly half of members say the typical content they receive from their professional member organization is not personalized.
Only 55% of members feel a connection to their professional membership organization.
So how do you begin to meet the high expectations of today’s member? It begins with understanding what your members value most and then delivering that value. Here are a few tips to get you started:
- Consider the member point of view. Walk a virtual mile in your members’ shoes by creating member journey maps. Journey maps tell the full story of being a member and illustrate the member experience from their first interaction, to ongoing engagement, to a lifelong relationship. Members take different pathways throughout their membership lifecycle, and it’s critical to fully understand each one. Think through each stage of membership across different age groups, career stages, and engagement levels to help map out their experiences with your organization. Then, identify areas for improvement; consider starting with the most common areas identified in the Community Brands Member Loyalty Study, which include online training, certifications, and job opportunities.
- Reevaluate your value propositions. The last thing you want is to have members move in the opposite direction on the loyalty spectrum. Conduct member surveys and focus groups to identify the challenges your members face each day, how the organization might help, and what tools are needed to be successful. Also, take into account their member experience and expectations. List potential pain points and how new value propositions might help alleviate those.
- Collect data and content preferences and use them. Members now expect organizations to collect information to personalize their experience. Are you communicating with your members enough and through the right channels? Leverage your association management system and marketing automation tools to collect useful data, let your members know how you are/will be using the data, and send targeted messages at the right time to deliver a better, more personalized member experience.
As consumer expectations reach new highs, be sure you’re doing all you can to deliver a great (and personalized) member experience. Find out how Nimble AMS helps you manage member relationships and provide the experience your members have come to expect: Discover Nimble AMS.