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1 Moving Beyond Satisfied Members to Loyal Members.

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1 1 Moving Beyond Satisfied Members to Loyal Members

2 2 1.Understand the key drivers of value and helped them to allocate their time and resources in areas that matter most to members. 2.Loyalty Score is a part of dashboard metrics. 3.Develop new benefits as benefits was the strongest driver of value. 4.More emphasis on community outreach and involvement at the chapter level, as well as chapter newsletters. 5.Using the benefits that members value most, they crafted a retention message. Results Oriented

3 3 6.Changed procedures for call routing in member services area to reduce hold time and make one person responsible for answering all calls. 7.Disbanded governance for school members as members did not value this. Also allowed them to develop benefits quicker for school members since the layer of bureaucracy was eliminated. Results Oriented

4 4 1.Characteristics of Satisfaction Studies 2.Characteristics of Loyalty Studies 3.Benefits of Loyalty Studies 4.Why are some members more loyal or less loyal? 5.Measuring Loyalty 6.Takeaways A.How to calculate the Loyalty Score of your association B.How to develop a list of profiling characteristics of your loyal, neutral, and vulnerable members Agenda Items

5 5 1.Satisfaction – The degree to which an experience meets or exceeds expectations. 2.A person is satisfied when Outcome > Expectation. 3.Satisfaction can be increased by focusing on one or both elements in the Satisfaction Equation. 4.Satisfaction research does a better job of predicting dissatisfaction rather than satisfaction. 5.Poor predictor of future behavior 6.Appropriate uses for satisfaction studies A.Feedback for a particular event B.Marketing purposes Characteristics of Satisfaction Studies

6 6 1.Loyalty – The strength of the relationship between associations and their members. 2.Unlike satisfaction, loyalty measures attitudes and behavioral intentions. 3.Loyalty research uses three survey questions to classify members into one of three relationship categories (e.g. loyal, neutral, vulnerable). Characteristics of Loyalty Studies

7 7 1.Renew their membership 2.Recruit new members 3.Serve as a volunteer 4.Generate non-dues revenue (conferences, professional development) 5.Support the associations mission 6.Be understanding of dues increases 7.Forgive fluctuations in service levels Loyal members are more likely to...

8 8 1.Strategic planning direction for Board of Directors. 2.Improve organizational processes (e.g. Member Services, website, conferences, education, Government relations). 3.Needs/Benefits assessment. 4.Marketing and member recruitment. 5.Vulnerable member intervention. 6.Develop internal metrics. 7.Management performance (e.g. dashboard). Benefits of Loyalty Research

9 9 1.The needs for which they joined the association are being met. 2.They believe they are getting a good value for the money and time they give to be a member. Why are some members loyal?

10 10 1.They recently joined the association and have not had sufficient experiences to form an opinion. 2.They have had a mixture of positive and negative experiences. Why are some members neutral?

11 11 1.The association does an inadequate job of delivering on its value proposition (i.e. poor performance). 2.Mismatch between the needs of the member and the business model of the association. 3.One or both parties have changed (i.e. the association has evolved, or the needs of the member have changed). Why are some members vulnerable?

12 12 Likely to Recommend (Behavioral Intention) Q1.If a friend or relative asks you to recommend a professional association, how likely would you be to recommend ABC? 1.Extremely likely 2.Very likely 3.Somewhat likely 4.Not very likely 5.Not at all likely 6.Dont know

13 13 Q2. When your ABC membership is up for renewal, how likely would you be to renew your membership? 1.Extremely likely 2.Very likely 3.Somewhat likely 4.Not very likely 5.Not at all likely 6.Dont know Likely to Renew (Behavioral Intention)

14 14 Q3.Considering the benefits you receive from ABC in relation to the price you pay for membership, how would you rate the overall value of your ABC membership? 1.Excellent 2.Very good 3.Good 4.Marginal 5.Poor 6.Dont know Value (Attitude)

15 15 Likely to recommend Extremely likely Very likely Somewhat likely Not very likely Not at all likely Likely to renew Extremely likely Very likely Somewhat likely Not very likely Not at all likely Value ExcellentVery goodGoodMarginalPoor Loyal Neutral Vulnerable Assigning Loyalty to Each Respondent

16 16 Loyalty Score

17 17 Loyalty Score

18 18 1.Some profiling characteristics can be determined by internal member data (e.g. from membership application, continuing education classes taken, conferences attended). 2.Other characteristics can be determined from survey questions (e.g. what were the main reasons you joined the association, who/what influenced you to join the association). Profiling Characteristics

19 19 1.Member type 2.Gender 3.Age 4.Licenses and designations 5.Formal Education 6.Chapter 7.Other association affiliations 8.Firm size (# of employees) 9.Reason for joining/belonging 10.Sources of influence for joining 11.Years in the profession 12.Years a member 13.Experienced a problem 14.Chapter meeting attendance 15.Volunteer involvement 16.Annual Conference attendance 17.Continuing education 18.Benchmark comparison Typical Member Characteristics

20 20 More likely to be loyal if: the member is female, or is under the age of 25. the member has attended 4 or more chapter functions in the past year. the member is currently serving, or has served, as a chapter volunteer. their main reason for joining is for networking. More likely to be neutral if: their job classification is employee. they work in firms with more than 500 employees. their main reason for joining is for benefits More likely to be vulnerable if: the member has not attended any chapter meetings. the member is currently not volunteering for the organization, they receive no dues reimbursement. their joining was not the result of a referral by an existing member. Profiling Characteristics - Example

21 21 1.Develop marketing programs to attract more members with characteristics of loyal members. 2.Improve organizational processes to strengthen the relationship with neutral members and migrate neutral members to the loyal status. 3.Develop intervention tactics to retain vulnerable members. Uses for Loyalty Profiles

22 22 Members who respond that they are extremely likely or very likely to renew their membership, but rate the value of their membership fair or poor. 1.Member benefits are an occupational requirement 2.Lack of suitable alternatives 3.Inertia 4.Dues reimbursement 5.Finish what they started 6.Procrastination Special Case of Vulnerable Members – Captive Members

23 23 Special Case of Vulnerable Members – Captive Members

24 24 Impact Performance Low PerformanceHigh Performance Strong Weak 70% Top 2 Moderate Benefits Dues Continuing Education Problems Advocacy Member Services Staff Publications and Research Communication Chapter Annual Convention The quadrant shaded in yellow highlights the areas that are the highest priority for improvement (high impact and low performance). Website MaintainImprove Association Performance Assessment - Overall

25 25 Impact Performance Low PerformanceHigh Performance Strong Weak 70% Top 2 Moderate Ease of finding information Ease of Navigation Page Load Speed Ease of logging onto secure area Sufficient Information Available Visual Appeal Ease of registering online for events The quadrant shaded in yellow highlights the areas that are the highest priority for improvement (high impact and low performance). MaintainImprove Association Performance Assessment - Website Ease of updating personal profile

26 26 Moving Beyond Satisfied Members to Loyal Members

27 27 Questions?

28 28 Larry Seibert, Ph.D


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