What is driving the big shift in member expectations. Why the membership experience has become the new strategic imperative. How journey mapping can be used by membership organisations to capture the experience and improve retention, recruitment and loyalty. Sue Froggatt, Membership Expert of Sue Froggatt Training & Consulting. www.associationscongress.com

1. HOST SPONSORS
#ACIE15 ORGANISED BY
Membership Expert
Take your members on your journey, not the other way
around: A different way to retain your members
SUE FROGGATT
Sue Froggatt Training & Consulting
© Associations Network 2015

2. Presented by Sue Froggatt
11.30-11.55am-Wednesday 6th May 2015
© Sue Froggatt Training & Consulting
Take Your Members On Your Journey
Not the Other Way Around
A different way to retain your members

4. 1. Member journeys
2. What has changed
3. New opportunities

6. 1. What journeys could
you take your
members on?

7. The new member

8. The first year of membership
Tangibles Intangibles

9. Other Journeys
The journey into volunteer leadership
The student to full member journey
An event journey
The journey into membership

10. Why journeys?
Joined up approach
Away from transactions or departments (silos)
Gets you closer to members
Engineer/manage what they experience

11. 2. The new strategic imperative
in the commercial sector
The customer experience (cX) along the journey
Things have changed – r~evolution

12. 1. Selling
Commodities
2. Branding
Products
Trust – Late 1800’s
3. Delivering
Services
1950’s – Value Added
4. Staging
Experiences
Today

13. Why? The results are great!
Focusing on the experience makes:
- Customers more willing to buy again
and less likely to switch1
- Organisations 60% more profitable2
1 Forrester Research 2 Deloitte & Touche

14. “…cX”
“…cX”
“…cX”
“…cX”
“…cX” The customer experience
has become a strategic imperative

15. “…mX”

16. Great Ideas: Research Into Raising Value
Pioneer - Built labs to observe
the user experience (uX)
The user experience drove value

17. From a retail outlet to an experience centre

18. We are in a new era
where customers have
all the power
Technology has put information in the hands
of the customer
The new differentiator in business has become
the customer experience

22. 3. The opportunities for
associations to add value

23. Experience Management Techniques
Guided choice
Cues and clues
Positive language
Next issue avoidance
Channel stickiness
Customer effort score
Self service

24. Member Experience Manager

25. Conclusion
Journey mapping
The tool and process for systematically capturing experiences and
the new way to approach member retention and recruitment

26. Sue Froggatt
The UK’s Most experienced membership trainer
Membership Specialist
Training, Consulting & Research For Membership Bodies & Members
e I sue@suefroggatt.com w I www.suefroggatt.com t I 0870 747 9185

27. HOST SPONSORS
#ACIE15 ORGANISED BY
www.associationscongress.com
www.associationsnetwork.org