1. Sharing Members:
Optimizing the
National & Chapters
Intersection

2. Got chapters? We’ve got solutions. Billhighway is a chapter
management solution that unifies data systems and
simplifies administrative processes to empower staff and
volunteers, so you can focus more time and energy on
members and growing your organization.
About Hosts
Billhighway & Mariner
Mariner Management & Marketing is your partner in helping
association volunteers and staff create the greatest possible
value for your members and in ensuring the long term
health and growth of your association.

3. Shout Out to Our
CEX Presenter
Diane Magers
CEO
Customer Experience
Professionals Association (CXPA)
@DianeMagers

4. What is Journey
Mapping?
A method and facilitation
technique to help
organizations collaborate, think
about, understand and
design from the
member’s perspective.
4 @DianeMagers

5. Bring the member story
to life for:
• Identifying
• Communicating
• Sharing opportunities for
improvement
• Designing new, engaging
experiences
What Will It Help
Us Do?
@DianeMagers

6. What are Journey Maps?
6
A visual illustration of a member’s processes, needs, emotions
and perceptions over the course of their relationship with an
organization.
@DianeMagers

7. Issues/opportunities
What’s getting in the way, or
could be improved, in order to
meet customer needs
Innovate
Design experiences that
solve human needs
Insights
Clear understanding of
customer needs
Impact
Clear focus on the
resulting business value
@DianeMagers
Goals of Journey Mapping
Experience Design
Use a hands-on approach to identify the “Four I’s”

8. Need to ship
a package
Know
store
location
?
Go to website, use
location finder
Drive to Store
Enter Store
Prepare
package
Fill label
Drop
Package
Have
billing
account
?
Go to counter/
Self-Checkout
Yes
No
Yes
No
How is it Different than Process Design?
@DianeMagers

9. Asked to
volunteer
Know
the role?
Send email, call
someone, look on
website
Agree to serve
Accept
meeting invite
Attend
meeting
Follow-up
activity
Continue
Re-up to
volunteer
Time issue
Yes
No
Yes
No
How is it Different than Process Design?

10. I was asked to be on a conference planning committee, so I asked for more information and then had to ask
again.The email I got with details seemed a little undetailed and I felt unsure like maybe I
was supposed to know. I said yes anyway and received an email with the meeting time. I
arrived at the office but didn’t see the organization’s name, so I was unsure whether I was in the right
place. I reluctantly called my contact and she was a little short like I should have know the office
number. The meeting started without really any self-introductions and everyone seemed to know each
other but me and made me feel like I was in the wrong meeting. The chair
did most of the talking and basically outlined the conference. I asked if we could think about some different topics
and she said the topics were decided already based on member survey last year. I wondered why we
were there but then she began assigning tasks. I did my tasks, and decided not to volunteer again. I
explained I didn’t have time and my boss wasn’t cool with volunteering.

11. Optimize the
National / Chapter
Intersection
• Recruit local-only members
• Sell dual membership
• Create alignment with chapters
• Make resource/support decisions
• We & our leaders better understand
the member
• Unlock the solution to engaging
Next Gen
@DianeMagers

12. Public Relations Society of
America (PRSA)
• Professional society serving PR/communications profession
• 21,000 Members, 100+ chapters, 14 professional interest sections
• Dues Range: $260 (regular member) to $60 (student)
• Relationship to Chapters
• Separate Chartered
• National membership required to join Local
• Local membership optional; dues vary
• Maryland Chapter https://prsamd.org/
• Covers state with focus on central MD (competing chapters in DC & Annapolis)
• Chartered in 1961
• Local dues $65

15. • Are there any specific member needs at different interactions?
• What are the members trying to accomplish at each touchpoint?
• What are the opportunities for the chapter and the association to deliver
a better experience to the member (technology, talent, resources,
process etc.)?
• What are the intersections of the chapters and association that can
enhance experience?
• Why do these opportunities exist?
• Are there any transitions between chapter and association where we can
optimize it for the member?

16. • How our volunteer leaders are
trained
• How we support org volunteers
• How we impact member
engagement
• How we connect with chapter
leadership
• How we connect with members at
the chapter level
Step 5
Chapter BOD leader invites her to
join conference planning

17. What: What the member is
thinking or feeling during
each moment in their own
words
Why: Begin to understand
met and unmet needs via
their feelings & emotions
Needs – Emotions – Expectations
@DianeMagers

18. Team
leader/chair
What: People & things the
member comes into direct
contact with along the
journey
Why: Gain view of whom &
what influences the
experience
What Contributes to the Experience?
Job
description
Meetings
@DianeMagers

19. Functional & Emotional
What: Define the pain
point to lead us to the
cause
Why: See the
opportunities from the
member’s viewpoint
Needs Missed = Opportunities
Lack of
orientation
@DianeMagers

20. What’s a Delightful Experience:
• Broadly envision what awesome would be like for
your member
• Imagine you have moved into the future and your
member experience has become optimal
• Brainstorm as many examples of what this looks
like, feels, or what they do. Capture as many
characteristics and emotions as you can.
• No solutions yet, just end state for the customer
Go for quantity, no judging or restraints
Functional Emotional
@DianeMagers

21. What: Generate many ideas to select, prototype and test
Why: Innovation is created by exploring many facets of opportunities
Vision & Innovation
On-demand new
volunteer virtual
training for
chapters to use
What if time, money and
effort were no object?
@DianeMagers

22. Understand the Why
Looking at the opportunity
through the WHY - the CAUSES -
to identify solutions
@DianeMagers

23. 1st
volunteer
experience
isn’t great
Didn’t have a job
description or clear
charge
I haven’t gotten an
orientation
Create an on-demand
orientation
Design & create
Chapter leader
training
Fill in
Give chapter leaders training on
effective orientation
Tough to leave office for
volunteer meeting
Didn’t feel like my
contributions were
needed or welcome
What could
be causing
the issue?
How can we
fix this issue?Why is this
occurring?
What actions
can we take?
What Why How Laddering
@DianeMagers

24. What: Imagine what the customer would say after your new experience
and the expected behaviors that would follow
Why: To understand your expected Impact of Innovation
Understanding the Impact
@DianeMagers

25. Increase
renewals
Determine Impact
What: Choose financial
metric that could be
influenced at this moment
Why: Determines Impact of
delivering new experience
?
@DianeMagers

26. Summary:
Aligning your
association &
chapters

27. Gain Empathy
Review current research for understanding what
our clients are saying/thinking/feeling and the
ways they interact with us.
Understand the Current State
Review the current experience flow, current
processes (and in-flight projects) to identify where
the biggest emotional pain points occur today.
Reframe the Problem
Thru our client’s perspective, brainstorm/explore
‘wow’ opportunities and ideas of what could
happen, and how that might change outcomes
and increase client satisfaction.
Overall Objectives of Journey Mapping
Envision the Future Experience
Leveraging our new insight and ideas map out
what a future state experience would look like,
with measurable goals.
Create a Plan of Action
Based on our new future state journey map,
identify all the enablers (or gaps), and if the need
is determined then we will consider the next step.
Pilot, Test, and Iterate
Get a working pilot version (prototype) of the new
experience up and running with a test plan in
place to see what works.
@DianeMagers

28. Questions?

29. 2019 Benchmarking
Study
Participate in the 2nd Benchmarking
Study sponsored by Mariner Management
& Billhighway.
Survey launching!
Get on the invite list today at:
surveymonkey.com/r/gotchapters