Improve Member Join/Renew Experience: Have You Called Your Association Lately?

Billhighway
BillhighwayBillhighway
Improve Member
Join/Renew Experience:
Have You Called Your
Association Lately?
Kyle Bazzy
Director of Growth
Proud Detroiter
Billhighway
Got Chapters?
Founded in 1999
Who We Are…
Goal: Find Where to Join & Whom to Pay
Agenda
01
Review Association & Chapter Websites02
Call to Get Information About Joining03
What We Learned About the
Prospect Experience
04
Missed Opportunities & Reasons to
“Secret Shop” Your Association
05
Goal: Find Out Where to
Join & Whom to Pay
Market Research
Simple market research
with a list of ~500
associations
Dues Structure
Learn how funds flow
through associations
with components
Resources
Understand structure to
help provide resources,
content and tools
Do members join at the
chapter or National level?
Do members pay dues at the
chapter or National level?
Review Association
& Chapter Websites
Action
Started calling
associations/chapters
Result
Too difficult to get
through to real person
Step #1
Action
Checked websites to
find how, where and
whom to pay
Result
Prospect experience
varied widely
Step #2
Action
Tracked experience
as “membership
prospect”
Result
Surprised by the lack
of information to join
Step #3
Results
• Provided inaccurate contact info for chapters
• Didn’t provide any chapter contact information
• Made it impossible to join online
• Didn’t specify where members pay dues
• National or chapter?
• Pay together or separately?
Large # of websites that fell short providing simple
information about joining.
Several national associations…
Call to Get Information
About Joining
Tracked our “prospect” experience at chapter and national level:
Were we able to reach someone?
Live or voicemail?
01
When we left a message, did someone
call us back?
02
Were we able to get info from
gatekeeper – receptionist or call center?
03
Were we able to get info needed
about membership and dues?
04
Were we able to get info about chapters
from National? Vice versa?
05
How was their customer service
attitude? (scale 1 to 5)
06
What We Learned About
the Prospect Experience?
Is Anyone Home?
Our first attempt to call an
association…
25% of the time we
couldn’t get a live person
or even voicemail
Or, someone answered and
tried to connect us to
membership, but couldn’t
What We Learned About the Prospect Experience?
Train the Front Lines
When we reached a gatekeeper,
many couldn’t answer basic
questions about:
• Where to join
• Whom to pay (chapter or national)
• How to pay dues (together or
separate)
8% of gatekeepers couldn’t tell
us how dues were paid
What We Learned About the Prospect Experience?
• Too often, we left voicemail
messages and never got a call back
• Or, we never got a call back from
gatekeeper or membership
• We often called multiple times and
still never got called back…
Lack of Response
What We Learned About the Prospect Experience?
Big difference in the level of assistance
provided by national and chapters
20% of national associations couldn’t
tell us how to sign up for chapter
membership
Chapters could always tell us how to sign up
for national membership
Chapter & National
Disconnect
What We Learned About the Prospect Experience?
Misalignment
# of national associations that couldn’t provide
information we needed, yet their chapters could.
• If your national association staff can’t help callers
with basic chapter membership info, that might
make the problem worse
Remember…20% of national associations couldn’t
tell us how to sign up for chapter membership
• National and chapters should have a partnership
that extends to sales, benefits both of them
Of participants said the
alignment between their
national association and
its chapters was their
top concern
35%
Source: 2016 Chapter Benchmarking Study
from Mariner Management LLC
Check the Attitude
What We Learned About the Prospect Experience?
1-5 Rating staff friendliness:
• Mostly 4s and 5s
• Several 3s
• Fewer 1s and 2s (3%)
Example of 5 star rating:
• Answered all questions
• Provided additional info
• Offered follow-up
Understanding 1s & 2s
Why do colleagues behave that way to a membership
prospect?
Is it stress or burnout?01
Is there a lack of training?02
Do they just not care?03
Is this type of behavior tolerated?04
Is it too difficult to find and train a replacement?05
Gatekeepers set the tone for the entire experience.
What kind of tone are your gatekeepers setting?
1 Star Rating
Completely lacked personal touch
and missed the opportunity to
demonstrate a willingness to help
“I’m too busy to answer your
questions right now.”
“The membership representative
is out of office for two weeks. Try
back then.”
Missed Opportunities
for Associations
Missed Opportunity
for Associations
• Astounded by the # of associations that didn’t ask for
contact information
• Missed opportunity to add to prospect database
• Associations should focus on:
• Establishing/building a relationship
• Demonstrating value
• Improving membership growth
Experience
Find out what your
prospects are hearing
to understand their
experience
Reasons to “Secret Shop”
Your Association & Chapters
01
Standards
Know how well your
association and
chapters perform to
create standards
02
Training
Understand which
areas need to be
improved and create
training opportunities
03
Educate
Educate your staff on
ways to improve
membership growth
via phone & online
04
Q&A – Ask Away!
Why CEX?
It’s no secret that there’s currently a gap in
education for associations that operate in a
component model. We want to help fill that gap.
Gather with professionals to discuss great
ideas, what’s working and what’s not, and best
practices and more!
REGISTER
CEX: Association
Component Exchange
When? October 13th @ 7:30AM-7:30PM
Where? Hyatt Centric in Arlington, VA
How Much? $149 $99 (Code: WEBINAR)
1 de 21

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Improve Member Join/Renew Experience: Have You Called Your Association Lately?

  • 1. Improve Member Join/Renew Experience: Have You Called Your Association Lately?
  • 2. Kyle Bazzy Director of Growth Proud Detroiter Billhighway Got Chapters? Founded in 1999 Who We Are…
  • 3. Goal: Find Where to Join & Whom to Pay Agenda 01 Review Association & Chapter Websites02 Call to Get Information About Joining03 What We Learned About the Prospect Experience 04 Missed Opportunities & Reasons to “Secret Shop” Your Association 05
  • 4. Goal: Find Out Where to Join & Whom to Pay Market Research Simple market research with a list of ~500 associations Dues Structure Learn how funds flow through associations with components Resources Understand structure to help provide resources, content and tools
  • 5. Do members join at the chapter or National level? Do members pay dues at the chapter or National level?
  • 6. Review Association & Chapter Websites Action Started calling associations/chapters Result Too difficult to get through to real person Step #1 Action Checked websites to find how, where and whom to pay Result Prospect experience varied widely Step #2 Action Tracked experience as “membership prospect” Result Surprised by the lack of information to join Step #3
  • 7. Results • Provided inaccurate contact info for chapters • Didn’t provide any chapter contact information • Made it impossible to join online • Didn’t specify where members pay dues • National or chapter? • Pay together or separately? Large # of websites that fell short providing simple information about joining. Several national associations…
  • 8. Call to Get Information About Joining Tracked our “prospect” experience at chapter and national level: Were we able to reach someone? Live or voicemail? 01 When we left a message, did someone call us back? 02 Were we able to get info from gatekeeper – receptionist or call center? 03 Were we able to get info needed about membership and dues? 04 Were we able to get info about chapters from National? Vice versa? 05 How was their customer service attitude? (scale 1 to 5) 06
  • 9. What We Learned About the Prospect Experience?
  • 10. Is Anyone Home? Our first attempt to call an association… 25% of the time we couldn’t get a live person or even voicemail Or, someone answered and tried to connect us to membership, but couldn’t What We Learned About the Prospect Experience?
  • 11. Train the Front Lines When we reached a gatekeeper, many couldn’t answer basic questions about: • Where to join • Whom to pay (chapter or national) • How to pay dues (together or separate) 8% of gatekeepers couldn’t tell us how dues were paid What We Learned About the Prospect Experience?
  • 12. • Too often, we left voicemail messages and never got a call back • Or, we never got a call back from gatekeeper or membership • We often called multiple times and still never got called back… Lack of Response What We Learned About the Prospect Experience?
  • 13. Big difference in the level of assistance provided by national and chapters 20% of national associations couldn’t tell us how to sign up for chapter membership Chapters could always tell us how to sign up for national membership Chapter & National Disconnect What We Learned About the Prospect Experience?
  • 14. Misalignment # of national associations that couldn’t provide information we needed, yet their chapters could. • If your national association staff can’t help callers with basic chapter membership info, that might make the problem worse Remember…20% of national associations couldn’t tell us how to sign up for chapter membership • National and chapters should have a partnership that extends to sales, benefits both of them Of participants said the alignment between their national association and its chapters was their top concern 35% Source: 2016 Chapter Benchmarking Study from Mariner Management LLC
  • 15. Check the Attitude What We Learned About the Prospect Experience? 1-5 Rating staff friendliness: • Mostly 4s and 5s • Several 3s • Fewer 1s and 2s (3%) Example of 5 star rating: • Answered all questions • Provided additional info • Offered follow-up
  • 16. Understanding 1s & 2s Why do colleagues behave that way to a membership prospect? Is it stress or burnout?01 Is there a lack of training?02 Do they just not care?03 Is this type of behavior tolerated?04 Is it too difficult to find and train a replacement?05 Gatekeepers set the tone for the entire experience. What kind of tone are your gatekeepers setting? 1 Star Rating Completely lacked personal touch and missed the opportunity to demonstrate a willingness to help “I’m too busy to answer your questions right now.” “The membership representative is out of office for two weeks. Try back then.”
  • 18. Missed Opportunity for Associations • Astounded by the # of associations that didn’t ask for contact information • Missed opportunity to add to prospect database • Associations should focus on: • Establishing/building a relationship • Demonstrating value • Improving membership growth
  • 19. Experience Find out what your prospects are hearing to understand their experience Reasons to “Secret Shop” Your Association & Chapters 01 Standards Know how well your association and chapters perform to create standards 02 Training Understand which areas need to be improved and create training opportunities 03 Educate Educate your staff on ways to improve membership growth via phone & online 04
  • 20. Q&A – Ask Away!
  • 21. Why CEX? It’s no secret that there’s currently a gap in education for associations that operate in a component model. We want to help fill that gap. Gather with professionals to discuss great ideas, what’s working and what’s not, and best practices and more! REGISTER CEX: Association Component Exchange When? October 13th @ 7:30AM-7:30PM Where? Hyatt Centric in Arlington, VA How Much? $149 $99 (Code: WEBINAR)

Notas do Editor

  1. Has your association ever hired a “secret shopper” to evaluate your customer service? Do you know what membership prospects experience when looking for information on your website or calling your association?   During a market research project, we learned much more than we anticipated about the membership prospect experience. The results were often so surprising (and disappointing) that we wanted to share them with the association community.
  2. What does BH do? Work with chapter-based associations to simplify the operations and financial complexities of having chapters.
  3. If our researchers couldn’t find what they needed from the website, they called for membership inquiries. Approached conversation like a membership prospect, asking basic questions like: Where do I join, the chapter or national? Where do I pay my dues, the chapter or national? Scale 1-5 Some scored high, like the association that said: “I’d recommend waiting until September to sign up because we will be discounting membership dues by 10%.”
  4. Find out what your prospects are hearing –think experience Know how well your association and chapters performed –set standards Understand which areas need to be improved –create training Educate your staff on ways to improve membership growth via phone & online
  5. It’s no secret that there’s currently a gap in education for associations that operate in a component model. We want to help fill that gap. Gather with professionals to discuss great ideas, what’s working and what’s not, and best practices and more! What is CEX? CEX is a forum for all of us managing, nurturing and working with association components to explore, create and evolve these essential member communities. CEX is a learning community! Why a Forum? Because a traditional association conference won't offer unique peer-to-peer learning, creative problem-solving and networking with the people who understand components. Who should attend? National association professionals operating within the component structure (chapters, state affiliates, divisions, sections)