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Practice the characteristics of remarkable associations by becoming member-centric.
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How Member-Centric is Your Chamber?
1.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 1 How Member-Centric is Your Chamber? How to move from being a “good” Chamber to a “great” Chamber
2.
• Performance improvement
consultants for • Marketing, sales, customer experience & loyalty, productivity, membership development • 2008 named ACCE Consultant on Demand for membership development • The nation‘s member retention specialist • Developer of The Member Retention Kit (over 450 member-based associations use the Kit) • Cathi Hight – U.S. Chamber instructor for Institute for Organization Management How Member-Centric is Your Chamber?©2011 Hight Performance Group 2
3.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 3 Session Objectives • Rate Your Chamber with the Member- Centricity Scorecard • Explore what it takes to excel in the new Membership Life Cycle • Recognize the ingredients of a ―great‖ Chamber based on the 7 Measures of Success • Explore 6 Strategies to Create a Member- Centric Chamber
4.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 4 The Member Centricity Scorecard • Read each statement • Rate how well you use each strategy to develop a member-centric Chamber • Add up the value of each statement • Total your score for all statements • Compare your overall score to the legend
5.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 5 Collins‘ 7 Measures of Success • The ASAE/Center for Association Leadership 4- Year Study • 1,000 ASAE execs invited to nominate top 5 associations • 506 associations nominated • 104 associations mentioned most frequently • 51 associations participated in the study (20 yrs+ operation) • Analyzed 15 years of performance • Only 9 identified as ―Great‖ • AARP • American College of Cardiology • American Dental Association • Associated General Contractors of America • Girl Scouts of the USA • National Association of Counties • Ohio Society of Certified Public Accountants • Radiological Society of North America • Society for Human Resource Management
6.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 6 The 7 Measures of Success • Commitment to Purpose • A Customer Service Culture • Alignment of Products and Services with Mission • Commitment to Analysis and Feedback • Data-Driven Strategies • Dialogue and Engagement • CEO as a Broker of Ideas • Commitment to Action • Organizational Adaptability • Alliance Building
7.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 7 A Customer Service Culture = A ‗Member-Centric‘ Organization • ―Remarkable associations build their structures, processes, and interactions—their entire culture—around assessing and fulfilling members‘ needs and expectations.‖ • ―We measure success by how relevant we are to members. Are we meeting their needs? Are we anticipating their needs?‖ --7 Measures of Success What Remarkable Associations Do That Others Don’t
8.
© 2011 Hight
Performance Group The Ongoing Membership Cycle 8How Member-Centric is Your Chamber?
9.
• Acquisition Effective
value-propositions focused on benefits, Special promotions, incentives Recruit for retention • Integration Onboard members into the ―community‖ Provide additional ‖touches‖ often Live up to the brand promise • Engagement Offer multiple and diverse opportunities for members to engage based on interests or needs Provide positive, exceptional experiences Monitor engagement levels and target members with low engagement levels • Renewal • Make it easy and convenient to renew • Make it automatic • Offer renewal incentives • Stop providing benefits with lapsed memberships • Market to past members and win them back © 2011 Hight Performance Group 9 Where Do We Need to Improve? How Member-Centric is Your Chamber?
10.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 10 6 Strategies to Develop a Member-Centric Chamber 1. Enhance your members‘ experiences 2. Every staff members is ―member-centric‘ 3. Develop and support communities of interest around you 4. Make it easy and convenient to engage 5. Solicit feedback, listen & act on members‘ needs 6. Recognize and reward members
11.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 11 Strategy 1: Enhance Your Members‘ Experiences • Create a vision, mission and set of values (or guiding principles) focused on delivering value for your members • Measure and manage your ‗Moments of Truth‘ • Operationally, define ―member- centric,‖ establish success metrics, identify staff behaviors to reinforce • Be responsive to members‘ inquiries • Solve members problems timely • Thank members for their business • Realize that it‘s all about them!
12.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 12 Strategy 2: Every Staff Member is ‗Member-Centric‘ • Realize ―You can‘t send ducks to eagle school.‖ • Don‘t put ‗square pegs‘ into round holes—hire for intrinsic traits, attitude and self-accountability • Provide ongoing customer service training • Spell out how each role is linked to the Membership Life Cycle • Hold staff accountable to your Customer Service Standards • Recognize and reward customer service ―inside and out‖
13.
Strategy #3: Develop
and Support Communities of Interest Around You • Connect members to one another via mutual interests and needs • Task forces, councils • Special Interest Groups (SIGS) • Birds-of-a-feather (women‘s, YP‘s groups) • Live tweets at current events around topics • Share best practices and solve common problems • Forums, panels, experts • Blogs, online resources 13©2011 Hight Performance Group How Member-Centric is Your Chamber?
14.
©2011 Hight Performance
Group 14 Strategy #4: Make it Easy and Convenient to Engage • Offer self-service options on your web site • Ensure that systems work (e.g., links, online registration, renewals, shopping cart) • Find ways to save members money and time • Think ahead for members • Go to members instead of making them come to you • Automate transactions and processes • Make products/services accessible on their terms • Offer payment options and discounts How Member-Centric is Your Chamber?
15.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 15 Strategy 5: Solicit Feedback, Listen & Act On Your Members‘ Needs • Ask for feedback and suggestions • Survey members by phone or online • Conduct interviews and focus groups to explore deeper meanings • Poll members on specific topics or issues • Don‘t assume, ask!
16.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 16 Strategy # 6: Recognize and Reward Members • Honor members at special events • Provide certificates for training or participation (e.g., Leadership program) • Congratulate them on their business anniversary and accomplishments • Recognize their investments (time, money, resources, in-kind contributions) • Nominate them for community awards • Spotlight members on website or newsletters (it‘s about them!) • Recognize ―Volunteers of the Month‖ • Acknowledge members in press releases (help them be heard above the noise) • Send out handwritten, personal notes • Post kudos and provide recommendations on their social networking sites • Encourage and reward member loyalty
17.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 17 90-Day Next Action Step • What one thing will you explore or implement in the next 90 days?
18.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 18 Session Summary • Take responsibility for your role in the Membership Life Cycle • Invest in creating the best experiences for members • Remember that the ―great‖ associations have a foundation for being customer/member-centric • Spend time to know your members well • Help members integrate and connect in your ―community‖ • Reach out and ‗touch‘ members regularly • Make things flow efficiently for members • Collect, listen and act on feedback • Find ways to recognize and reward members
19.
©2011 Hight Performance
Group How Member-Centric is Your Chamber? 19 What Have I Done Today to Retain a Member? • Contact us for support at (720) 304-0747 • Email me at cathi@hightperformance.com • Check out our web site: www.hightperformance.com
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