cxo london managing the membership experience

Continuous Performance Improvement

Managing the Membership Experience

Sue Froggatt15th April 2015, London

W www.suefroggatt.com E sue@suefroggatt.com© Sue Froggatt, 2015

Membership DevelopmentSeminars Benchmarking Research

1. What has changed2. How to make the move

3. Who has made the move

1.The change…

…making commercial organisations 60% more profitable1 and

customers more likely to recommend, more willing to buy again and less likely

to switch2 …

1 Deloitte & Touche 2 Forrester Research

Organisation-centric > Customer-centric

Why?We are in an era where the customer has all the power

Technology has put information in the hands of the customer

The new big differentiator is now the customer experience

“…cX”

“…cX” BG

“…cX”

“…cX” SJ

“…cX” WD

1. SellingCommoditie

s

2. Branding Products

Trust – Late 1800’s

3. Delivering Services1950’s – Value

Added

4. Staging Experienc

esToday

Now in the ‘Age of The Customer’

Economic power comes from engaging with empowered customers

The customer EXperience

How the interactions between a customer and an organisation, makes them feel about themselves

cX

A move to focus on the cX or mX

Continually improve organisational performance, and at the same time,

improve value for members and stakeholders

2. How do you make the move?Members arriving with raised expectations

The strategy is to deliver a consistent

experience at all the touchpoints

Elevate and sharpen by modelling and

measuring the relationships,

benchmarking, designing new practices and

investing in new skills

The cX becomes the new value proposition.

Customer problems are reframed to reveal

unmet needs.

Find and fix poor experiences(Effortless)

Differentiate

Consistency

Source: Forrester

Repair

Optimize

Steps In The Process

Managing The mXDeliberately designing and engineering

experiences to create a mutually beneficial solution

Evoking a consistent and intentional experience that is valued by the member

Involves

Guided experiences with clues and cues Deliberate choice of language Practicing next issue avoidance

Consistent: Continuous, not ad hoc

Important ToolCustomer Journey MappingMembershipMappingTM

Membership Journeys For Mapping

The first year of membershipThe journey into volunteer leadership

The journey into membershipFrom student to full membership

3. Who has been designing experiences in the membership sector?

Early adopter

PioneerCo-working member community

[ A space for freelancers ]

Purposefully designed the new member experience so it feels like something they can easily “break into”

To achieve engagement…design a new member experience that the

new member has to finish off

“We let our members co-create their experience… things are intentionally incomplete.

This invites members to be part of completing it and gets members past attendance and into participation.”

To build community…

1. Connect them with a small group - Introduce them to two active participants

- Design socialising experience that establish trust and creates a sense of belonging

2. Then connect them with a larger group

Alex Hillman, co-founder Isolation

Software development – uXIntellectual understanding of building communities

EngagementTransactional

Emotional

Recruitment & Retention

Becoming Member-Centric

Organisation-centric

Experience

Member-centric

56% of companies described themselves as being customer focused

However only 12% of their customers agreed

Bit of a gap…

ConclusionmX provides opportunities for continuous performance

Requires leadership commitment to succeedRobust supportive evidence

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

© Sue Froggatt, 2015

For personal use onlyNot to be distributed without permission