CxO London Managing the Membership Experience
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Transcript of CxO London Managing the Membership Experience
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Continuous Performance Improvement
Managing the Membership Experience
Sue Froggatt15th April 2015, London
W www.suefroggatt.com E [email protected]© Sue Froggatt, 2015
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Membership DevelopmentSeminars Benchmarking Research
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1. What has changed2. How to make the move
3. Who has made the move
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1.The change…
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…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
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Organisation-centric > Customer-centric
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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
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“…cX”
“…cX” BG
“…cX”
“…cX” SJ
“…cX” WD
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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
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The customer EXperience
How the interactions between a customer and an organisation, makes them feel about themselves
cX
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A move to focus on the cX or mX
Continually improve organisational performance, and at the same time,
improve value for members and stakeholders
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2. How do you make the move?Members arriving with raised expectations
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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
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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
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Involves
Guided experiences with clues and cues Deliberate choice of language Practicing next issue avoidance
Consistent: Continuous, not ad hoc
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Important ToolCustomer Journey MappingMembershipMappingTM
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Membership Journeys For Mapping
The first year of membershipThe journey into volunteer leadership
The journey into membershipFrom student to full membership
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3. Who has been designing experiences in the membership sector?
Early adopter
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PioneerCo-working member community
[ A space for freelancers ]
Purposefully designed the new member experience so it feels like something they can easily “break into”
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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.”
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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
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Alex Hillman, co-founder Isolation
Software development – uXIntellectual understanding of building communities
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EngagementTransactional
Emotional
Recruitment & Retention
Becoming Member-Centric
Organisation-centric
Experience
Member-centric
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56% of companies described themselves as being customer focused
However only 12% of their customers agreed
Bit of a gap…
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ConclusionmX provides opportunities for continuous performance
Requires leadership commitment to succeedRobust supportive evidence
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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
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© Sue Froggatt, 2015
For personal use onlyNot to be distributed without permission