Improving the Member Experience
Region 7 Student and Young Professionals CongressOntario Canada 20 September 2014
Lisa Delventhal, Program Manager, IEEE Member & Geographic Activities
What is the Member Experience?Orienting ourselves to the member’s point of view
Looking for a Service
Attending a Meeting
Writing an articleReading an article
Support from the Contact Center
Renewing
Receiving a Welcome
Commenting on an article
Using an IEEE Product
Receiving an e-mailJoining a society
Volunteering
Using myIEEE
Support from a local unit
Joining
Networking with others
Help to find a job
Self Service
Winning an award
Grade ElevationsAttending A Conference
Referring membership
Watching a video
Getting Discounts
Mentor/Mentee
Contest ParticipationShoppingViewing a website
Segment 2- Young members - Connected to IEEE’s vision- Want to be more involved- Career services, networking,
continuing education are very important
- Use Social Media
Segment 1- Disengaged older members- Not inclined to give back to IEEE- Prefer others to lead - IEEE mission is less relevant
Segment 3- Engaged Older members- More concentrated in
educational institutions- Interested in sharing with others- They are actively involved with
both networking and volunteering.
- Most satisfied with IEEE
Segment 5- At IEEE for Technical Content.- Not connected to mission of IEEE- Tend to have language barriers
Segment 4- Younger members- Want to be more involved
- Do not know how - Don’t feel invited
- Feel products difficult to use
- Lowest satisfaction
* Higher Grade non-GSM, see Jamie ([email protected]) for student segments
Where Is Our Member Focus?
Segment Distribution by RegionUSA Canada
Asia/Pacific
Total
Latin America
Europe, Africa, Middle East (EMEA)
How will we satisfy these members?
Segment 2- Young members - Connected to IEEE’s
vision- Want to be more
involved- Career services,
networking, continuing education are very important
- Use Social Media
Segment 4- Younger members- Want to be more
involved- Do not know how - Don’t feel invited
- Feel products difficult to use
- Lowest satisfaction
Identify them in SAMIEEE
Invite them to a meeting or event
Ask them to get involved
Connect them via social media
Give them a chance to look good and add something to their resume
Spend time on professional networking and career development& promote these activites!
Satisfaction drives a healthy business
• Every 1% Increase in Higher Grade Retention = ~$200,000 in Dues
• Larger number of members to purchase societies, optional publications, and other services
Increased Retention
• Currently 65% of recruitment is driven by referrals
• “Great” satisfaction will drive a higher percentage of referrals from a larger number of members
Increased Referrals
• Allows fixed costs of membership to be spread across a larger number of members
Economies of Scale
•
Impr
oved
S
atis
fact
ion
Have pride in our current position Our current member experience is “Good”
Very dissatisfied, 5% Very dissatisfied, 7%
Somewhat dissatisfied,
11%
Somewhat dissatisfied,
11%
Neither satisfied nor dissatisfied, 17%
Neither satisfied nor dissatisfied, 16%
Somewhat satisfied, 43%
Somewhat satisfied, 44%
Very satisfied,
24%
Very satisfied,
23%
Higher Grade without Graduate Students Students Including Graduate Students
Overall Satisfaction Very Satisfying Products & Services
1. IEEE Spectrum2. Online Publications3. Printed Publications
4. Conferences5. IEEE E-mail Alias
65%! of Members join because someone else recommended IEEE to them
90,000+ New Members a Year
Higher Grade Retention is 82%+
But our opportunity is massive!
Important products where we need to improve satisfaction
Professional NetworkingDiscounts
Online Career ToolsContinuing Education
Promoting the Profession
We lose 85% of new members within five years
We lose 85,000 members per year
Student retention is only 28%
Satisfaction could be…
Very Satisfied (60%+)
Somewhat Satisfied(30%+)
The Experience Cycle: A Primer
Awareness
Interest
Action
Advocacy
Passive Satisfaction
Passive Dissatisfaction
Active Dissatisfaction
Ambivalence
Satisfaction Continuum
Influence
Ownership
Image from Bain & Company: http://www.bain.com/publications/articles/what-it-takes-to-win-with-customer-experience.aspx
Satisfaction alone is not enough! It matters how, and how often, experiences occur
It matt
Sum of the touch points is important New Join
Relevant welcome calls from IEEE & my Section
No order errors, and an e-mail welcome
Membership incorrect and difficulty finding help
Discovery
Elegant well designed interfaces that save me time
I eventually get to what I need, but it is clunky or cluttered
I can’t even get help with what I’m looking to find
Product Use
Consistently relevant high quality products that I need
Some products are good, others are useless
Products are out of date or irrelevant , and waste of my time
Communications
Communications relevant to my needs, in the method & timing I want
I get some e-mails, but not too many, and sometimes they are relevant
I’m getting Spammed and I can’t do anything about it
Sat
isfa
ctio
n
-or-
-or-
-or-
-or-
-or-
-or-
-or-
-or-
Touch Points…New Join
Relevant welcome calls from IEEE & my Section
Discovery
I eventually get to what I need, but it is clunky or cluttered
Product UseCommunications
I feel like I’m getting Spammed and I can’t do anything about it
Sat
isfa
ctio
n Some products are good enough when I use them
Shouldn’t the experience be...?New Join
Relevant welcome calls from IEEE & my Section
Discovery
Elegant well designed interfaces that save me time
Product Use
Consistently relevant high quality products that I need
Communications
Communications relevant to my needs, in the method & timing I want
Sat
isfa
ctio
n
And the student experience...?New Join
Welcome event at the student branch or section
Discovery
Well trained volunteers who can point you to what you need
Section Events
Sections hold events to help local students network for new opportunities
Branch Meetings
Well organized meetings and events with relevant topics and fun formats
Sat
isfa
ctio
n
Focusing our Improvement Efforts
Long Term Goal: 65% “Top Box” Satisfaction* or higher in the areas most important to IEEE members.
* = 8, 9, or 10 on scale of 1-10 or 5/5 on 5 point scale
Member Satisfaction
Access to Information
Career Development
Continuing Education
Member Discounts
Professional Networking
A glimpse of our potential…Actions What members should feel from the experience
Join & Renew - Easy, and makes me feel like IEEE cares about me
Navigation & Discovery
- I can find what I need easily- I can get help from a person when I need it - It saves me time
Using Products & Services
- Offerings are relevant to my needs- My expectations are exceeded when I use products- Benefits consistently exceed the costs- IEEE makes good on their reputation for quality
AttendingEvents
- I can easily find and register for events- I feel welcome and part of the organization- I get valuable information
Getting support - I can get support when & how I need it- Staff/Volunteer(s) understand & exceed my needs
Volunteering - I can easily find valuable opportunities- I get proper training & recognition
We look forward to working with you to
deliver a modern, world-class member
experience!
Women In EngineeringKeyana Tennant
[email protected]+1-732-981-3423
Students & Young ProfessionalsLisa Delventhal
[email protected]+1-732-465-6443
Student Branch VitalityShareyna Scott Paradise
[email protected]+1-732-562-6057
General Member Issues, Escalations, & Strategic Ideas
Jamie [email protected]+1-732-562-5514
General Membership Development (Marketing) Issues
Elyn [email protected]+1-732-562-5392
Member Products/Programs John Day
[email protected]+1-732-562-6356
MGA Staff Contacts
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