The member journey is a phrase that’s received a lot of attention in recent years, as the member experience continues to be the key driver in an association’s ability to successfully launch member recruitment, adoption and engagement initiatives. Associations recognize their ability to drive revenue from their member-facing initiatives hinges... more

The member journey is a phrase that’s received a lot of attention in recent years, as the member experience continues to be the key driver in an association’s ability to successfully launch member recruitment, adoption and engagement initiatives. Associations recognize their ability to drive revenue from their member-facing initiatives hinges on their ability to ensure great member experiences at every touchpoint—and that requires mapping out and understanding the member journey.

But creating the ideal member journey isn’t always easy. One needs to understand each phase and step a member takes as they interact with your association—from the moment they sign-up, to registering for an event to making a purchase, to contacting the association for support.

To get started, it’s critical to define the key goals for each phase of interaction, and what an ideal experience looks like. As you begin to map the member journey, some key questions to explore include:

· What are key touch points or interactions?

· Where is the friction or pain points in current interactions?

· What are the member’s thoughts and feelings at those points?

· What are the goals at each touch point?

 

Speakers:

· Kelly Beattie: Leadership Consultant, Executive Coach at 1stStar Consulting Group

· Marc Hehl, Chief Operating Officer at Impexium less