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Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
www.HightPerformance.com 1
1
Use Journey
Mapsto Improve Member
Experiences
President of Hight Performance Group
Developer of The Member Retention Kitand A New Approach to Tiered Membership
National instructor for the U.S. Chamber Institute for Organization Management since 2004
Previous positions:
• SVP of Growth Strategy & Investor Relations for the Greater Austin Chamber
• VP of Operations for the Chamber of Commerce of Hawaii
• Regional Manager of Dole Foods and for Dean Foods
• National FastTrac Entrepreneurship Program Manager for the Kauffman Foundation
• Motorola University Instructor for continuous improvement
Is a member of:• Association of Chamber of Commerce
Executives (ACCE)
• American Society of Association Executives (ASAE)
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Session Objectives• Recognize member “journeys” through their
eyes and how experiences could deliver or exceed expectations.
• Consider how Member Journey Maps can streamline the 1st Year onboarding process and increase engagement and retention.
• Discover three different types of Member Journey Maps that positively shape experiences.
Use Journey Maps to Improve Member Experiences
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
www.HightPerformance.com 2
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Questions to Frame This Session
©Hight Performance Group
How can we deliver on the expectations of 1st year members?
Use Journey Maps to Improve Member Experiences
What Are “Journey Maps”?
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What Kind of Journey Map?
©Hight Performance Group Use Journey Maps to Improve Member Experiences
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
www.HightPerformance.com 3
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Member Journey Maps• A visual interpretation of the anticipated experience
seen from the member’s perspective.
• Based on the member’s motivation, it describes the stages and emotions of the member, and anticipated channels/ interactions, outcomes and timelines.
• Used to understand member’s needs/ interests and to help navigate positive win-win engagements.
• Member Journey Maps create a shared, organization-wide understanding of member journeys and how to deliver positive outcomes.
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Who is On the Journey?• Which segment(s) do these members represent?
• What triggers or prompts the journey?
• What expectations do they have?
• What’s important to them?
• What do you want them to experience?
• Who needs to be involved during the journey (departments/staff)?
Who is on the Journey?
What triggers or
prompts the Journey?
What expectations
do they have?
What do you want them to
experience?
Who needs to be
involved?
Use Journey Maps to Improve Member Experiences
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Different Members, Different Motivations
©Hight Performance Group Use Journey Maps to Improve Member Experiences
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
www.HightPerformance.com 4
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Definition: A persona is the way your character or personality is perceived or presented to others.
Member Personas
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Personas Describe Members• Fictional representations of groups of members.
• Based on real data about their demographics and behaviors, along with creative speculations about their personal histories, motivations and concerns.
• These characteristics group members together which helps to understand who you are serving.
• There are multiple personas that make up the different types of members and each persona wants different things. (How many do you need?)
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Wants to make enough to send her kids to college and for retirement
Seeks friends and mentors Balanced work/ life
WHAT DOES SHE HOPE TO ACHIEVE?
PAIN POINTS (fear, frustrations, obstacles) Lack of time Having credibility with
leaders & prospects
Not knowing enough Business failure Limited circle of influence
SUCCESSFUL ENGAGEMENT (wants, needs) “Circles of Power” to meet
influencers Networking opportunities
Others who can refer me Peer-to-peer support Mentors, experts, “how to . . .”
Owner, small business, < 9 employees 28 – 38 years old Married with children Income: $50K - $75K
WHAT DO YOU KNOW ABOUT HER?
“Wears multiple hats,” has conflicting priorities (work, personal) Meeting monthly goals and quotas; having enough leads/ contacts Limited budget for marketing and business tools
WHAT ARE HER BIGGEST CHALLENGES?
Wants respect and taken seriously Early-stage entrepreneur with limited
business experience Doesn’t know what she doesn’t know
WHAT ARE OTHER FACTORS TO KNOW?
Entrepreneur Emily Persona
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
www.HightPerformance.com 5
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Why Are Personas Important?• They help you to understand your members and how
you can serve them better.• You can develop offers and solutions that your
members find valuable.• You can provide a better experience for them.• Personas should drive everything from
product/service offerings, programs and benefits to content, messaging and marketing which delivers perceived VALUE to members.
• It can help you to improve recruitment and engagement.
Use Journey Maps to Improve Member Experiences
What Type of “Journey Maps” Would We Use?
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Sample: Journey to Buy A New AMS
©Hight Performance Group Use Journey Maps to Improve Member Experiences
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
www.HightPerformance.com 6
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The Journey to Join
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The Journey to Join
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Enhancing Member Experiences
©Hight Performance Group Use Journey Maps to Improve Member Experiences
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
www.HightPerformance.com 7
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Anticipate 1st Year Member Expectations and Deliver on Them
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Sample 1st Year Member Journey Map
©Hight Performance Group Use Journey Maps to Improve Member Experiences
What Are Common Journey Experiences You
Want for Members?
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
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Consider Different Experience Paths for Members
Grow My Biz
Explore low-cost visibility and networking
opportunities
Connect to networks, experts
& resources
Elevate Our Brand
Explore sponsorship and
spotlight opportunities
Connect with targeted
audiences, leaders and influencers
Advance the
ProfessionExplore issues, initiatives, and
progress reports
Connect and collaborate with
leaders for positive outcomes
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Help Members Choose Their Journey
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Selected Journey
(until data suggests
differently)
Reason cited for engagement
Expressed goals & challenges
Behavioral analytics (clicks,
web pages, transactions,
activities)
Use Journey Maps to Improve Member Experiences
Steps to Create Member Journey Maps
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
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Step 1: Identify your audience segments (member personas)
• Demographics that unite themo Roleo Industryo Ageo Number of employees
• Their goals, challenges and frustrations (pain points)• Their motivations for being engaged with you• Their problems you can solve or address
* Demographics for individual memberships may be based on career-stage or other factors: Executives, Students, Early-Career, Mid-Career, End of Career, etc.
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Step 2: Create an Internal Customer Experience Team
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• What do we know about the customer(s), why they engage and what matters? • Where would members interact across the organization?• What are their typical experiences with activities, engagement and channels?• What are common challenges and how could we improve their experiences?• Which path do we help them navigate and how can we make it happen?
Use Journey Maps to Improve Member Experiences
Zone A: The Lens is 1) a persona “who” and 2) the scenario is “what” (1st
year member)
Zone B: The “heart of the map” across 3) phases of the journey, 4) actions taken, 5) thoughts and 6) emotional experience of the user throughout the journey
Zone C: Output varies based on the goal of the map, insights and pain points discovered and 7) opportunities to focus on and 8) internal ownership of the opportunities based on the touch points, content and channels used
©Hight Performance Group
Step 3: Develop Draft Journey Maps
Use Journey Maps to Improve Member Experiences
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
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• One‐on‐one interviews with current members.
• Focus groups of members that match the persona (may need to have 2‐4 groups to compare).
• Members can provide feedback on the Persona and
Journey Map (descriptions, goals, steps, actions, etc.).
• You can ask members to create their own Journey Map. They should tell you the steps they take; the people, tools, and processes they used or interacted with; what they were thinking (needs) and feeling (emotions) at each step; and the effort each step took, so you can identify pain points and highlights.
Step 4: Validate Journey Maps
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Step 5: Implement and Review• Start with a simple journey map based on an “as is”
process that is being refined (e.g., 1st year member onboarding) and that can be managed by a core group of staff members.
• Consider how aspects of the journey can be automated by leveraging technology (e.g., AMS, lead quizzes, automated marketing software, etc.)
• Internal Customer Experience Team works together to agree on responsibilities, processes, tracking (must be a sense of ownership to new process).
• Conduct a pilot with a select group of members.• Internal team meets regularly to discuss process, what
really happens, member feedback and how to tweak the journey map for better outcomes.
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Session Summary• Journey maps are a visual interpretation of the anticipated
experience seen from the members’ perspective.
• They should activate the members’ motivations by navigating pre-determined phases to achieve outcomes.
• Journey maps are most effective when they are focused on specific member personas (different personas = different expectations, touch points, channels and experiences).
• They provide a shared view and understanding of member journeys and how to deliver positive experiences.
• Members’ actions can change their journeys over time.
Use Journey Maps to Improve Member Experiences
Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight
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Resources on Journey Mapping• Managing the Member Experience• Customer Journey Maps• Customer Journey Maps: A Step-by-Step Guide• Make Personas and Map the Journey• Walk a Mile in Your Members’ Shoes• Membership Memo: Map Their Journey• Improve Your Member Experience• Member Mapping: How to Keep Your Association’s Members On
Track• Cathi Hight’s webinar: Member Personas and Why You Need Them
Journey Maps that Improve Member Experiences
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• Onsite staff training and Board retreats
• Strategic planning
• Benchmarking and operational evaluations
• Membership surveys & focus groups
• Membership development projects
• Webinars and articles
• Conference presentations and workshops
• Check out our web site: www.hightperformance.com
• Contact me at (512) 354-7219 or at cathi@hightperformance.com
©Hight Performance Group
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