©2010 Hight Performance Group5 Strategies fpr Member-Centricity 1 Create a Member-Centric Organization “When spider webs unite, even a lion can be caught.”

©2010 Hight Performance Group 5 Strategies fpr Member-Centricity 1

Create a Member-Centric OrganizationCreate a Member-Centric Organization

“When spider webs unite, even a lion can be caught.”

African Proverb


Session ObjectivesSession Objectives

Identify ‘member-centric’Rate the member-centricity of your ChamberExplore 8 strategies to develop a member-centric organizationCommit to a 90-day next step


What is a ‘Member-Centric’ Organization?What is a ‘Member-Centric’ Organization?

“A business model organized around the needs of the member.”"Aligning the resources of the organization to effectively respond to the ever-changing needs of the member, while building mutually profitable relationships.”“The member is the heart of your business - a convergence of all our resources on the member experience.”


The Member Centricity Scorecard The Member Centricity Scorecard Read each statementRate how well you use each strategy to develop a member-centric organizationAdd up the value of each statementTotal your score for all statementsCompare your overall score to the legend


8 Strategies to Develop a Member-Centric Organization8 Strategies to Develop a Member-Centric Organization

1) Enhance Your Customer Experience Cycle

2) Employ “Customer-Centric’ Staff

3) Know Your Members4) Develop Communities

of Interest Around You

5) Make it easy and convenient to engage

Solicit feedback, listen & act on members’ needs

Use high-tech and high-touch to interact with

members Ask loyalty questions


Strategy 1: Enhance Your Member Experience Cycle

Strategy 1: Enhance Your Member Experience Cycle

Measure and manage your ‘Moments of Truth’Identify your Service Standards and rate your performance regularlyHelp members navigate and buy benefitsEnsure transactions are easy and smoothSolve problems timelyThank members for their business


Strategy 2: Employ ‘Customer-Centric’ Staff

Strategy 2: Employ ‘Customer-Centric’ Staff

Realize “You can’t send ducks to eagle school.”Profile key success attributes (needed for success in their roles and the Chamber’s brand)Don’t put ‘square pegs’ into round holes—hire for intrinsic traits, attitude and self-accountabilityHold staff accountable to your Service StandardsRecognize great internal and external customer service


Strategy 3: Know Your MembersStrategy 3: Know Your Members

Understand your member segmentsLearn about their trends and challengesDefine value propositions for each segmentGo to their businessesEnsure segments are represented on the Board, in Councils and Committees


Strategy 3: Solicit Feedback, Listen & Act On Your Members’ Needs

Strategy 3: Solicit Feedback, Listen & Act On Your Members’ Needs

Ask for feedback and suggestionsSurvey members by phone or onlineConduct interviews and focus groups to learn morePoll members on specific topics or issuesDon’t assume, ask!


Strategy 4: Use High-Tech and High-Touch to Interact with Members

Strategy 4: Use High-Tech and High-Touch to Interact with Members

Stay ‘top of mind’ with membersSend information and offers targeted to their interests ala AmazonPersonalize communicationCommunicate via different venuesUse one and two-way communicationStay in touch regularly


Strategy 5: Ask Loyalty QuestionsStrategy 5: Ask Loyalty Questions

What value does the Chamber provide for the community?Why are you a member of the Chamber?What has been your best experience as a member?How have we benefited your business?Will you renew your membership?Why would you encourage others to join?


90-Day Next Action Step90-Day Next Action Step

What one thing will you explore or implement?


Session SummarySession Summary

We compete in the Experience EconomyCustomer-centric staff=member centric organizationsMember segments create your member baseMake things flow efficientlyAsk, listen and actReach out and ‘touch’ membersLoyalty is earned year after year

Documents

©2010 Hight Performance Group5 Strategies fpr Member-Centricity 1 Create a Member-Centric Organization “When spider webs unite, even a lion can be caught.”