membership satisfaction

We often hear the term “Customer Experience” (CX) in the business world, encompassing all the interactions customers have with a company at every stage of their customer journey. But what about associations and membership organisations? Let’s look into this concept from a membership perspective.

Unlike CX, which often centres on single transactions, Member Experience (MX) is about building long-term relationships. Membership often spans years, if not decades, making it crucial to understand and nurture this ongoing engagement.

The term “Member Centricity” is typically defined as “having a member at the centre of everything we do.” But the essence of MX extends beyond this simplistic definition. It’s about deeply understanding member behaviour, anticipating their needs, and creating seamless, personalised experiences that foster loyalty and satisfaction. This article will explore MX and offer strategic insights for association executives and membership managers.

What is Member Experience (MX)?

At its core, MX is more than a buzzword; it’s a comprehensive approach to managing and enhancing every member interaction with your association. While placing members at the heart of operations is essential, real MX involves learning from member behaviour to predict future needs and preferences. This proactive approach ensures that every touchpoint is meaningful and contributes positively to the overall member journey.


To build a robust MX framework, associations need to consider six critical pillars:

Understanding and addressing the emotional needs of your members. What keeps them up at night? What are they truly worried about?

Minimising the time and effort required for members to interact with your association. How hard is it to find information on your website or register for your event?

Setting and managing realistic expectations regarding services and benefits. This pillar is so important, we wrote a separate section on it!

Building trust through consistent and reliable interactions.

Effectively resolving issues to the member’s satisfaction.

Tailoring experiences to meet individual member preferences and needs. In a world where people are overwhelmed with content, be respectful of their time and only send content that is relevant to them. They will thank you with their loyalty and trust. If you want to find out how personalised your member experience is, take our quiz here. 

These pillars are the foundation of a successful MX strategy, ensuring that every interaction is crafted to enhance member satisfaction and loyalty.

The Role of Member Expectations

The role of Member Expectations cannot be overstated. The expectations your members have when they join your association greatly impact their overall experience. If your marketing team overpromises in their messaging and your membership or event team underdelivers, the member will be hugely disappointed.

Ensuring that your association delivers on its promises is crucial. Overpromising and underdelivering can lead to dissatisfaction and negative word-of-mouth. Associations must align their brand promise with actual member experiences, ensuring consistency and reliability at each stage of the member journey. To read more about how membership and marketing teams can align their efforts, read our previous article “Do your Membership and Marketing Teams work together?”.

Measuring Member Experience

Effective MX measurement combines both qualitative and quantitative data to provide a comprehensive view of member interactions and satisfaction levels. Learn how to accurately measure your MX efforts in our article “Measuring Member Experience: A Guide for Associations”.

Does MX Always Need to Be Excellent?

Striving for perfection in MX is unrealistic. Instead, focus on creating positive experiences that outweigh occasional hiccups. Member satisfaction is the cumulative result of multiple interactions, both positive and negative. When issues arise, having a robust recovery procedure is crucial. Below are some steps to consider:

  • Let Them Vent: Allow members to express their frustrations.
  • Invest Your Time: Show members that you are committed to resolving their issues.
  • Take Responsibility: Acknowledge mistakes and take ownership.
  • Discuss Next Steps: Outline a clear plan for resolution and follow-up.
  • Consider Compensation: Offer tangible compensation if appropriate.
  • Follow Up: Ensure the issue is fully resolved and check back with the member.

MX Strategy Process

So you decided to introduce the concept of MX in your association. Where do you begin? Here are some steps:

Create detailed member personas to tailor experiences effectively. Use data available in your association. Read more about data management: Good Marketing Starts with Good Data

Clearly define what members can expect from your association. Read how marketing and membership team can work together to build expectations right.

Establish metrics and methods for regular MX evaluation.

Map out the member journey to identify key touchpoints and potential improvements. If you’d like to learn more about member journey mapping, look into our online training and workbook.

Regularly analyse member feedback and implement corrective actions.

Plan and execute strategies for ongoing enhancement of the MX.

By following these steps, associations can create a proactive and responsive MX strategy that meets and exceeds member expectations.

Better Member Experiences with MemberBoat

Member Experience is a journey, not a destination. By focusing on understanding and anticipating member needs, setting realistic expectations, and continuously measuring and improving interactions, associations can foster long-lasting loyalty and engagement.

Want to learn more about how MemberBoat can enhance your Member Experience? 

Purchase our Member Journey book to learn how you can create a customer journey map. 
• Listen to the latest episodes of the Association Hub Podcast on Member Experience.
Book a call with us to review your association’s MX framework.

Let’s work together to elevate your association’s MX to new heights.

MemberBoat is a digital marketing agency dedicated to helping professional associations, industry bodies and other membership organisations embrace emerging digital marketing tools, create a more commercial mindset and simplify their journey to digital transformation.