In today’s digital age, associations are constantly seeking ways to enhance their member experience (MX). A positive member experience not only boosts satisfaction and retention but also fosters loyalty and advocacy. But how can associations accurately measure and ensure their efforts are headed in the right direction? This blog post will explore various methods and metrics to help associations gauge their member experience, ensuring they can continually improve and meet their members’ needs.
Understanding Member Experience
Member experience encompasses every interaction a member has with an association, from joining and renewing membership to engaging in events and contributing back to the community. To truly understand member experience, associations need to consider both qualitative and quantitative data.
MX Measurement
So how do you measure member experience? Measuring Member Experience (MX) is vital for understanding and improving the interactions members have with your association.
MX measurement can be approached from three distinct levels: strategic, episodic, and transactional.
1. Strategic (Relationship) Level:
This level focuses on the member’s lifetime experience and overall relationship with your association. Often, it encompasses their career journey and overall brand perception.
Key Metrics: Brand perception surveys are essential tools to measure MX at this level. These surveys assess how public (members and non members) perceive your association’s brand, values, and reputation, providing insights into their long-term experience with your association.
2. Member Journey (Episodic) Level:
This level examines specific sets of interactions members have with your association over time. It looks at various stages of the member journey, from onboarding to renewal and beyond.
Key Metrics: Member satisfaction surveys are essential tools to measure MX at this level. These surveys assess members’ overall satisfaction and loyalty, providing insights into their long-term experience with your association.
3. Interaction (Transactional) Level:
Specific Contacts and Touchpoints: This level focuses on individual interactions and transactions members have with your association. These can include registering for an event, accessing resources on your website, or contacting support.
Key Metrics: At this level, feedback is gathered immediately after a specific interaction. This includes transaction-specific surveys and touchpoint evaluations, which help in understanding and improving individual interactions. Collecting feedback at service touchpoints, such as after events, during website interactions, and following support requests, helps identify areas for improvement.
Tools for Measuring Member Experience
Effective MX measurement combines both qualitative and quantitative data to provide a comprehensive view of member interactions and satisfaction levels. Here are some popular tools and methods:
- CSAT (Customer Satisfaction Score): Measures satisfaction with a specific interaction or transaction.
- CES (Customer Effort Score): Assesses the ease with which members can interact with your association.
- NPS (Net Promoter Score): Evaluates overall member loyalty and their likelihood to recommend your association to others.
By implementing these measurement tools and focusing on strategic, episodic, and transactional levels, associations can gain a holistic view of their MX. This comprehensive approach allows for continuous improvement, ensuring that every member interaction contributes positively to their overall experience.
Better Member Experiences with MemberBoat
By prioritising member experience and consistently measuring its impact, associations can ensure they are meeting their members’ needs and exceeding their expectations, fostering a vibrant and engaged community.
Want to learn more about how MemberBoat can assist you in enhancing Member Experience for your association?
• 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.
