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Posted by Kendra Lusty on Feb 20, 2020 11:07:17 AM

Typically, organizations partner with a discount program provider, but what about creating one yourself? This article discusses critical factors to help you decide if a DIY discount program is right for you. About a 4 minute read.

I don’t know about you, but when I see something cool someone created online, my first thought is “I could make that.”

A few times, I’ve succeeded in making my own version and even enjoyed the challenge of creating with my own hands. Some of my favorite things I own are things I’ve made.

More often though, I’ve found the effort not worth my while.

Posted by Kendra Lusty on Jan 16, 2020 8:13:10 AM

Last week, we outlined the process for calculating an actionable number to describe each member’s level of engagement in the article, Gauging Member Engagement: How to Collect Actionable Data. In part 2 of the series below, we describe how to take this new metric and customize a member marketing plan.

Ideally, you’ve followed the steps outlined in part 1 of this series. This process of assigning values to member interactions (which add up to a total engagement score) will give you a valuable metric by which you can segment your members.

Even if you haven’t, any amount of member data is enough to get you started. In fact, each member’s length of membership, age, gender and other demographic data gives you a great starting point.

Posted by Kendra Lusty on Jan 8, 2020 9:07:09 AM

Can you add up the number of members you have?

Yes.

Can you calculate your quarterly profits?

Yep, easily.

But can you put a solid number to something as nebulous as a member’s level of engagement?

Yes, actually you can.

And in doing so you can help your members succeed based on their individual levels of loyalty.

Lack of engagement is the most commonly cited reason for membership non-renewal (by 37% of associations surveyed.) So better understanding the factors that lead to engagement will help you steer your members toward the actions you want them to take.

Posted by Gary Toyn on Oct 1, 2019 10:58:00 AM

Researcher Gary W. Toyn has long investigated the challenges faced by organizations across the membership spectrum. In this study, Gary turns his attention to the central question of member expectations - and how recent data suggests a growing perception gap among the membership organizations that serve them.

At Access, we frequently consult with clients and prospective clients who are seeking to boost member engagement and retention. In the course of those interactions we see a surprising gap between organizational leaders and their members. Frequently, the misalignment that exists is due to a lack of understanding of what today’s members really want from their affiliation.

In many cases, leaders of organizations have never asked members what they need or want, nor have they asked what types of services and benefits members expect. Some leaders rely on guesswork or assumptions in identifying their member’s needs, and others simply ignore member feedback altogether.  We see this happen far too often.

Posted by Kendra Lusty on Jun 21, 2019 9:56:27 AM

Last week, we released the article Superior Customer Service: Your Loyalty Program’s Secret Weapon. In it, we discussed the importance of customer service to any business, but especially to those with loyalty programs, which rely on a positive customer experience to succeed. In part 2 of this series below, we give some tips on how to enhance your own customer service efforts.

I worked in a call center. Briefly.

Fresh out of college, I wanted to be making money as I searched for a “real job” so I took a position that was notoriously easy to get, at a place that would hire just about anyone.

Admittedly, this company put a lot of effort into training according to client expectations. However, it’s very hard to make a group of teens, job seekers, recently laid-off, etc., really care.

Posted by Kendra Lusty on Jun 12, 2019 10:49:54 AM

Confession time. Whenever I have to call customer service, I always cringe, waiting for that dreaded phone tree before I ever get to talk to a person.

I think my record is 18 selections before I got frustrated and pounded 0, which wasn’t listed but thankfully sent me to the operator anyway.

Seriously, I prefer to use a company’s website to find hours of operation, pay bills, and all the other automated tasks you usually find in a phone tree.

So unless one of your options is “If you would like to hear a duck quack” then I’m probably not going to find my answer automated in your system. No, if I’m resorting to dialing a number, I want to talk to a person, dang it.

Rant over.