Use your association’s member data to improve customer experience metrics

Here are six effective ways to improve customer experience metrics for your association.

Who are your association’s customers? Primarily, they’re your members.

To attract members and keep them around longer, it’s important to maintain a great member experience. And that means improving your customer experience metrics.

Strong customer experience metrics are part of a solid membership marketing plan. They’re how you gauge how well your association is doing at providing the type of membership experience that keeps your association going strong.

Let’s look at six effective approaches for improving customer (or, member) experience metrics.

Six effective ways to improve customer experience metrics for associations

1. Collect data.

Before you can start measuring and improving customer experience metrics for your association, you need member data in one place. It’s nearly impossible to accurately track any metrics if your data is scattered throughout multiple systems and spreadsheets across your organization. An ideal approach is to consolidate your member data in all-in-one association management software (AMS).

2. Send a member satisfaction survey.

When you send a member satisfaction survey, it does two things. First, it shows members that you’re listening to what they have to say. Second, it gives you valuable feedback on the member experience and how you can improve customer experience metrics.

3. Establish key performance indicators (KPIs).

Create a list of key performance indicators to help you track progress toward improving customer experience metrics. These are the key success factors that impact or shed light on your member experience. For example, depending on your organization’s goals, these might include member acquisition rate, member engagement levels, and your membership renewal rate over a specified period.

4. Set up dashboards and reports.

To track the customer experience metrics that you’ve established, you must have a way to view data. An ideal way to do this is to use your AMS to set up dashboards for a quick overview of key metrics that you can monitor on a daily basis. Also, use your AMS to set up reports for more detailed data.

5. Make your data come alive.

Looking at data helps you track and report on certain metrics, but you can take your data analysis a step further by using advanced data analytics, or tools that provide visualizations – such as charts and graphs – for added insights into your data. These types of tools help you to not only track your overall performance in certain areas, but also fine-tune your strategy by digging deeper into your member data to find and share ways to improve your metrics.

6. Review your data.

Schedule regular meetings with key stakeholders in your organization to review KPIs and dig into your data further. This is an ideal way to stay on top of trends in customer experience metrics, review and discuss what the data is telling you, and determine what you could do to reverse trends that are moving in the wrong direction.