There are many books that deal with membership in the traditional sense of how to get prospects to join and members to enage and renew. This book, however shows you how to approach these membership tasks in a more contemporary, yet highly practical way.

Today’s leading organisations have learned to look at what they do through the eyes of the customer. This has produced huge insights, showing where to make the changes to improve value and the customer experience. As a result they have increase customer loyalty and improved business performance.

This book will give membership associations the tools and templates to achieve the same outcome.

Take a peek… Download Chapter 1 – Making the move to experience management

It walks you through a step-by-step process of how you can see what you do through the eyes of the member and become more member-centric. As a result, your perspective moves from ‘inside-out’ to ‘outside-in’.

It introduces the MembershipMapping^TM templates that you can use to chart the key journeys members take throughout their relationship with the organisation. They enable you to see the experiences as a whole and consolidate your intelligence.

Many membership professional associations are already familiar with looking at journeys. They often plot the stages through a career in a profession and, along the way, often develop and promote qualifications. The journey shows the stages that the association has helped frame for the benefit of the profession.

This book takes you through examples of different journeys – the journeys that members take, starting from their journey into membership, and continuing through the critical first year and beyond. Along the way the MembershipMapping process uncovers when an experience in the journey delivers a defining moment which really matters. It looks at what members have to go through to get things done. This can alter how members feel about you and the value of membership. The MembershipMapping templates enable you to easily capture what happens, and isolate and address the key experiences that destroy or add value.

Being member-centric will create a new culture that permeates everything you do. It’s a combination of understanding and keeping focused on member priorities, and also doing things in ways that are most convenient for, and easily understood by, members and prospective members. It’s a way of establishing to members that the organization is, indeed, not only a partner in their success but also an enabler of their success.