|
Consider: There are more than 138,000 active associations in the United States. (Yes, there is at least one association of
associations, the American Society of Association Executives, which tracks such things as the current number of associations at its website, http://www.asaenet.org.) Figures such as 9 in 10 adult Americans belonging to one association, and 1 in 4 belonging to
four or more associations, from a 1998 study by the American Association of Retired Persons, indicate that the association customer base is massive.Despite these staggering numbers, many associations seem oblivious
to the fact that their members are also customers. Yet by even a loose definition, association members are
customers: they pay for the services they want, they purchase products, and they usually have competitive options. In fact, association members are often very good customers. Many take active roles in enhancing their organizations, providing their time, talent and services for little or no money. Members often purchase multiple products from a single supplier (the association), and may even bring the organization new customers by spreading the word about association events and benefits. Accordingly, not only should associations view their members as consumers with choices in the marketplace, they should make identifying and satisfying members' needs a high priority.
Just like any business with paying customers, associations need to research their customers to learn about their attitudes, needs and behaviors. Rockbridge has constructed an approach to assist associations in
gathering customer feedback to support decision-making, marketing, and satisfaction-management efforts. Since not all organizations have the same concerns, the approach can be tailored to answer each association's
unique set of research questions. The following questions are often addressed through Rockbridge's approach:
- What are the core attributes that members seek from the association?
- What drives satisfaction, perceived value of membership or products, involvement, purchase activity and retention?
- How satisfied are members?
- What do members expect from an association?
- Are members aware of the products available? Are they using them?
- How do members and non-members perceive pricing?
- Has the association been successful in achieving previously set goals?
- Is the organization on target with long-range goals for the association?
- How does the organization compare to its competitors?
- Where are the opportunities for improvement?
- What are the characteristics of members? Of non-members?
Through a variety of unique questions and proven measurement scales, Rockbridge can ask members to assess an association on such items as the overall value of membership, awareness, and the use and value of
membership benefits and products. Members can also rate an association on performanceagainst both expectations and that of competing organizationsand identify the most promising areas for improvement.
Through quantitative analysis combined with feedback from an association's internal leaders and decision-makers, Rockbridge is able to provide detailed and actionable results for future agendas. And with U.S.
associations spending $2.2 billion annually on technology, $5.6 billion on printing and publishing, and a whopping $56 billion on conventions, expositions and seminars, associations should certainly be taking time out
to ask their members/customers what they want. (Source of figures: http://www.asaenet.org/AAA/Nutshell.html) |
