I find myself selling PropFuel as a tool for member engagement. But we're selling a tool. It's hard for people to understand how to use that in their organization to solve specific problems.
Here's how National Strength and Conditioning Association (NSCA) has improved Member Retention by capturing "the voice of the member".
National Strength and Conditioning Association (NSCA)The Challenge:
- 30k members worldwide
- 55k certifications
- 8 Board Members
- 70 staff
- 68 Volunteer Regional Directors
With a large membership of trainers worldwide, NSCA struggles to keep members engaged from year 1 all the way through the lifecycle of their membership.
They send content in newsletters and emails, but don’t have a way to listen to the voice of their members aside from the occasional survey and “Net Promoter Score” check-in.
There’s opportunity for improvement in both new members and existing member retention.
The Solution:
NSCA implemented a Member Engagement Feedback Campaign where they ask 1 question a month in email starting with a quantitative question that can be answered directly in the email along with a follow-up question that’s open ended capturing the voice of the member. The questions are sent to each member depending on their stage of the member lifecycle.
The Benefit:
- 25-33% response rates on each check-in..
- Artificial Intelligence/ Sentiment Analysis scanning text feedback for positive and negative feedback.
- Identify and connect with individual members that need personal attention each month.
- Continuous analysis utilizing fast data
While we can analyze feedback for global trends and issues, we can also identify specific problems to solve including New Member Engagement, Learner and Conference Engagement, Student Engagement, Career and Professional Development, and overall member retention.
Ultimately, we've seen that engaged members (or promoters) have a lifetime value of 6-14x that of an unengaged member (a detractor) (Source: Bain & Company - The 5 disciplines of Customer Experience) . We also know that engaged customers/members, buy 90% more often and spend 60% more per transaction (Source: Rosetta Engaged Customer Study).
So if Scott Douglas, Sr. Director of Membership and Business Development for NSCA, can identify opportunities to convert members from a detractor to a promoter, it's a valuable opportunity.
Scott monitors the feedback and utilizing the sentiment analysis, he identifies the detractors and reaches out to discuss their relationship with NSCA.
Recently, Scott identified one member who had been a member for over a decade, but was rather frustrated with the Association for "being treated like a number" when he asked for help. He stated this when answering a monthly check-in and Scott reached out. After hearing the challenging times personally and professionally this member was experiencing, Scott was able to resolve the situation and converted the member from a detractor to a promoter once again.
If you like what NSCA is doing and you want to see if it makes sense for your organization, go to: www.propfuel.com and set up a time to talk with us.
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