Have you ever had a customer or a member walk away because LOGICALLY, the value wasn’t there for them? I have. That actually makes a lot of sense.
But have you ever had a customer or member leave your organization because of a feeling, even though it was logically irrational? It didn’t add up?
Of course, because that’s where most decisions live, in sentiment.
Sentiment RULES decisions! It’s almost always the biggest factor in an individual’s decision to buy, or not buy, whatever it is you’re offering.
This applies to PropFuel and our customers. And it most definitely applies to you and your customers, or members! You know logically what they’re doing. You track them online, you trace them in your AMS or CRM. You know them transactionally quite well and that should tell you everything you need to know… except it doesn’t.
You’re missing sentiment.
Occasionally, you might get a chance to talk to them, but every association and every company needs to be asking their constituents questions on a regular basis to really understand their sentiment when the sentiment is there.
Sentiment is where decisions are made.
Are you listening to your members when they’re ready to tell you something?
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