Last week I wrote about a methodology to determine what questions to ask your members. In a nut shell, it looks like this:
- Identify the problem/segment - figure out what's broken and who's involved.
- Identify your goals and touchpoints - figure out what things would look like if they were fixed and where in your day to day activities you can connect with your members.
- Curate the questions - create a series of questions to ask in a campaign over time that will drive people to the ultimate goal.
BUT, the more I thought about this, the more I wanted to paint the picture of the ultimate goal. What's the ideal member look like? If we know the definition of the perfect member, we're a lot closer to being able to nurture our members.
Well, this is what we came up with:
- Leverages Affinity Benefits
- Participates in Networking
- Volunteers
- Attends Conferences and Events
- Aligns with your Mission
- Purchases Products
- Seeks Industry Info and News
- Works with Industry Partners
- Participates as a Thought Leader
- Evangelizes for the Association
- Is Advancing in their Career
- Participates in Learning
And when you have an idea of what the ideal member looks like, you have a better roadmap for creating a good set of questions which can lead them down the right path. These descriptors become the focus of your questions, or the topic of a series of questions.
Have you ever created the picture of the perfect member for your association? Or the perfect partner? Or the perfect staff member? or the perfect customer.
Ok, then. Then next step is to capture the feedback. Let's get to work. Set up a time to talk with us about the only Feedback Automation Platform in the market!
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